| Wushu is Chinese national sport, is the quintessence of China's traditional culture. Nowadays, when the economy and culture are globalizing, when Wushu will not be a sport in the Olympic Games, Wushu still needs to survive and to be developed. The sports tournament, which has a huge effect of propagating Wushu culture, is a very efficient way to develop Wushu. As an representative of the Wushu San Da competition, The Kung Fu King tournament has pushed the marketing of Wushu at certain level via the influence of the 2008 All China Wushu San Da Kung Fu King tournament and the 2009 World Kung Fu King tournament. The key findings of this paper are:(1) Kung Fu San Da King event organization, event competition system, bonus settings, event sponsors and media campaign analysis in five specific areas, and through the network survey, which includes easy internet access to the information regarding the San Da King.(2) Kung Fu King event due to its popularity has successfully produced a certain amount of social, economic and competition benefits, this article will be grouped into three of its main achievements:the shaping of the national sports brand, the development of market-oriented wushu market, acceleration of the process and the improvement of the competitive level of wushu Sanda.(3) Kung Fu King event problems which include:the lack of culture, Chinese Martial Arts insufficient popularity, no clear rules of the game, the lack of sustainability, brand building events, as well as the image of fuzzy events, between these disadvantages, there is also the issue of kung fu, king event upgrading the level of competition at the same time, paying attention to grasp the advantages of event: cultural brand and sporting events combined, the country's strong support and Wushu has a good mass base catalyst for the development of these events.(4) In this paper, case studies aim to sum up the Chinese Martial Arts event operation and opinions on Sanda King's successful experiences and inadequacies, the development of countermeasures for this article are provided based on factual findings. Opinions from the Chinese martial arts practitioners'point of view, its success lies in:the use of localized resources, the entertainment industry; which is centred on the martial arts orientated audience, to fully mobilize the audience interaction, and to attract large media attention. Its shortcomings are:excessive focus on the entertainment aspect and lack of real insight into the martial arts aspect. Sanda King's successful experience:There are also separate event operating companies, the long-term continuity, event intensity, and media exposure. Its shortcomings are: Sanda limitations of the project, not enough audience participation, cultural boundaries in relation to the marketing of the product; commercial interests of the co-operation and sharing, limitation of the brand.(5) Kung Fu King race as a fighting event, the ultimate goal of its development through a long period of time will result in well-known martial arts event of the highest level, which needs to be marketed by popular brands, but brand building is also a long-term process, which fully demonstrates that the Chinese Wushu Association and the Chinese Martial Arts Management Centre task is to "fight a protracted war" in preparation, to establish a good development idea, the implementation of the specific behaviour of a good brand. Meanwhile, maintaining great efforts to cultivate the market and strengthen the Wushu co-operation with the media, also promote events and raise the awareness of influence of the key events. "At the same time a history of martial arts is the dissemination of the history of martial arts," San shou event needs to be promoted and publicised in order to survive and possibly evolve, kung fu king event organising bodies should pay attention to the development of martial arts events and cultural communication.
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