On The Current Situation And Countermeasures Of Shanghai World Grand Wushu Festival

The contents of the transmission of Wushu consist of three parts-- the technology of Wushu, the culture of Wushu and the cultural space of Wushu. Wushu has been transmitted from thousands of years ago. Wushu event, as a major and effective platform to help to communicate between different countries, has played an important role in the transmission of Wushu. So far, many researchers has made a lot of researches on the problems of Wushu events. However, the researches on Wushu from the event's point of view is few, so the writer hope the thesis would have some implications for the further researchers.Through the literature data method, the investigation method, questionnaire method, expert interview method, statistics and logic analysis method as well as the related knowledge of Communication Science, Management Science and Marketing, the writer analyses the production background, developing process, the participants' views on the knowledge of the event and the current situation of the event. Then, the writer points out the disadvantages and advantages, chances and threats for the events, and finally puts forward some advice on the construction, promotion and market developing of the events.On May 22nd,1992, the first Shanghai World Grand Wushu Festival(short for SWGWF) was held to meet the Wushu-lovers' need. Until now, the SWGWF has been successfully held 18 times. The events can be divided into the following stages: the first and second events are the pioneering stage; the third and fourth events are the turning period; the fifth and sixth events are the inheritance and developing stage; the seventh and eighth events are the decreasing period; and the ninth and tenth events are the continuing period. The SWGWF has gone through the tortuous developing progress.At present, the participants in SWGWF differ greatly in their sex, age, educational background, career, and average revenue. What is more, they also have different views on the event's enjoyment, social effect, the promotion impact on Wushu, the referees' judgement and service guarantee.In a word, there are both success and failure in the event's management, design , promotion and market developing of SWGWF.Through the SWOT analysis of SWGWF, we can find that the disadvantages and chances are more than advantages and threats.Advantages: the long history of holding events; the efficient promotion of the events; the international academic conferences help to improve the cultural environment; the flexible setting of item; the enough leisure time; the high-quality referees.Disadvantages: too much dependent on government; the lack of professional human resources; the vague construction of the event brand; the weak power of guarantee; the limited span of event promotion; the incomplete market development; the deficient interaction with audiences and the lack of long-term plan of the event.Chances: the favorable government policies; the reform of the health notion; the world popularity of Shanghai; the government's value on the promotion of Wushu and the good environment for Wushu.Threats: the decrease of audiences; the other events' influence; the other Wushu events' influence.Through the SWOT analysis of the developing strategies of SWGWF, we can obtain the SO strategy, WO strategy, ST strategy, and WT strategy. On the basis of the above strategies, the writer puts forward the following relevant countermeasures of the events' construction, the promotion and market developing.On the events' building, the organizing committees should develop the exquisite events; perfecting the events' organizations; optimizing human resources; making long-term plans; trying to meet the athletes' and audiences' requirements; strengthening the scientific management; integrating the events; design and increasing the attraction.On the promotion extension of the event, the organizing committees should depend on the government's support; meet the media requirement and increase the cooperation with media; carry forward the Wushu culture and try to find the value of culture; carry on the holding of international academic conferences; plan the strategies of opening and closing ceremony; and set up the special website for the event.On the market developing, the organizing committees should specify the aims of developing; introduce the intermediary organization; fully show the events' resources tring to attract the enterprise sponsorship.SWGWF, as the earliest international event, have made many contribution to the promotion and extension of Wushu no matter in the management and design of the event or the scale of participating. Therefore, SWGWF should be held on and on in the future for better and more distinctive.