On The Trend Of The Commercialization Of Chinese Wushu From The Perspective Of Marketing

It has long been held that "good wine needs no bush" and "a princess needs not worry about her marriage" are the guidelines that are faithfully observed in the so-called "market economy" in the traditional sense. A case in point is Chinese martial arts which is time-honored yet surviving the ups and downs in the long history. Now it enjoys its merits and praises, but Chinese martial arts is quite different from what it was before in that it is losing its popularity in the age of market economy. To avoid its drawbacks, the only way is the commercialization of it.It is well known that profits and benefits are the most important goal in the time of market economy and Chinese martial arts is no exception. Chinese martial arts will certainly be passed into history if money and energy are spent on it but what is obtained is only something spiritual. Hence Chinese martial arts have to be shifted from public welfare-oriented to marketing and operating-oriented. This trend is reflected from Chinese Martial Arts Development Plan 2001-2010 which states clearly that Chinese martial arts should be commercialized in accordance to market rules. Bao Mingxiao also holds the view that the commercialization of Chinese martial arts means the marketing of it. Thus the marketing of Chinese martial arts is part of its commercialization and it will further promote the development of Chinese martial arts in return.However, how to properly enhance the socialization and commercialization of Chinese martial arts is a rather new issue facing all of the people engaged in Chinese martial arts. To analyze this new question, the thesis investigated the current situation of the commercializing of Chinese martial arts at the present day through the methods of literature review and questionnaires and so on. The findings show that in general the commercialization of Chinese martial arts is only at its first stage in that it is small sized and very low-leveled in the form of marketing, operation, commercialization, and socialization. The industrial structure and operating mechanism are not well regulated and so a properly distributed, appropriately run, wholely opened, and fairly competitive market for Chinese martial arts is far from shaping. Last but no least, from the perspective of the factors that may hinder the development of the commercialization of Chinese martial arts, there are the lack of enough rules and laws, the underdevelopment of managing mechanism, the shortage of financial aid, the weakness in the research of the commercial aspect, the lack of talents in Chinese martial arts, the loss of support in related-policy making, the negligence from enterprises and mass media, and the improper understanding of the potential marketing value of Chinese martial arts from the perspective of some related local institutions.Given the commercialization of Chinese martial arts is growing and promising, we should develop it according to the actual rules of market economy. With a comprehensive perception of the current state of the commercializing of Chinese martial arts, the writer analyzes the feasibility of the commercialization of Chinese martial arts with the application of some basic principles and theories from Marketing and puts forward some corresponding countermeasures: (1) to cultivate the idea of the marketing of Chinese martial arts in accordance to the marketing patterns; (2) to make laws and regulations in this regard; (3) to raise the awareness of service function of Chinese martial arts; (4) to reform the operating of Chinese martial arts in order to attract more audiences; (5) to fully cooperate with media and commercial agents in order to promote the selling of products of Chinese martial arts; (6) to help educate some stars of Chinese martial art; (7) to educate brokers in Chinese martial arts.