On Brand Establishment And Media Marketing Of WMA

Wushu Master Association (WMA) is a professional Wushu league held by Chinese Kunfu administration in General Administration of Sport. China Central Television sports channel and Chinese Wushu Association. China Central Televison sports entertainment Co., LTD is in charge of organizing, operating and promoting it. WMA aims to inherit and develop the combat skills and techniques of Chinese Wushu, reveal the broad spirit of Chinese Wushu culture, and dedicate the precious Wushu culture heritage to the world. Since it was launched in December302008. WMA has successfully held two terms. The average ratings of WMA in CCTV-5,2009is0.35%, accumulative total cover190million audiences,As a league held by government and media, WMA has particularity. First of all, It is china’s first Wushu professional league originated in China main land with independent intellectual property. Secondly, it has perfect and mature industry structure and industrial chain, which is china’s first professional league with really industrial chain. Thirdly, one of WMA’s organizers is China Central Television sports channel, which has the unique superiority of media event. So the brand development of WMA has research value.My paper is based on the basic theory of brand establishment and media marketing, and uses the documentary analysis case study, mathematical statistics, logic analysis and other methods to analyze and researchthe practice of WMA’s brand establishment and media marketing. The focus of my research is media marketing. I analyze the current situation and existing problems of WMA media marketing through TV and Internet. By studying WMA to analyze, summarize the methods and characteristics of brand establishment and media marketing of leagues.