Exploring The Effects Of Modern Marketing On Wushu In China

Authors

Lu Yang UNIRAZAK
Eng Kim Vincent Wee UNIRAZAK

Keywords:

Wushu, Modern Marketing, Sports Education, Student Participation, China

Abstract

Wushu, a traditional Chinese martial art, has transformed from a combat practice into a modern sport increasingly shaped by contemporary marketing strategies. This research investigates the influence of modern marketing on Wushu as an element of sports education within universities across three major Chinese cities. Employing a qualitative research design, data were gathered through semi-structured interviews with university students enrolled in sports education programs. The study explores how marketing approaches—including digital media, promotional campaigns, and branding—affect student participation and satisfaction in Wushu courses. Findings indicate that modern marketing significantly enhances Wushu’s visibility and attractiveness, boosting student engagement. Nevertheless, challenges such as insufficient targeted promotions and limited institutional backing impede its broader adoption. The study underscores the necessity of integrating innovative marketing tactics to support Wushu’s sustained development as both a sport and educational discipline. These insights contribute to the broader discourse on sports marketing for traditional disciplines and offer recommendations to increase Wushu’s appeal among university students in China.

Author Biographies

Lu Yang, UNIRAZAK

Wushu, a traditional Chinese martial art, has transformed from a combat practice into a modern sport increasingly shaped by contemporary marketing strategies. This research investigates the influence of modern marketing on Wushu as an element of sports education within universities across three major Chinese cities. Employing a qualitative research design, data were gathered through semi-structured interviews with university students enrolled in sports education programs. The study explores how marketing approaches—including digital media, promotional campaigns, and branding—affect student participation and satisfaction in Wushu courses. Findings indicate that modern marketing significantly enhances Wushu’s visibility and attractiveness, boosting student engagement. Nevertheless, challenges such as insufficient targeted promotions and limited institutional backing impede its broader adoption. The study underscores the necessity of integrating innovative marketing tactics to support Wushu’s sustained development as both a sport and educational discipline. These insights contribute to the broader discourse on sports marketing for traditional disciplines and offer recommendations to increase Wushu’s appeal among university students in China.

Eng Kim Vincent Wee, UNIRAZAK

Wushu, a traditional Chinese martial art, has transformed from a combat practice into a modern sport increasingly shaped by contemporary marketing strategies. This research investigates the influence of modern marketing on Wushu as an element of sports education within universities across three major Chinese cities. Employing a qualitative research design, data were gathered through semi-structured interviews with university students enrolled in sports education programs. The study explores how marketing approaches—including digital media, promotional campaigns, and branding—affect student participation and satisfaction in Wushu courses. Findings indicate that modern marketing significantly enhances Wushu’s visibility and attractiveness, boosting student engagement. Nevertheless, challenges such as insufficient targeted promotions and limited institutional backing impede its broader adoption. The study underscores the necessity of integrating innovative marketing tactics to support Wushu’s sustained development as both a sport and educational discipline. These insights contribute to the broader discourse on sports marketing for traditional disciplines and offer recommendations to increase Wushu’s appeal among university students in China.

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Authors

Keywords:

Abstract

Author Biographies

Lu Yang, UNIRAZAK

Eng Kim Vincent Wee, UNIRAZAK

References

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