FACTORS INFLUENCEING TO SUSTAINABILITY BRANDING OF PROFESSIONAL WUSHU, CHINA

Abstract This study explores the core factors that affect the sustainable development of Chinese professional martial arts brands, and proposes optimization strategies to promote its long-term stable development. By means of literature review, questionnaire survey and case analysis, this paper selects representative event brands such as "Wulin Wind" and "Kunlun" and systematically analyzes the key variables of brand development, including sports competition control, event quality and brand image. The results show that risk management, diversified cooperation and information management are the core elements of event operation, and the reliability, responsiveness and security of event quality directly affect brand image and consumer loyalty. Lack of internationalization, lack of standardization and shortage of talents are the main obstacles restricting brand development. Based on this, suggestions are put forward to optimize risk management, strengthen diversified cooperation, use information technology to improve the quality of events and promote internationalization strategy, so as to realize the organic unity of cultural inheritance, economic benefits and international influence of the brand.