The Development And Utilization Of "Wulinfeng" Intangible Assets

In January 2004, henan TV in the launch of a TV show "Wulinfeng", the broadcast, Strong repercussions was caused, ratings rising rapidly, become the famous and original TV programme after"opera spring". Many people believe that success of"wulinfeng"is using the local cultural resources.It has gone out of the predicament, towards maturity,forming the famous brand.This reasearch focuses on the current situation of"Wulinfeng"by using way of document, interviews, and logical analysis. Studying Zhongyuan Wushu culture and intable assets of'Wulinfeng'from the perspective of culture. Utilization of resources, establishing excellent programs is the guarantee of brand. It effectively expand its influence through working hard at Wushu cultural activities. And cultivate talents through a set of effective methods. Not only keep on positioning ideas, but also continuing to develop innovative, which is an effective means of columns developed intangible assets. And the martial arts style in its goodwill and public relations more successful. In the community have a certain influence. The value of intangible assets to achieve is single, mainly confined to two aspects of advertising and sponsorship, relatively speaking, sponsoring more effective than advertising.The research result reveal that the'Wulinfeng'has possess vast intangible asset potentially. It has conducted some effective measures to discover the resource and applied them practically. Thus, the organizational culture and high technology are formed naturally. Moreover, this promotes the development of the folk wushu movement in return. It can be concluded that the TV cultural management system evolution is imperative, and this will provide a greater space for intangible assets.However, The'Wulinfeng'lacks a mature management system for intangible asset in relation to development and Utilization, the deficiency of intangible protection is necessary to be focused. The efforts should be concentrated on the culture quality and value to develop the program to a competitive brand.