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How to develop aquatics,a sport integrated competition,appreciation, and excitement,under the environment of market economy,remains a problem in front of us.In this thesis,the author relied on related literature resources, demonstration analysis,expert interview,and on the spot review to do the research.Summarized the status quo of China aquatics marketing, analyzed the characteristics of China aquatics products,used related theories in marketing to penetrate into a typical example of aquatics marketing program—Olympic Coxswain Selection,analyzed its brand strategy,multimedia promotion,culture promotion,and multilateral marketing.The conclusions are as follow:1,we can see from the practice that China aquatics marketing have already gained some fruits in game exploration,sport star exploration,and sport team value exploration, however,there is still much space left.2,during the aquatics marketing practice of Olympic Coxswain Selection,we used the strategy of brand, systematical designed the program’ s activity slogan,thematic song, prolocutor,and to some extent gained brand effect.3,tried multimedia promotion strategy in aquatics marketing.Made full use of TV media,flat media,and the internet media to do advertisement promotion.Do new research in public relations.4,cooperated with the sport agent,the agent supplemented the limited resources,made full use of all kinds of media to do promotion.5,China aquatics marketing lacked experience in culture promotion,immaterial assets exploration,cooperate and control the sport agent and media and law consciousness.6,to improve the brand effect,the management of aquatics should popularized the aquatics culture.7,the aquatics managers must intensify efforts to control the media,sports agent,defining their duties,establishing standards of practice,and regulating their behavior to maximize the potential of the parties on the basis of a win-win situation.8,China aquatics must enhance the development of market competition in the domestic value,and make full use of market model founder of the diversified types of race.9, To ensure the smooth development of China’s market for water projects. Water projects must accelerate and improve the system of laws and regulations in the market,from the strategic height of the water project to develop a long-term market development programs and to strengthen water management projects market legislation,establishment of a rational structure,the water level of convergence and orderly market system of laws and regulations.The thesis’ suggestions are as follow:1,aquatics administrators should continue to do theoretical research on China aquatics marketing.Improve their analysis on the nature of aquatics products.2,Carry out further cooperation with sport agent,media,tourism industry and culture industry,form integrated marketing strategy,gradually enrich experiences in aquatics marketing.3,make use of all the marketing methods,pack aquatics products,and build systematic aquatics brand strategy.
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