Open Water Swim Across The Sports Marketing Research

Crossing plays an important role in the open water swimming. The mainland of China holds 18000 km coastline, and has 2700 lakes whose water lands for swimming are more than 1 square kilometer; thousands of people devote themselves to the crossing in open water swimming each year. In October 2005, it was announced as an additional formal event in 2008 Olympic Games; also crossing has become more and more market-driven than before in recent years, even though its marketing is still spontaneous and unregulated. What mentioned above provides us a backdrop for the development of marketing for crossing in open water.The thesis adopts marketing theory to explore the issue of marketization of crossing, and intends to develop the theory of marketing management on crossing. Various research methods were employed in the study, such as literature analysis, elite interviews, questionnaires, data analysis, and case studies. Hereby, main conclusions are presented as the followings:1. The strategy for crossing marketing development in China can cover the areas of crossing events with brand, crossing with regulated guide, crossing club registration system as well as promoting products designed for crossing in open water.2. The targets market can be set up as distance oriented crossing with general and basic level; water areas crossing in sea and lake; geographical condition crossing of open water in low and high altitude, in comfortable and moderate temperature, in temperate zone and warm temperate zone.3. China crossing of open water administration system mainly consists of three structures: guild association, agency business, local assistant organization.4. Crossing level systems refer to the standards of crossing catering to different participants or organizations; it is formulated by the difficulties of crossing in open water, with a service in various products and agencies. An 11-level target system has been established in terms of the water condition, the base areas of its location, and the testing standards of each level. This 11 level requirements which are ancillary to these conditions (and consistent with rules and regulations, contracts, guidelines to pilots and rescue) are also be complied with.5. The main features of crossing level systems are composed of model display, base distribution, popularizing of crossing in open water as well as strategy for its marketing through media and internet.6. The case study proved that it is possible to put the crossing in open water into practice in China by its way of marketing. A win-win consequence could be realized between its promotion and the profits on the establishment of crossing level system in open water.