| In this paper, from the angle of the characteristics of swimmers and the swimming complex resources, business service perspectives as well as the constitution of swimming coaches and lifeguards in Weihai City, mass swimming and its related factors are studied by using document, interviewing, questionnaire and mathematical statistics methods. The related factors that affect mass swimming are pointed out and scientific development ways are put forward. This study combined with swimming fitness and sports industrialization will not only give a warning to the swimmers who should have a healthy fitness concept and self-protective awareness but also will present reference value to strengthen the management of swimming places and increase income, and promote the healthy and safe development of Weihai coast tourism industry as well as expand and standardize the swimming training market. It shows a positive and healthy practical significance in further promoting mass swimming in Weihai City. The conclusions and countermeasures after investigation are as following:1 Conclusions1.1 At present mass swimming is in a good shape in Weihai City. Male swimmers play more actively than women, middle-aged and older account for a large proportion in mass swimming groups while the number of young people and children is lower.1.2 According to season and site selection, mass swimming fitness group in Weihai City can be divided into four categories: seasonal sea swimming fitness enthusiasts, all seasonal sea swimming fitness enthusiasts, marine and indoor swimming fitness enthusiasts, all seasonal indoor swimming fitness enthusiasts. According to site selection, the group can be divided into two categories: sea swimming fitness enthusiasts, indoor swimming fitness enthusiasts.1.3 The consumption of mass swimming group is mainly occurred in times card or monthly card and the consumption is polarized in Weihai City. Most of individuals have a good fitness habits, but the vast of respondents are lack of knowledge on safe swimming and lifesaving skills. The elementary swimming skill is acquired mainly through the swimming course. Swimming enthusiasts take the initiative in the participation in the mass swimming events.1.4 The main external factors which affect mass swimming in Weihai City are: small scale of indoor swimming places, the defect of safety and rescue systems, the lower number of professional swimming coaches and lifeguards. The major internal factors are: individual's time, income and fitness concept.2 Developing Countermeasures2.1 The principals of schools and enterprises should make the knowledge of swimming widely in children and youth. Some conditions such as training courses and swimming competitions should be set up to encourage students and staff in swimming.2.2 The construction of life-saving system and self-test routine water quality should be further strengthened in swimming places, which will create and ensure a safe and healthy environment for consumers.2.3 The flexible market strategy and tickets should be set up based on seasonal demand and market consumption. The related departments and Swimming Association should reinforce safety self-education and spread life-saving skills for swimmers, and continue to strengthen the supervision of swimming training market and expand it, as well as continue to popularize mass swimming events in the public.2.4 Government should set up preferential policy to boost private capital into the development and construction of swimming gyms for mass swimming demand. Relevant departments should continue to strengthen skills training for professional swimming coaches and lifeguards and expand the scales.
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