The Study On Olympic Sponsored-Marketing Of Water Sports In China

Olympic sponsored-marketing of water sports in China, compared to its own, regardless of the total amount of sponsorship or the number of the last few years really has made considerable progress. But compared to other sports items, whether in terms of market share in the sports market, or the demotic concern, the water project is still a "dark horse". In the period of Beijing Olympic Games, Water sports sponsored marketing in China met its "temporary boom" , but meanwhile, many problems need to be concerned.Through great amount of literature reading, expert interview, case study and questionnaire survey, this study analyzes the opportunities and challenges of water sports sponsored marketing in China. There are particular research on sponsorship programming, execution and evaluation of sponsors and analysis of China Water Sports Administration and agencies’ attendance in the marketing process.This study aims to relate marketing theory and typical cases of water sports sponsored marketing in China, discuss based on the problems and challenges, and finally provide a reference to the "stakeholders" and the sports marketing development in China.After summing up the status quo of water sports sponsored marketing in China, study comes to the following conclusions:1. The "stakeholders" in sponsored-marketing of water sports in China are: China Water Sports Administration, the water sports Olympic teams, sponsors and agencies.2. Water sports is not considered as popular in China. Chinese have low cognition of water sports, and sponsors couldn’t effectively improve its visibility and exposure by sponsoring water sports in China. 3. Olympic sponsored-marketing of water sports in China didn’t meet the best exception of the "stakeholders" , many problems need to be fixed. In the sponsored marketing process, there are mainly 3 points: lack of means, problems in executions and long-term programming.4. To improve Olympic sponsored-marketing of water sports in China, sponsors should make the right orientation before the marketing process, fully use variable marketing methods, and do make the long-term plan.5. Sport agencies should pay more attention on expierence in practice, and gradually make criterion of managing process. More important, they should enhance the training of responsibility and career morality.6. And the leading role in this process - China Water Sports Administration should try to make progress in following countermeasures: Enhancing service awareness; speeding up the popularization of water sports; building up the brand and stars; forming professional leagues and so on.