By the methods of literature study, questionnaire and expert interview, the paper focuses on the promotion and development of rugby in Shanghai in order to help the promotion and development of the sport in Shanghai. The result of the study shows that the problems of less rugby fields, weak coaching staff and imbalance of rugby resources distribution have limited the popularization of the sport in Shanghai. The awareness of rugby of the Shanghai university students is mostly perceptual, but they have strong will of playing rugby. Most of the rugby lovers are male and young. It is accepted by the rugby favorites that rugby has the function of keeping fit and venting emotion. Shanghai rugby teams are composed of the students of former track and field athletes, who are burdened with the pressure of study. They are facing the problems of body modification, too many contents of specific training, less training time and little competition opportunities. Those problems are the main factors affecting players’ performance and the upgrade of the overall strength of the teams. The paper makes rational analysis of the above-mentioned problems from the three aspects of social marketing, popularizing rugby in schools and the development of competitive rugby teams. The corresponding means for the promotion and development of rugby in Shanghai is worked out. |