發(fā)布時(shí)間：2018-04-30 07:04

  本文選題：游艇 + 市場(chǎng)推廣模式　； 參考：《大連海事大學(xué)》2013年碩士論文

【摘要】：隨著我國(guó)經(jīng)濟(jì)發(fā)展水平的不斷提高,游艇產(chǎn)業(yè)已逐步開(kāi)始在沿海沿江各地興起,國(guó)內(nèi)外游艇生產(chǎn)廠家都將這個(gè)每年30%增長(zhǎng)速度發(fā)展的市場(chǎng)看作是實(shí)現(xiàn)企業(yè)利潤(rùn),推動(dòng)企業(yè)發(fā)展的重要市場(chǎng),同時(shí),我國(guó)沿海沿江城市的政府部門(mén)也將發(fā)展游艇產(chǎn)業(yè),健全相關(guān)產(chǎn)業(yè)鏈作為推動(dòng)區(qū)域經(jīng)濟(jì)發(fā)展,支持當(dāng)?shù)亟?jīng)濟(jì)持續(xù)發(fā)展的新興動(dòng)力,游艇產(chǎn)業(yè)的發(fā)展對(duì)于持續(xù)提高GDP增長(zhǎng),轉(zhuǎn)移我國(guó)船舶工業(yè)的過(guò)剩生產(chǎn)能力,擴(kuò)大就業(yè),有著重要的積極意義。游艇產(chǎn)業(yè)近年來(lái)在我國(guó)得到了快速的發(fā)展,以珠三角,長(zhǎng)三角為主的生產(chǎn)廠家積聚區(qū)域,匯集了眾多的國(guó)內(nèi)知名品牌企業(yè),同時(shí),世界主要的知名游艇生產(chǎn)廠家也積極發(fā)展中國(guó)的市場(chǎng)。雖然游艇產(chǎn)業(yè)的發(fā)展速度迅速,但由于我國(guó)游艇產(chǎn)業(yè)起步晚,發(fā)展還處于初步階段,在游艇的推廣方面存在著不足,本文通過(guò)整合營(yíng)銷(xiāo)傳播的方法,采取實(shí)證對(duì)比分析對(duì)我國(guó)游艇企業(yè)的市場(chǎng)推廣模式進(jìn)行分析。 本文首先用整合營(yíng)銷(xiāo)傳播理論對(duì)市場(chǎng)營(yíng)銷(xiāo)中的促銷(xiāo)理論在游艇市場(chǎng)推廣中的應(yīng)用進(jìn)行理論探討,然后結(jié)合國(guó)外著名游艇品牌生產(chǎn)企業(yè)的游艇推廣模式分析其推廣的模式和流程,其次,分析了中國(guó)的游艇市場(chǎng)環(huán)境,及產(chǎn)品所面對(duì)的目標(biāo)市場(chǎng)人群,對(duì)我國(guó)游艇企業(yè)的市場(chǎng)推廣模式進(jìn)行實(shí)證分析,找出在推廣實(shí)踐中存在的問(wèn)題,最后,對(duì)存在的問(wèn)題進(jìn)行總結(jié)并提出解決這些問(wèn)題的對(duì)策和措施。
[Abstract]:With the development of economy in our country, the yacht industry has gradually started to rise all over the coastal areas along the Yangtze River. Domestic and foreign yacht manufacturers regard this 30% annual growth rate market as the realization of enterprise profits. At the same time, government departments in coastal cities of China will develop yacht industry and improve the relevant industrial chain as a new driving force to promote regional economic development and support the sustainable development of local economy. The development of yacht industry is of great significance to improve the GDP growth, transfer the excess production capacity of China's shipbuilding industry and expand employment. The yacht industry has developed rapidly in China in recent years. The main manufacturers in the Pearl River Delta and the Yangtze River Delta have gathered together a large number of domestic well-known brand enterprises, at the same time, The world's leading yacht manufacturers are also actively developing the Chinese market. Although the yacht industry is developing rapidly, because of the late start of yacht industry in our country, the development is still in the initial stage, and there are some shortcomings in the promotion of yacht. This paper analyzes the marketing model of Chinese yacht enterprises by using empirical comparative analysis. This paper first discusses the application of marketing promotion theory in yacht market with integrated marketing communication theory, and then analyzes the model and process of yacht promotion by combining with the yacht promotion model of famous yacht brand manufacturing enterprises abroad. Secondly, it analyzes the market environment of yacht in China, and the target market crowd that the products face, and makes an empirical analysis on the marketing model of Chinese yacht enterprises, and finds out the problems existing in the promotion practice. Finally, Summarize the existing problems and put forward the countermeasures and measures to solve these problems.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F426.47;F723

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本文編號(hào)：1823562