本文選題：游艇俱樂(lè)部 + 營(yíng)銷�。� 參考：《中國(guó)海洋大學(xué)》2012年碩士論文

【摘要】：近年來(lái)，游艇逐漸進(jìn)入時(shí)尚人士的消費(fèi)視野。游艇兼具航海、運(yùn)動(dòng)、娛樂(lè)和休閑等多項(xiàng)功能，象征著尊貴、時(shí)尚、休閑和活力，在發(fā)達(dá)國(guó)家已經(jīng)很普及。在我國(guó)東部沿海地區(qū)，游艇休閑活動(dòng)已經(jīng)逐漸開(kāi)始發(fā)展，游艇俱樂(lè)部如雨后春筍般拔地而起。 受益于2008年奧帆賽，青島市游艇俱樂(lè)部近年來(lái)得到了快速的發(fā)展，整體已經(jīng)初具規(guī)模，部分游艇俱樂(lè)部的軟硬件設(shè)施建設(shè)走在了全國(guó)的前列。但是，，隨著奧運(yùn)經(jīng)濟(jì)帶來(lái)的影響逐漸減弱，以及世界經(jīng)濟(jì)的不景氣，游艇俱樂(lè)部行業(yè)內(nèi)的競(jìng)爭(zhēng)逐漸進(jìn)入了白熱化階段，市場(chǎng)營(yíng)銷方面的問(wèn)題逐漸凸顯出來(lái)，成為阻礙游艇俱樂(lè)部進(jìn)一步做大做強(qiáng)的制約因素。青島市的游艇俱樂(lè)部，不僅要面對(duì)市內(nèi)同行的競(jìng)爭(zhēng)，更要面對(duì)來(lái)自全省、全國(guó)甚至周邊國(guó)家和地區(qū)游艇俱樂(lè)部的挑戰(zhàn)。如何在激烈的競(jìng)爭(zhēng)中取得優(yōu)勢(shì)，采取什么樣的營(yíng)銷方式，成為青島市游艇俱樂(lè)部管理者頗為關(guān)心的問(wèn)題。 體驗(yàn)營(yíng)銷是體驗(yàn)經(jīng)濟(jì)時(shí)代下興起的一種全新的營(yíng)銷方式，它通過(guò)發(fā)掘并滿足顧客的體驗(yàn)需要來(lái)開(kāi)展?fàn)I銷活動(dòng)，使顧客在消費(fèi)過(guò)程中產(chǎn)生愉悅的情感體驗(yàn)，從而對(duì)產(chǎn)品或服務(wù)留下深刻的印象和好感，以此促成購(gòu)買，并有可能引發(fā)重復(fù)購(gòu)買。 本文在相關(guān)理論探討的基礎(chǔ)上，以實(shí)地調(diào)研為依據(jù)，系統(tǒng)分析了青島市游艇俱樂(lè)部的營(yíng)銷現(xiàn)狀。針對(duì)青島市游艇俱樂(lè)部營(yíng)銷中存在的五個(gè)方面的問(wèn)題，借鑒伯恩德H施密特體驗(yàn)營(yíng)銷理論等，提出了青島市游艇俱樂(lè)部開(kāi)展體驗(yàn)營(yíng)銷的五個(gè)方面的策略，包括：運(yùn)用豐富多彩的感官式營(yíng)銷，為顧客創(chuàng)造強(qiáng)大的“第一感覺(jué)”；運(yùn)用富有人情味的情感式營(yíng)銷，以情感共鳴打動(dòng)顧客；運(yùn)用充滿懸念和意外的思考式營(yíng)銷，滿足顧客的好奇心和求知欲；運(yùn)用親身參與的行動(dòng)式營(yíng)銷，帶給顧客難忘的切身體驗(yàn)；運(yùn)用有針對(duì)性的關(guān)聯(lián)式營(yíng)銷，激發(fā)細(xì)分市場(chǎng)內(nèi)顧客的群體認(rèn)同感等。同時(shí)提出了開(kāi)展體驗(yàn)營(yíng)銷的四種保障措施，包括：加強(qiáng)體驗(yàn)營(yíng)銷文化建設(shè)，加強(qiáng)體驗(yàn)營(yíng)銷制度建設(shè)，有針對(duì)性地培養(yǎng)員工體驗(yàn)營(yíng)銷的服務(wù)意識(shí)與技能，及時(shí)維護(hù)游艇俱樂(lè)部的動(dòng)態(tài)客戶溝通平臺(tái)等。 最后，本文以青島銀海國(guó)際游艇俱樂(lè)部為實(shí)例，分析了該俱樂(lè)部的營(yíng)銷現(xiàn)狀和存在的隱憂，為其提出了開(kāi)展體驗(yàn)營(yíng)銷六個(gè)方面的具體策略，即：以體驗(yàn)營(yíng)銷理念為指導(dǎo)創(chuàng)新產(chǎn)品品種，構(gòu)建感官差異；把握尺度實(shí)施人性化服務(wù)，獲得情感認(rèn)同；深度挖掘游艇文化和歷史，以好奇心和求知欲激發(fā)思考；開(kāi)展特色鮮明的主題活動(dòng)，親身體驗(yàn)，樂(lè)在其中；以關(guān)聯(lián)體驗(yàn)全方位推動(dòng)群體認(rèn)同，形成品牌忠誠(chéng)群體；建設(shè)全國(guó)性的客戶網(wǎng)絡(luò)信息系統(tǒng)，提升體驗(yàn)服務(wù)水平等。 希望本文對(duì)青島市游艇俱樂(lè)部體驗(yàn)營(yíng)銷的探討，可以對(duì)青島市游艇俱樂(lè)部的營(yíng)銷提供一定的指導(dǎo)意義。
[Abstract]:In recent years, yachts have gradually entered the consumer vision of fashion people. Yacht has many functions, such as navigation, sports, entertainment and leisure. It symbolizes honor, fashion, leisure and vitality, and has been widely used in developed countries. In the eastern coastal areas of China, yacht leisure activities have gradually begun to develop, yacht clubs springing up like bamboo shoots. Benefited from the 2008 Olympic Sailing, Qingdao Yacht Club in recent years has been rapid development, the whole has begun to take shape, part of the yacht club hardware and software facilities construction in the forefront of the country. However, with the weakening of the impact of the Olympic economy and the recession of the world economy, the competition in the yacht club industry has gradually entered the stage of intensification, and the problems in marketing have gradually become prominent. Become the restriction factor that hinders yacht club further bigger and stronger. The yacht club in Qingdao faces not only the competition from its peers in the city, but also the challenges from the whole province, the whole country and even the neighboring countries and regions. How to gain advantage in the fierce competition and what kind of marketing methods are adopted have become quite concerned by the managers of Qingdao Yacht Club. Experience marketing is a new marketing method rising in the era of experience economy. It develops marketing activities by exploring and satisfying the experience needs of customers, and makes customers have pleasant emotional experience in the process of consumption. The product or service to leave a deep impression and good impression, thus facilitating the purchase, and may lead to repeated purchases. On the basis of relevant theories and field investigation, this paper systematically analyzes the marketing situation of Qingdao Yacht Club. In view of the five problems existing in the marketing of the yacht club in Qingdao, and referring to the experience marketing theory of Bernd H. Schmidt, this paper puts forward five strategies for the experience marketing of the yacht club in Qingdao. They include: using rich and colorful sensory marketing to create a strong "first feeling" for customers; using affective marketing to impress customers with emotional resonance; using suspense and unexpected thinking marketing, Satisfy the curiosity and curiosity of customers; use the action marketing of personal participation to bring customers unforgettable personal experience; use targeted related marketing to stimulate the group identity of customers in the subdivision market and so on. At the same time, it puts forward four kinds of safeguard measures to carry out the experience marketing, including: strengthening the experience marketing culture construction, strengthening the experience marketing system construction, cultivating the staff experience marketing service consciousness and skill pertinently. Timely maintenance of yacht club dynamic customer communication platform, etc. Finally, taking the Qingdao Yinhai International Yacht Club as an example, this paper analyzes the current marketing situation and existing hidden worries of the club, and puts forward six specific strategies for the development of experience marketing. Namely: guided by the experience marketing idea to innovate the product variety, constructs the sense organ difference; grasps the scale to carry out the humanized service, obtains the emotion identity; excavates the yacht culture and the history in depth, stimulates the thought with the curiosity and the curiosity; Carry out distinctive thematic activities, experience them, enjoy them; promote group identification and brand loyalty group with related experience; build national customer network information system, improve experience service level, etc. It is hoped that the discussion of experience marketing of Qingdao Yacht Club in this paper can provide some guidance for the marketing of Qingdao Yacht Club.
【學(xué)位授予單位】：中國(guó)海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F552.7

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