本文選題：游艇俱樂部 + 營銷　； 參考：《中國海洋大學(xué)》2012年碩士論文

【摘要】：近年來，游艇逐漸進(jìn)入時尚人士的消費視野。游艇兼具航海、運動、娛樂和休閑等多項功能，象征著尊貴、時尚、休閑和活力，在發(fā)達(dá)國家已經(jīng)很普及。在我國東部沿海地區(qū)，游艇休閑活動已經(jīng)逐漸開始發(fā)展，游艇俱樂部如雨后春筍般拔地而起。 受益于2008年奧帆賽，青島市游艇俱樂部近年來得到了快速的發(fā)展，整體已經(jīng)初具規(guī)模，部分游艇俱樂部的軟硬件設(shè)施建設(shè)走在了全國的前列。但是，，隨著奧運經(jīng)濟帶來的影響逐漸減弱，以及世界經(jīng)濟的不景氣，游艇俱樂部行業(yè)內(nèi)的競爭逐漸進(jìn)入了白熱化階段，市場營銷方面的問題逐漸凸顯出來，成為阻礙游艇俱樂部進(jìn)一步做大做強的制約因素。青島市的游艇俱樂部，不僅要面對市內(nèi)同行的競爭，更要面對來自全省、全國甚至周邊國家和地區(qū)游艇俱樂部的挑戰(zhàn)。如何在激烈的競爭中取得優(yōu)勢，采取什么樣的營銷方式，成為青島市游艇俱樂部管理者頗為關(guān)心的問題。 體驗營銷是體驗經(jīng)濟時代下興起的一種全新的營銷方式，它通過發(fā)掘并滿足顧客的體驗需要來開展?fàn)I銷活動，使顧客在消費過程中產(chǎn)生愉悅的情感體驗，從而對產(chǎn)品或服務(wù)留下深刻的印象和好感，以此促成購買，并有可能引發(fā)重復(fù)購買。 本文在相關(guān)理論探討的基礎(chǔ)上，以實地調(diào)研為依據(jù)，系統(tǒng)分析了青島市游艇俱樂部的營銷現(xiàn)狀。針對青島市游艇俱樂部營銷中存在的五個方面的問題，借鑒伯恩德H施密特體驗營銷理論等，提出了青島市游艇俱樂部開展體驗營銷的五個方面的策略，包括：運用豐富多彩的感官式營銷，為顧客創(chuàng)造強大的“第一感覺”；運用富有人情味的情感式營銷，以情感共鳴打動顧客；運用充滿懸念和意外的思考式營銷，滿足顧客的好奇心和求知欲；運用親身參與的行動式營銷，帶給顧客難忘的切身體驗；運用有針對性的關(guān)聯(lián)式營銷，激發(fā)細(xì)分市場內(nèi)顧客的群體認(rèn)同感等。同時提出了開展體驗營銷的四種保障措施，包括：加強體驗營銷文化建設(shè)，加強體驗營銷制度建設(shè)，有針對性地培養(yǎng)員工體驗營銷的服務(wù)意識與技能，及時維護(hù)游艇俱樂部的動態(tài)客戶溝通平臺等。 最后，本文以青島銀海國際游艇俱樂部為實例，分析了該俱樂部的營銷現(xiàn)狀和存在的隱憂，為其提出了開展體驗營銷六個方面的具體策略，即：以體驗營銷理念為指導(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；開展特色鮮明的主題活動，親身體驗，樂在其中；以關(guān)聯(lián)體驗全方位推動群體認(rèn)同，形成品牌忠誠群體；建設(shè)全國性的客戶網(wǎng)絡(luò)信息系統(tǒng)，提升體驗服務(wù)水平等。 希望本文對青島市游艇俱樂部體驗營銷的探討，可以對青島市游艇俱樂部的營銷提供一定的指導(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】：中國海洋大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F552.7

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