游艇市场推广模式研究

发布时间：2018-04-30 07:04

本文选题：游艇 + 市场推广模式　；参考：《大连海事大学》2013年硕士论文

【摘要】：随着我国经济发展水平的不断提高,游艇产业已逐步开始在沿海沿江各地兴起,国内外游艇生产厂家都将这个每年30%增长速度发展的市场看作是实现企业利润,推动企业发展的重要市场,同时,我国沿海沿江城市的政府部门也将发展游艇产业,健全相关产业链作为推动区域经济发展,支持当地经济持续发展的新兴动力,游艇产业的发展对于持续提高GDP增长,转移我国船舶工业的过剩生产能力,扩大就业,有着重要的积极意义。游艇产业近年来在我国得到了快速的发展,以珠三角,长三角为主的生产厂家积聚区域,汇集了众多的国内知名品牌企业,同时,世界主要的知名游艇生产厂家也积极发展中国的市场。虽然游艇产业的发展速度迅速,但由于我国游艇产业起步晚,发展还处于初步阶段,在游艇的推广方面存在着不足,本文通过整合营销传播的方法,采取实证对比分析对我国游艇企业的市场推广模式进行分析。本文首先用整合营销传播理论对市场营销中的促销理论在游艇市场推广中的应用进行理论探讨,然后结合国外著名游艇品牌生产企业的游艇推广模式分析其推广的模式和流程,其次,分析了中国的游艇市场环境,及产品所面对的目标市场人群,对我国游艇企业的市场推广模式进行实证分析,找出在推广实践中存在的问题,最后,对存在的问题进行总结并提出解决这些问题的对策和措施。
[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.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.47;F723

【参考文献】