S公司游艇展项目创新发展研究

发布时间：2018-04-22 11:09

本文选题：游艇展 + 游艇产业　；参考：《华东师范大学》2013年硕士论文

【摘要】：游艇产业被称为“漂浮在黄金水道上的巨大商机”,在经济发达的欧美国家,游艇作为一种带有奢侈消费特点的水上娱乐产品,已经像汽车一样逐渐成为较普及的家庭和个人高级耐用消费品；而在中国,游艇产业刚刚起步,然而随着中国经济的快速发展,游艇经济也持续升温,越来越多的人开始关注游艇,消费需求也在不断增加。 S公司的游艇展项目(上海国际游艇展)从1996年成立开始,经历了17年的风风雨雨,如今已发展成为我国第一大国际性游艇展会。然而,随着游艇及相关行业在我国的迅速发展,国内其他城市也看到了其中的商业契机和价值,各地举办的游艇展先后崛起和举办。S公司游艇展项目的发展战略如何确立、如何调整,如何创新运作模式和管理服务,从而突破该项目存在的发展瓶颈,是本文主要分析和研究的课题。本文在整理总结了国内外游艇业制造市场和消费市场的基础上详细分析了我国游艇展会的发展和现状,并通过对其他同类展会的各项数据指标的比较,同时利用PEST、波士顿矩阵、SWOT分析等工具,对S公司游艇展项目的现状、市场地位和综合竞争力进行了分析和归纳。然后通过问卷调查等方法剖析该项目目前存在的问题,并尝试通过对海外游艇展成功经验的借鉴结合S公司游艇展项目的实际情况,提出解决方案并组织实施。通过本论文的研究,有助于帮助S公司的游艇展项目巩固核心竞争力以及提高综合竞争力,从而更好的长期、可持续的发展。同时,本文为我国的展会主办方在游艇展的创新发展方面提供了具有一定运用价值的研究成果和建议。
[Abstract]:The yacht industry is called "the huge business opportunity floating on the golden waterway". In the developed European and American countries, the yacht is a kind of aquatic entertainment product with the characteristic of luxury consumption. The yacht industry in China has just started. However, with the rapid development of the Chinese economy, the yacht economy continues to heat up. More and more people are paying attention to yachts, and consumer demand is increasing. The yacht exhibition project of S Company (Shanghai International Yacht Show) was established in 1996 and has been through 17 years of ups and downs. Now it has become the first international yacht exhibition in China. However, with the rapid development of yacht and related industries in China, other cities in China also see the commercial opportunity and value, and how to establish the development strategy of the yacht exhibition project of the company. How to adjust and how to innovate the operation mode and management service to break through the development bottleneck of the project is the main analysis and research topic in this paper. Based on the summary of domestic and international yacht industry manufacturing market and consumer market, this paper analyzes the development and current situation of domestic yacht fair in detail, and compares the various data indexes of other similar exhibitions. At the same time, by using the tools of pest, Boston Matrix and SWOT analysis, this paper analyzes and summarizes the current situation, market position and comprehensive competitiveness of the yacht exhibition project in S Company. Then through questionnaire survey and other methods to analyze the existing problems of the project and try to learn from the successful experience of overseas yacht show combined with the actual situation of S company yacht exhibition project put forward solutions and organize the implementation. Through the research of this paper, it is helpful to help S company's yacht exhibition project to consolidate the core competitiveness and improve the comprehensive competitiveness, so as to improve the long-term and sustainable development. At the same time, this paper provides some valuable research results and suggestions for the organizers of our country's exhibition on the innovation and development of the yacht show.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F552;F592

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