青岛市游艇俱乐部体验营销研究

发布时间：2018-06-19 21:32

本文选题：游艇俱乐部 + 营销　；参考：《中国海洋大学》2012年硕士论文

【摘要】：近年来，游艇逐渐进入时尚人士的消费视野。游艇兼具航海、运动、娱乐和休闲等多项功能，象征着尊贵、时尚、休闲和活力，在发达国家已经很普及。在我国东部沿海地区，游艇休闲活动已经逐渐开始发展，游艇俱乐部如雨后春笋般拔地而起。受益于2008年奥帆赛，青岛市游艇俱乐部近年来得到了快速的发展，整体已经初具规模，部分游艇俱乐部的软硬件设施建设走在了全国的前列。但是，，随着奥运经济带来的影响逐渐减弱，以及世界经济的不景气，游艇俱乐部行业内的竞争逐渐进入了白热化阶段，市场营销方面的问题逐渐凸显出来，成为阻碍游艇俱乐部进一步做大做强的制约因素。青岛市的游艇俱乐部，不仅要面对市内同行的竞争，更要面对来自全省、全国甚至周边国家和地区游艇俱乐部的挑战。如何在激烈的竞争中取得优势，采取什么样的营销方式，成为青岛市游艇俱乐部管理者颇为关心的问题。体验营销是体验经济时代下兴起的一种全新的营销方式，它通过发掘并满足顾客的体验需要来开展营销活动，使顾客在消费过程中产生愉悦的情感体验，从而对产品或服务留下深刻的印象和好感，以此促成购买，并有可能引发重复购买。本文在相关理论探讨的基础上，以实地调研为依据，系统分析了青岛市游艇俱乐部的营销现状。针对青岛市游艇俱乐部营销中存在的五个方面的问题，借鉴伯恩德H施密特体验营销理论等，提出了青岛市游艇俱乐部开展体验营销的五个方面的策略，包括：运用丰富多彩的感官式营销，为顾客创造强大的“第一感觉”；运用富有人情味的情感式营销，以情感共鸣打动顾客；运用充满悬念和意外的思考式营销，满足顾客的好奇心和求知欲；运用亲身参与的行动式营销，带给顾客难忘的切身体验；运用有针对性的关联式营销，激发细分市场内顾客的群体认同感等。同时提出了开展体验营销的四种保障措施，包括：加强体验营销文化建设，加强体验营销制度建设，有针对性地培养员工体验营销的服务意识与技能，及时维护游艇俱乐部的动态客户沟通平台等。最后，本文以青岛银海国际游艇俱乐部为实例，分析了该俱乐部的营销现状和存在的隐忧，为其提出了开展体验营销六个方面的具体策略，即：以体验营销理念为指导创新产品品种，构建感官差异；把握尺度实施人性化服务，获得情感认同；深度挖掘游艇文化和历史，以好奇心和求知欲激发思考；开展特色鲜明的主题活动，亲身体验，乐在其中；以关联体验全方位推动群体认同，形成品牌忠诚群体；建设全国性的客户网络信息系统，提升体验服务水平等。希望本文对青岛市游艇俱乐部体验营销的探讨，可以对青岛市游艇俱乐部的营销提供一定的指导意义。
[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.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F552.7

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