本文選題：游艇 + 市場推廣模式　； 參考：《大連海事大學》2013年碩士論文

【摘要】：隨著我國經濟發(fā)展水平的不斷提高,游艇產業(yè)已逐步開始在沿海沿江各地興起,國內外游艇生產廠家都將這個每年30%增長速度發(fā)展的市場看作是實現(xiàn)企業(yè)利潤,推動企業(yè)發(fā)展的重要市場,同時,我國沿海沿江城市的政府部門也將發(fā)展游艇產業(yè),健全相關產業(yè)鏈作為推動區(qū)域經濟發(fā)展,支持當?shù)亟洕掷m(xù)發(fā)展的新興動力,游艇產業(yè)的發(fā)展對于持續(xù)提高GDP增長,轉移我國船舶工業(yè)的過剩生產能力,擴大就業(yè),有著重要的積極意義。游艇產業(yè)近年來在我國得到了快速的發(fā)展,以珠三角,長三角為主的生產廠家積聚區(qū)域,匯集了眾多的國內知名品牌企業(yè),同時,世界主要的知名游艇生產廠家也積極發(fā)展中國的市場。雖然游艇產業(yè)的發(fā)展速度迅速,但由于我國游艇產業(yè)起步晚,發(fā)展還處于初步階段,在游艇的推廣方面存在著不足,本文通過整合營銷傳播的方法,采取實證對比分析對我國游艇企業(yè)的市場推廣模式進行分析。 本文首先用整合營銷傳播理論對市場營銷中的促銷理論在游艇市場推廣中的應用進行理論探討,然后結合國外著名游艇品牌生產企業(yè)的游艇推廣模式分析其推廣的模式和流程,其次,分析了中國的游艇市場環(huán)境,及產品所面對的目標市場人群,對我國游艇企業(yè)的市場推廣模式進行實證分析,找出在推廣實踐中存在的問題,最后,對存在的問題進行總結并提出解決這些問題的對策和措施。
[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.
【學位授予單位】：大連海事大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.47;F723

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