Study In Experience Marketing Of Zhuhai AP Yacht Club

The yacht as a higher-end leisure activities, and gradually accepted by people. Especially inthe Changjiang river delta, the Zhujiang river delta and other regions, affluent population isconcentrated, consumption ability, to the emerging consumer things have enough curiosityand capacity, yacht economy has become an economic growth point. Coastal cities hasnatural advantages in yacht economy, but also to actively create business opportunities,yacht industry base, build the yacht industrial park, the construction of the yacht supportinginfrastructure, etc., pave the way for the smooth development of yacht industry.The yacht industry is developing rapidly in recent years, the yacht club then has a rapiddevelopment momentum. Yacht club, the increasingly fierce competition between thetraditional way of marketing has been gradually cannot meet the needs of the businesssituation, and become the restriction factor to the further development of yacht club. Todevelop appropriate marketing strategies, to choose the right means of marketing, thus inthe fierce competition, became the yacht club management problems to be solved.Yacht clubs belong to the service sector, to interact with customers directly, experienceeconomy is a kind of natural, has the characteristics of the suitable to carry out theexperience marketing. Experience marketing is to make the core customer interactiveinvolved in the process of consumption, meet the demand of customers different levels ofexperience, in order to achieve a product or service consumption.This paper use experience marketing theory and strategy, through to the yacht clubs ofzhuhai city and a number of fields research, through various channels to understandrelevant situation. Especially for zhuhai AP yacht club management present situation,marketing strategy, etc., are targeted to understand. On the problems existing in themarketing of yacht club,"ender, h. schmidt experience marketing theory, etc., puts forwardthe basic principles of experience marketing, reach the goal and strategy on five aspects.By using the concept of experiential marketing, research marketing models in Zhuhai APYacht Club, Yacht Club against other marketing strategies with reference.