Study On Marketing Strategy Of Yacht Products In SZ Corporation

During the 13 th five-year plan period,the state has proposed the goal of "expanding the blue economic space".Yacht economy,as an important part of the marine economy,is bound to obtain a new development opportunity in the environment of blue economic expansion.In developed countries,such as Europe and the United States,yacht has become a consumption category that goes beyond high-end luxury goods.Yacht which is close to nature and integrated with nature has been a major leisure and entertainment tool in developed countries.However,In China,the yacht consumption is in bud.With the rapid development of Chinese economy,the yacht economy will enter the stage of rapid development in China,and many companies are also aiming at new opportunities to get into the yacht market step by step.Based on the analysis of the current consumption characteristics of yacht market in China and developed countries,this paper summarized the main competition situation of yacht in marketing.Based on the real yacht product marketing of SZ company,this paper analyzes the competition situation and marketing problems of SZ yacht products.Combined with the actual situation of SZ company and yacht market future trend,marketing strategy was established which conforms to SZ yacht product marketing policy and future development trend from the respects of the organization's marketing and the leisure marketing.The research of this paper will help SZ to establish countermeasures for the marketing strategy of yacht products,which can enhance the core competitiveness of SZ yacht products in the international and domestic market.At the same time,it can provide reference for relevant yacht enterprises in marketing,promote the rapid development of Chinese yacht companies,and improve the yacht consumption in China.