Research On Marketing Strategy Optimization Of YT Company’s Popular Yacht Experience Tourism

Yachting is a healthy lifestyle and it is also an important carrier for common citizens to enjoy healthy water life.In recent years,the relevant national departments and industries have realized the importance of the yacht industry,continuously supporting polices have been carried out to make it clear that the trend of yacht popularization is the main direction for the development of China’s yacht industry.It is necessary to cultivate and form a mass-market for yachts vigorously.Relying on the industrial policies,YT Company takes the lead in developing popular yacht experience tourism projects.However,due to the lack of innovation in business ideas and unscientific marketing strategies,the problems of product homogeneity cannot be solved and the sales channel are not smoothly enough,so that its market share has remained low all the year round and business development has not made substantial breakthroughs.Moreover,the development of YT Company has seriously hindered with the impact of the COVID-19 epidemic since 2020.This thesis takes YT Company’s popular yacht experience tourism as the research object,trying to analyze how to optimize the marketing strategy from the perspective of 7P marketing mix theory,in order to improve the market share and competitiveness of YT Company’s popular yacht experience tourism.The previous research results of domestic and foreign scholars on yacht tourism have been taken as reference,PEST analysis and Porter’s Five Forces Model have been used and some methods such as questionnaires,interviews have been adopted to study the popular yacht experience tourism business of YT Company.The series of problems have been found out through staff interviews and surveys on tourists’ demand preference and satisfaction to Wuyuan Bay Yacht Port.The problems are summarized as extensive product form without memory point,inflexible price,lacking of market competitiveness,channel marketing out of the market,insufficient publicity of brand advantages,imbalance in the proportion of personnel elements,vague guidance of location signs and landscape,and non-uniform service quality and standards.At last,the optimization of marketing strategies have been put forward to solve the problems in terms of 7P marketing mix theory.The suggestions include creating characteristic coastal tourism products,setting up independent marketing network channels and parallel channels of agents,making use of holiday theme activities,creating an internet celebrity gathering spot with marine elements,cultivating professional talents together with colleges and universities,improving the quality of personnel service,positioning the wharf accurately and the guidance of scenic spot signs,and optimizing customer service process.The specific measures have also been put forward to make sure that the effective implementation of marketing strategy.It is hoped that the research of this article can be helpful to the operation and development of YT’s popular yacht experience tourism under the normalization of the epidemic situation and providing some experiences and references for the operation and development of similar domestic tourism companies.