摘要
摘 要
游艇是一种健康的生活方式，是普通市民享受健康水上生活的重要载体。近
年来，国家相关部门、行业认识到游艇产业的重要性，不断出台相关支持政策，
明确游艇大众化趋势是中国游艇产业发展的主要方向，要大力培育形成游艇大
众消费市场。YT公司依托产业政策，先行先试，发展大众化游艇体验旅游项目。
但由于经营思路缺乏创新、营销策略不科学，导致产品同质化问题不能解决，销
售渠道不够畅通，市场占有率常年维持低位，业务发展一直未取得实质性突破，
再加上 2020年以来新冠疫情的影响，对 YT公司的发展造成了严重阻碍。
本文以 YT公司大众化游艇体验旅游为研究对象，试图从 7P营销组合理论
角度，分析如何优化营销策略，以提高 YT公司大众化游艇体验旅游的市场占有
率和竞争力。本文参考国内外学者关于游艇旅游的研究成果，运用 PEST分析法
和波特五力模型，采用问卷调查、人员访谈等方法，对 YT公司大众化游艇体验
旅游业务进行研究。通过游客对五缘湾游艇港的需求偏好和满意度调查，以及人
员访谈，总结其存在产品形式粗放没有记忆点、价格不灵活缺乏市场竞争力、渠
道营销脱离市场、品牌优势宣传力度不足、人员要素配置比例失衡、区位标识和
景观引导模糊、服务质量和标准不统一等一系列问题。最后结合 7P营销组合理
论，提出打造特色滨海旅游产品、网络渠道自主营销和代理商渠道并行、利用节
假日主题活动、打造海洋元素网红打卡地、与高校共建培养专业人才、提升人员
服务质量、精准码头定位和优化景区标识导示引导、优化客户服务流程等营销策
略优化建议，并为其营销策略的有效实施提出具体的保障措施。
希望本文的研究能对疫情常态化下 YT公司大众化游艇体验旅游的经营发
展有所帮助，也希望为国内同类旅游运营公司的经营发展提供些许借鉴和参考。
关键词：大众化游艇体验旅游；五缘湾游艇港；营销策略；7P营销理论
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Abstract
Abstract
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 themarket, insufficient publicity of brandadvantages, 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
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