Research On The Marketing Strategy Of Yacht Company

With the rapid development of China's economy, the consumption capability of high-end luxuries increases rapidly. And as a top luxury, yacht has entered the Chinese market for a few years. Because Chinese government enacts many macroscopic policies which are of benefit to yacht industry, the development of yacht market accesses into a rapid growth period in just a few years. It should be mentioned especially that the southern region of China, such as Yangtze River Delta and Pearl-River Delta, has become the hot spots of yacht consumption. With the entrance of world-class brands, the market competition is more and more fierce. Shenzhen yacht company which introduces abroad famous brands early has become the leader in luxury yacht market through a few years development and aims the next target at the north China market.In order to seize market opportunities, yacht company establishes a sale network in the Bohai Rim region such as Dalian, Qingdao and Tianjin and have achieved some results. At the same time, more and more yacht sale companies have set their sights on northern market gradually. Unlike southern yacht market, in north the season which is suitable for sailing is only one-third of the season in south. Nevertheless the northern market owns huge consumption potential. As yacht company, how to face the upcoming competition, and how can we posses the bigger and stronger market shares and continue to maintain a competitive advantage? All of these become the most important issues.In this paper, the author read a great quantity of yacht industry data. And in the basis of the marketing theory, the author combines with own practical experience. Through the G-PEST model and Porter five forces model, the author analyzes's external environment in the northern market. Applications to SWOT, EFE and IFE matrix, the author analyzes the's internal environment, finally draws the SWOT strategic plan, and develops marketing strategy in northern market. On this basis, the author also use 4Rs to design specific marketing strategy which can ensure the achievement of our strategy.Combined with own practical work and scientific marketing theory, we expect to provide some ideas to yacht company about the northern marketing and help it to obtain more market shares, even consolidate the status of yacht company in China. This article is benefit for yacht company to identify clearly the northern yacht industry status, internal and external environmental factors. Meanwhile this paper can help us to develop scientific and rational marketing strategy. Due to the yacht industry in northern region is still in the early stages of development, we also hope that this article can give inspiration to other yacht sales companies.