Zhuhai City (pincha) Yacht Industrial Zone Investment Strategies Research

Yacht industry, integrating navigation, sport, leisure and recreation, is becoming popular like cars in developed countries with an annual turnover of USD 50 billion. Since the middle of 1980's, the Chinese yacht manufacturing industry has been becoming attractive in the global market at the background of global yacht industry transfer. Zhuhai Yacht Industrial Park established her fame as the biggest Yacht manufacturing base in China through the effort of consecutive investment attraction starting from 2001. Meanwhile, a lot of industrial parks in China are entering into yacht manufacturing, which are competitors to Zhuhai Yacht Industrial Park. This thesis devotes to exploring the possibility of sustaining the competitiveness of Zhuhai Yacht industrial Park, maintaining the leadership of yacht manufacturing in China and building up the yacht manufacturing base aimed at global yacht market.This thesis firstly introduces the current development of the yacht industry at home and abroad, the development tendency of industrial cluster to industrial park and the theory and its application of marketing which can guide the investment attraction, analyses the global economic environment of yacht industry and domestic potential competitors, explains the strong and weak points of the Zhuhai yacht industrial park for further growth and development by exposing its existing core competitiveness of initial industrial cluster.Based on the above information and STP theory of marketing management, by way of analysis of yacht products and investors, the thesis proposes the focus strategy of developing industrial cluster for middle and small size yacht manufacturing in Zhuhai Yacht Industrial Park with the purpose of organically integrating industrial park and investment attraction and the consideration of domestic manufacturing capability. Detailed marketing programs are then planned with the 4P's theory in respect of promoting the Zhuhai Yacht industrial Park in the international market and attracting investment from targeted yacht manufacturers.The thesis tries to put forward a theoretical guidance, which is expected to be applicable as a solution to the further development of Zhuhai Yacht Industrial Park. Follow-up research has to be made yet as to the implementation of the strategy and programs proposed here by referring to the local politic and cultural environment.