Research On The Experience Marketing Of Yacht Club In Qingdao

Recently, yacht is gradually considered to be a new kind of consumption forfashionable people. Yacht is very popular in the developed countries for its features ofsailing, sport, entertainment and leisure, also for its symbol of dignity, fashion andvitality. the development of Yacht industry in China has entered embryonic period, inthe eastern coastal areas, yacht leisure activities have gradually started to develop, andyacht clubs are also mushrooming.Benefit from the2008Olympic Sailing Regatta, the yacht clubs in Qingdao havemade rapid development and begun to take shape, the infrastructure and softwarefacilities of some yacht clubs have taken the lead in our country. However with theweakening of the impact of Olympic economy and global economic depression, thecompetition within yacht clubs has got into a white-hot stage, and the marketingproblems gradually highlight and become the constrains for further development. Forthe yacht clubs in Qingdao, the competitions are not only from rivals in Qingdao, butalso from nationwide and even neighboring countries. Hence how to get theadvantages and what way of marketing should be taken have became the urgentproblems which the managers of yacht clubs in Qingdao must face.Experiential marketing experience economy era, the rise of a new marketingapproach, identify and meet the customer experience needs to carry out marketingactivities, allowing customers to produce pleasant emotional experience in theconsumption process, thus leaving the product or servicea deep impression andgoodwill, in order to contribute to the purchase, and may lead to repeat purchase.The paper systematically analyses the current marketing situation of Qingdaoyacht clubs based on theoretical discussion and fundamental research. For the fiveproblems that exist in the marketing of the Qingdao City Yacht Club, learn fromBernd H Schmidt theory, and so the experience of the popular marketing theory, proposed to carry out the five aspects of the experiential marketing strategy.Itincludes: applying a variety of sensory marketing to create powerful “firstimpression”; utilizing emotional marketing to get emotional resonance withconsumers; using thinking marketing that is full of suspense to satisfy consumers’desire for knowledge creatively; applying hand-on marketing to bring customersunforgettable experience; utilizing relational marketing to focus on targeted market.Meanwhile, the paper provides four kinds of supporting measures for developingexperience marketing, including strengthening cultural construction, enhancing theconstruction of experience marketing system, fostering the awareness of services andskills of experience marketing of the staff, maintaining dynamic customercommunication platform timely etc..The paper in the end puts forward six aspects specific strategies of carrying outexperience marketing by analyzing the current situation and existing hidden problemsof marketing of Qingdao Yinhai International Yacht Club, which is the largest yachtclub in Qingdao. The six strategies are: innovating new products and structuring sensedifferentia based on experience marketing concept; conducting human-based serviceand gaining emotional identification skillfully; digging out the yacht culture andhistory deeply and stimulating creativity thoughts; carrying out diversified activityand different levels of exercise experiencing; strengthening the inspiring capacity ofrevelant experiencing and forming the loyalty group of the brand; constructing thecustomers’ internet information system nationwide and enhancing the service level ofexperiencing etc..Hoping that this paper could be instructive to Qingdao yacht clubs’ marketingthanks to the discussion of experience marketing of Qingdao yacht clubs.