The Coastal City Of Yantai Leisure Sports Industry Development Strategy Research

This paper took by using the research method of literature, expert interviews, logical analysis, field investigations and more to analyze the posture and to do the investigation and research of the development of Yantai’s marine sports leisure industry. Moreover, it put forward some strategic structures for the resources of Yantai and its marine sport at the same time. And all the conclusions are as follows:(1)Yantai has advantages over natural and human conditions, such as good location, developed sea, land and air networks, and its perfect economic foundation, as well as the environment of its education, science and sanitary environment. However, it has some problems. For instance, the core area lacks power of development, marine leisure sports industry’s market is weak, and industrial structure is unharmonious, and so is the structure of sport industries. What’s more, the competition is great with other leisure industries and leisure areas of Dalian, Qingdao, Qinhuangdao and so on. According to the investigation and research of the posture, for Yantai’s marine leisure sports industry as a strategic choice, I’d like to put forward non-balanced and unharmonious development, characteristic and independent innovation development, soft power development and overall planning development as strategic developments.(2) In the light of the present situation of Yantai’s marine leisure sports industry’s development and series of relevant problems, this paper preliminarily defined the general train of thought, strategic objective, strategic focus and came up with the ideas of abiding the principle of "develop step by step and develop continuously "to exploit marine leisure sports industry of Yantai; correctly knowing the "choke point" link to choose the main part of Yantai’s marine leisure sports industry; to analyze Yantai by its regional location in an objective way, choosing "Λ" shaped structure as the way to develop Yantai’s marine leisure sports industry, and "one pole with two wings and development around the sea" as a method; correctly knowing the advantages that every part of Yantai has for the development of marine leisure sports industry, and arranging the industry’s pattern with the development mode "one pole leading, multipole rising".(3)I have formulated the strategic measure of the development of Yantai marine leisure sports industry, as follows:making stable and perfect support policy, completing a scientific statistic index system of marine leisure industry, strengthening the effects of marketing, intensifying the brand awareness, focusing on green civilization and attaching importance to service and changing the public values, highlighting area culture, in the light of the different needs of the teen, the adult, and the old to develop the market of Yantai marine leisure sports industry, trying to apply for some high-leveled international and national sports events, and trying to have some interactions with media about the values of the marine leisure sport industry.