A Study On Yacht Popularization Development Based On The Consumer Behavior Model

In recent years,the yacht with its entertainment,leisure,business,fashion and other aspects of the function,to attract a large number of consumers to participate.After emerging sports such as racing,skiing,yacht has become gradually one of the popular sports leisure activities.With the economy,society,technology,concept development,leisure sports life style will be more diversity and popularity.As one of the yacht sports and leisure activities,there will be more opportunities to enter the public view and provide a unique experience for them.The city of Shenzhen as a pioneer City yacht development,with good geographical environment,warm climate and economic advantages,laid the foundation for the popularization of the yacht industry development,provide a favorable condition.This study through the literature data method,expert interview method to build the model of consumer behavior for the yacht and through the questionnaire survey was informed that yacht consumers in Shenzhen city of gender,age,culture degree,consumption ability,participation and other information,in order to domestic yacht and consumer behavior data were analyzed.Taking Shenzhen city as the consumer survey,statistics and summarized their motivation,information search,attitude,intention,influencing factors and satisfaction.This study found that "leisure,vacation" and "enjoy quality service" are the main motivations of yacht consumers;they generally get information through the network search and yacht experience;The cognitive attitude of yacht is divided into supporters and sideliners;40.4% consumers are willing to participate in the yacht sports;consumers of different demographic variables on the impact of yachting factors and satisfaction differences.Thus,the research proposes strategies in yacht promotion,culture,marketing,market development,and put forward the corresponding suggestions on the relevant laws and regulations,the construction of yacht public infrastructure,water sports activities,professional training and maritime security and other aspects.