游艇俱乐部运营机制与管理模式的优化研究——以三亚为例

The Optimizing Research on the Operating Mechanism and Management Model of Yacht Club:Taking Sanya as an Example

游艇作为新型休闲旅游项目在中国迅速兴起。海南的游艇旅游在政策支持、资源环境等方面优势突出。三亚作为海南建设国际旅游岛的排头兵,对游艇旅游的发展给予了充分的重视。但游艇俱乐部在运营管理方面反映出的绩效不佳。通过回顾相关研究成果,并实际调查三亚游艇俱乐部的运营现状,重点对运营机制与管理模式进行剖析,归纳游艇俱乐部面临的发展难题,提出游艇俱乐部通过明确市场定位、创新业务类型、推动与关联行业融合发展、开辟营销公关新思路、完善投资机制等途径实现管理模式优化,进而使游艇俱乐部的内部管理适应环境变化。

As one of the new tourism product, the yacht activities grow rapidly. The yacht tourism of Hainan province has advantages in policy, resources and environment and so on. Sanya, the representative of Hainan International Island, gives enough attention to the yacht tourism. However, the yacht clubs do not perform very well. By reviewing the researching results and investigating the operating condition, the paper analyzes the operating mechanism and management model thoroughly, and summarizes the developing problems. Finally, the article provides the following advice： defining the marketing positioning, innovating the products, promoting the integration with the relevant industry, seeking new ways for the marketing, perfecting the investment mechanism etc. Thus, the internal management can be adapted to the changing environment.