本文以中国第一家具有国际水准的一体化私家会员制游艇俱乐部苏州太湖水星
游艇俱乐部为研究对象，以案例分析的形式对该俱乐部现有经营战略和经营模式进行
剖析，运用战略分析方法找出现行经营模式存在的问题，并提出符合俱乐部战略需要
的战略管理目标。在重新定位战略管理目标的基础上，对俱乐部现有经营模式系统的
内容进行了分析，发现存在的问题并选择合适的经营模式设计技术方法进行了再设计。
本文在以下几方面做了有益的尝试：首先，在分析和设计经营模式的过程中，非
常深刻的认识到战略管理定位与公司战略的协同关系对经营模式工作的重要意义；其
次，对俱乐部及游艇产业经营模式等内容进行了深入分析并提出建议；最后，结合成
熟的理论完成了苏州太湖水星游艇俱乐部经营模式系统的重新设计。该经营模式分析
和设计的方法对类似游艇俱乐部企业经营管理有一定的借鉴意义。
关键字： 游艇 游艇产业 经营模式 游艇俱乐部
Abstract
Business model is an important part of enterprise management; it is a profound impact
on the development of the enterprise. In different stage especially enterprise strategic
transformation period, business model also need to undertake corresponding adjustment for
achieving the strategic goal, in order to ensure the business model for the continued role.
This paper studies Suzhou Taihu mercury yacht club that is the first Chinese company
of the private membership yacht club with international level and integration. It analyzes
the existing business strategy and business model and finds the existing problems by the
strategic analyzing method .This paper also provides a strategic management goals in
accordance with the club’s strategic requirements. On the basis of the goal of strategic
management, this paper analyzes the club’s existent business model system and finds the
existent problems and redesigns the right business model by use of the suitable business
model techniques.
This paper does the following efforts: firstly, during analyzing and designing business
mode , really realizes the importance of the accordance between the corporation's
development strategy and management strategy; Secondly, studies the business model of
the club and the yacht industry and brings forward relative suggestions; Finally, redesigns
the Suzhou Taihu mercury club &marina’s business model systems. This paper is
meaningful for the like the yacht club’s enterprise management.
Key words: Yacht ,Yacht Industry , Business model, Yacht Club
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