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摘 要
广州太古仓游艇会是广州城区范围内第一家获得审批且具有一定规模的游艇会，集
娱乐休闲、游艇租赁、商务招待、培训、餐饮服务等一体的会所。游艇会自成立后，面
临大环境下消费习惯的改变以及市场上竞争对手多方面的竞争，并且由于自身在软硬件
配置、人力资源、品牌和营销等方面都存在不足，公司日常经营面临诸多压力，如何制
订适合游艇会的发展战略，使其能抓住机遇、规避风险、发挥优势、消除劣势，走向健
康快速发展的道路，是本文的重要研究课题。

本文以战略管理理论为基础，运用现代企业战略理论和分析工具，以太古仓游艇会
为研究对象，采用理论与实际相结合的研究方法，以案例研究方法为主，通过建立五种
竞争力模型，分析太古仓游艇会发展过程中主要竞争对手、潜在竞争对手、行业的新进
入者、供应商和顾客之间的相互作用关系和力量，明确了太古仓游艇会的竞争态势；对
太古仓游艇会的内、外部环境、自身的优势和劣势进行了较深入分析，在上述分析的基
础上，研究并提炼出适合太古仓游艇会目前发展的战略重点：产品服务差异化战略，俱
乐部品牌战略，营销与产品创新战略。制订了公司战略实施的保障措施，包括健全企业
管理制度，加大品牌建设力度，完善人力资源管理，推进信息化建设，加强企业文化建
设等。论文的撰写不仅为对本地区其他游艇俱乐部的经营发展具有现实意义，也对探索
本地游艇产业的发展具有一定借鉴意义。

关键词：游艇会；发展战略；保障措施ABSTRACT
Guangzhou TaiGuCang Yacht Club (TYC) in Guangzhou city is the first authorized
commercial yacht club with business including recreation entertainment, yacht rental, training,
catering services. the club is under pressures and facing challenges because of improper
software and hardware allocation，poor human resource management and lacking of brand
marketing. The purpose of this study is to formulate appropriate development strategy of TYC,
so that it can grasp the opportunity, avoid risk, play advantage, eliminate the disadvantages,
and develop rapidly.
On the basis of strategic management theory, using modern strategic theories and
analysis tools, with the TYC as a case study, present study employs five competitive forces
model to analyze the main competitors, potential competitors, the new comer and the relation
between the supplier and customer, in order to define the position of TYC in the competition
and to propose development strategies for TYC through in-depth analysis of internal and
external environment, advantages and disadvantages of TYC. The proposed strategies are
product differentiation strategy, the club brand strategy, marketing and product innovation
strategy. And also suggest the security measures to implement the company strategy,
including completing the management system of enterprises, strengthening brand image,
improving human resources management, boosting information construction and building
corporation culture. The conclusion of the study has universal significance to other yacht
clubs development and will make contribution to local yacht industry growth.
Key Words：Yacht Club；Development Strategy ；Security Measures