遊艇，是人們於海洋中行動，最夢寐以求的精品之一。以亞洲市場為例，目前各國正積極建照遊艇碼頭以利遊艇產業發展，對於亞洲的遊艇製造商來說是一大優勢，由於亞洲市場比起國外如歐美市場而言，還算是新興市場，對於此市場開發的亞洲遊艇廠商來說，須將如何應對，以增加遊艇市佔率的提升，嚴防國外遊艇品牌積極搶攻，對於遊艇購買的價位會依照每個船主的喜好而有所不同，遊艇製造時間會依照船型的大小長度而有所不同，以本研究為例，將會舉例一艘80英呎左右的船型，耗時大約一年製作期，經過兩個不同品牌的遊艇製造商，依據客製化的不同程度而訂製價錢，最後會依建構模型來比較其中定價差異性，而後取得均衡利益。
這幾年來對於遊艇產業的動盪起伏中，對於此類高單價的精品，本研究想藉由遊艇產業來分析消費者對於此高單價精品的購買過程中，會有什麼考慮的因素而下訂單，由於早期台灣遊艇業的訂單大部分皆來自於國外，訂單的數量遠少於歐美市場，亞洲市場是近幾年來因為周邊建設開始擴展，才漸漸有當地遊艇碼頭可供停靠，造就近年來亞洲市場遊艇的購買風潮。
本文將探討遊艇消費者購買遊艇的動機與用途，進而延伸遊艇製造商會如何因應來滿足消費者的需求，經營品牌的精品政策，提供客製化遊艇的選項給消費者參考，最後會利用賽局模型來比較兩品牌遊艇於市場競爭下，經由品牌認同度與客製化程度的高低，取得定價最佳化策略。
透過數據分析可知，對於遊艇廠來說，客製化程度高的遊艇廠對於未來的遊艇市場將會占有很大的比例，製造出一艘獨一無二的超級遊艇將是船廠的未來趨勢，船廠同時也會因為客製化遊艇而提升利潤，形成客戶滿意船廠滿意的雙贏局面。透過客製化遊艇也可以展現遊艇廠工藝的優良技術，進而提高遊艇市占率，在遊艇產業中，提高附加價值遠比降低成本要來的重要多了，因為每艘遊艇皆無法複製，只有盡量維持市面上的遊艇有較高的產品差異化，來吸引且滿足船主，讓雙方達成雙贏的效果。

This explores yacht consumers’ motivation to buy yachts, and extends how a yacht manufacturer will meet the needs of consumers, manage the brand's policy, provide customized yacht options to consumers, and finally use the game theory to analyze competition between two yacht brands.
Through numerical analysis, the highly customized yacht brand will have a large proportion of the future yacht market. Creating a unique super yacht will be the future trend, and customized yachts will increase profits and form a win-win situation in which customers are satisfied with the yacht brand. Through the customized yachts, the yacht brand's craftsmanship can also be demonstrated, which in turn increases the market share of the yacht brand. In the yachting industry, it is much more important to increase the added value than to reduce the cost, because each yacht cannot be copied. Thus, yachet brands shall try to maintain a high product differentiation in the market to attract and satisfy the ship owners, so that both sides can achieve a win-win.

中文文獻
扶正，2013，全球遊艇產業分析與企業發展策略-以台灣H集團為例，國立中山
大學管理學院高階經營碩士學程在職專班碩士論文。
吳逸苓，2014，遊艇製造業多角化發展之評估-以台灣H集團為例，國立中山大學管理學院高階經營碩士學程在職專班碩士論文。

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