【作者】 张立；

【导师】 张平；

【作者基本信息】 华南理工大学 ， 工商管理（专业学位）， 2021， 硕士

【摘要】 我国经济近年来发展十分迅速,人民的收益和生活品质等均得到了提高,国内邮轮市场成为了全球邮轮企业关注的焦点,市场前景广阔,因此国外企业纷纷入驻国内市场。数据显示,我国至2019年共有天津、上海和大连等7个大型邮轮母港。受地理位置影响,邮轮企业在我国开发的邮轮旅游产品存在严重的同质化问题。在部分问题严重的市场当中,要保证邮轮企业在白热化状态的竞争中实现长远发展,是目前所有邮轮企业急需解决的焦点问题。CA邮轮公司为避免与众多邮轮企业陷入竞争状态当,试图通过以广州南沙港为突破口的方式打入国内市场。在此背景下,笔者充分研究了CA邮轮公司采取的营销策略,期望得出的结论能够为其发展提供有用的意见。此次研究笔者选取的研究对象为CA邮轮公司,对其在华南市场实施的营销策略进行研究。第一,具体阐述了CA邮轮公司目前所处的内外部环境。笔者在此文中分析了研究对象的宏观和行业两类外部环境,在具体分析过程中使用了PEST分析法,同时也分析了该公司的运营现状和发展趋势等,在对公司行业格局进行阐述时则运用了五力模型。第二,对CA邮轮公司使用的营销策略运用了态势分析法,找出了其采用的营销战略为差异化战略。第三,为分析CA邮轮公司的内部环境。笔者首先对该公司的组织结构和营销战略等进行了分析,而后结合实际情况找出该公司的营销策略存在的缺陷和不足。第四,以CA邮轮公司实际情况作为切入点,对公司所在的市场进行细化和定位时采用了STP战略法。第五,通过上述分析不难看出,CA邮轮公司存在的缺陷主要包括缺乏多样化产品、未精准定位客户群体、营销战略与市场不相符等等,针对找出的问题提出公司应该对价格、促销以及渠道等各个方面进行优化和改进,同时有效提升企业文化、品牌影响力以及公共关系等等。笔者此次研究旨在选取出能够满足华南市场消费者需求以及适合华南市场渠道发展模式的销售策略,期望通过优化和改进,可以有效解决邮轮行业发展目前面临的难题,实现行业的健康发展。更多还原

【Abstract】 Income of citizens has seen remarkable incremental in recent years due to the rapid development of China’s economy.And at the same time,China market has drawn conspicuously attention from cruise giants who believe in the prosperous tourism market within China and drop anchors.There exists,by 2019,seven cruise home ports in China including Tianjin,Dalian,Shanghai,Xiamen,Shenzhen,Guangzhou and Hong Kong.Limited by the geographical location of cruise ports,sailing routes are similar.In face of the homogeneity product market,a key and noticeable problem is how cruise lines identify themselves in the competitive market in order to gain ground.CA cruise company is one of those giants while it chooses Nansha port in Guangzhou to steer clear of fierce competition in Shanghai port.Based on the background mentioned,this paper studies the market strategy of CA cruise company,attempting to provide a reference of practical and plausible suggestions.This paper,under whose background in South China,studies the marketing strategy of CA cruise company.Firstly,the external and internal environment of CA cruise company are analyzed.In terms of external environment,PEST method has been adopted to analyze the macro and the industry environment together with current situation and development trend of cruise industry,meanwhile Porter’s five force model has been employed to further analyze the industry competition structure that CA cruise company is encountering.Secondly,SWOT analysis method is used to identify CA cruise company’s marketing strategy which is different from the current one in the market.Thirdly,to figure out CA cruise company’s internal environment,organization structure and marketing strategy status of the company have been recorded before the existing problem in the company’s current strategy is filed.Then with the STP theory,the strategic positioning,market segmentation and selection of target customer are discussed throughout the company’s actual situation.Finally,disadvantages such as lack of accuracy in marketing,single product line,blurry customer division,lack of price flexibility,service,promotion policy and charging norms on board are found out.Therefore,this paper has proposed relevant suggestions to utilize and upgrade the sales channel,organization chart,corporate culture,public relations,manpower as well as information technology.The purpose of this study is to figure out the marketing strategy that can satisfy the needs of consumers’ and market channels in south China by forecasting measures.In so doing,the bottleneck of current cruise market and the income of cruise operators can be improved so as to realize a healthy and sustainable development.更多还原