中国本土邮轮企业集团化发展战略研究

Study on the Development Strategy of China's Local Cruise Enterprise Groups

国内邮轮市场渐趋成熟,吸引了众多国际邮轮公司纷纷入驻。在国际大型邮轮企业集团的冲击下,国内的邮轮企业虽有发展,但差距悬殊。如何在激烈的市场竞争中建立自己的竞争优势,持续发展并不断壮大,集团化是一种最佳选择。本土邮轮企业需要参考企业集团化一般模式,结合邮轮产业发展现状,借鉴国际邮轮企业集团化的发展规律,选择适合本土邮轮企业集团化战略。

As the domestic market continues to mature,many international cruise companies have settled in our domestic market.Under the impact of the large international cruise enterprise groups,the domestic cruise enterprises have developed to a certain degree,but the gap is still huge.How to establish our own competitive advantages in the fierce market competition and continue to develop？The establishment of enterprise groups may be the best choice.Based on enterprise groups theory,local cruise enterprises need to combine the development of cruise industry in China with the main strategy of international cruise enterprise groups,and look for the group strategy for the local cruise enterprises.