我国邮轮旅游市场推广策略

Strategy of Chinese Cruise Tourism Marketing Promotion

近年来我国邮轮旅游快速增长,引起了国家对邮轮旅游产业的重视。东西方文化的差异、游客对邮轮产品认识的偏差、客源市场的不成熟等是造成我国邮轮旅游市场发展仍不平衡、不充分、不成熟的原因。从邮轮旅游发展历程出发,对我国邮轮旅游市场现状和发展规律进行分析,进而可以构建起包括“游客数据体系、内容体系、渠道体系、公共关系”在内的邮轮旅游市场推广体系,同时提出创建有效信息管理市场、打造优秀的市场推广团队、加强品牌管理注重渠道提升等适宜的市场推广策略。

The rapid growth of cruise tourism in recent years in China has caused the country to pay more attention to the cruise tourism industry.The differences between Eastern and Western cultures,the deviation of tourists’understanding of cruise products,and the immaturity of the tourist market are the reasons why the development of China’s cruise tourism market is still unbalanced,inadequate and immature.Taking the development history of cruise tourism as the starting point,this paper explores the development status of China’s cruise tourism market,and builds a“tourist data system,content system,channel system,public relations”cruise tourism market promotion system based on reviewing the basic methods of market promotion.For the promotion of China’s cruise tourism market,it is proposed to create an effective information management market,create an excellent marketing team,strengthen brand management,focus on channel promotion,adopt appropriate marketing promotion strategies,etc.,and hope to have some helps for China’s cruise marketing promotion.