基于价值链本土邮轮公司营销模式的思考

Thinking on the Marketing Mode of Local Cruise Companies Based on Value Chain

当前,中国邮轮产业的发展经历缓冲期的调整之后开始逐步上升,邮轮市场经济也逐渐呈现上升的趋势。市场营销对于市场份额的夺取有着重要的作用。缺乏科学的贴合邮轮市场营销体系影响着我国邮轮产业的健康稳定发展。本文首先从价值链管理角度说明市场营销工作对邮轮经济发展的重要性。比较三家邮轮公司(CCL、RCL、NCL)在市场营销模式方面所采取的措施。总结邮轮企业的市场营销模式,以期能够促进我国邮轮市场营销工作的进一步发展。

At present,the development of cruise industry in China began to rise gradually after the adjustment of buffer period and cruise market economy is also on the rise step by step.Marketing plays an important role in the capture of market share.The lack of scientific cruise marketing system affects the healthy and stable development of cruise industry in China.This paper first explains the importance of marketing to the development of cruise economy from perspective of value chain management.Then compare measures of the marketing models taken by the three cruise companies(CCL,RCL,NCL).By summarizing the marketing model in cruise companies,I hope to promote the further development of cruise marketing in China.