意大利歌诗达邮轮公司中国出发航线营销策略研究

发布时间：2018-03-20 09:54

本文选题：邮轮　切入点：消费者偏好　出处：《华东师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：近50年来,现代邮轮产业以年均8%到9%的速度增长,其增速为国际旅游业产值平均增速的两倍。这两年来,随着国民收入的增长,休闲旅游产业迅猛增长,邮轮旅游作为一种新型的旅游方式在中国逐渐升温。中国出境旅游市场规模不断扩大,以乘坐邮轮的方式出境旅游的的中国公民占出境旅游总人数的比例非常小,邮轮旅游的市场空间巨大。作为一种拉动中国经济增长的新亮点,各级政府无论在港口码头建设,市场环境培养,或是法律法规政策,邮轮人才培养等均给予大力支持。使得这两年来邮轮行业呈现爆发式增长。对源于欧洲贵族生活方式的邮轮旅游,在具备了经济基础的同时,中国游客还需要一个了解、适应和习惯邮轮文化的过程。而外资豪华邮轮公司纷纷抢滩中国市场,在为中国消费者提供邮轮旅游服务,传播邮轮旅游概念的同时,也正在思考如何适应中国的国情,如何以差异化的营销思维更好的迎合中国消费者的口味。本文以第一个进入中国运营的外资邮轮品牌：意大利歌诗达邮轮公司为切入口,以一个置身于中国市场的国际邮轮公司的角度,通过与竞争对手的比较,从自身的产品出发,利用基于消费者的行为偏好研究,找出符合自身品牌定位的差异化产品,在事实依据的基础上找出可行的营销对策方案及具体实施建议。全文共分为6章。第一章,阐述研究背景与价值,以及研究思路、方法和行文安排。第二章,介绍关于邮轮的相关概念,以及世界外邮轮行业发展格局,并交代中国邮轮行业发展的状况。第三章,介绍歌诗达邮轮进入中国市场后的组织架构,发展历程,运营及业务模式,通过与竞争对手的比较,找到中国出发航线业务发展的瓶颈,引出消费者行为及偏好研究的必要性。第四章,针对消费者,在邮轮品牌考量,意大利元素喜好度,意大利元素与邮轮的结合等方面,综合邮轮上娱乐,购物,餐饮,住宿等一系列的偏好研究,为营销对策提供事实依据。并作出研究结论第五章,根据消费者行为及偏好研究的结论,提出船上产品及服务的改进方案,给出在市场推广方面的策略、线上线下不同营销渠道的具体实施建议以及邮轮个性化定制的差异化推广策略。第六章,对论文的论点、分析过程和结论进行了简要的回顾,并指出有待研究的问题和本文的不足之处。通过对消费者行为偏好的研究,得出了关于品牌认知度,竞争对比,船上主要设施等的研究结论,进而提出对娱乐、购物、餐饮及住宿船上设施及服务的改进方案,在改进了船上产品的同时,需要有一套统一的区别于其他竞争对手的形象宣传,能眼睛为之一亮,并且通过大型的市场活动,将品牌很好地进行渗透。然后利用线上及线下不同的渠道对之前的一系列改进方案进行有效的通道传播。最后给出一系列个性化营销方案作为对常规营销对策的补充。对于从邮轮公司微观层面提出差异化营销方案提供了借鉴意义。
[Abstract]:In the past 50 years, the modern cruise industry with an average annual growth rate of 9% to 8%, the growth rate was two times higher than the average growth rate of output value of international tourism. In the past two years, with the growth of national income, the rapid growth of tourism and leisure industry, as a new type of tourism cruise tourism is gradually warming up in Chinese. China outbound market size tourism continues to expand, to take a cruise way outbound tourism the Chinese citizens accounted for the proportion of the total number of outbound tourism cruise tourism is very small, a huge market space. As a China pull of new economic growth points, governments at all levels in port construction, market environment, culture, or legal regulations and policies, personnel training and other cruise both give strong support. The two years of the cruise industry show explosive growth.
The source in the European aristocratic lifestyle of cruise tourism, the economic basis and at the same time, China tourists also need an understanding of, and adapt to the habits of cruise culture process. While foreign cruise companies have vied for China market, to provide services for consumers China cruise tourism, cruise tourism concept spread at the same time, is also thinking how to adapt to Chinese conditions, how to differentiate the marketing thinking better cater to the tastes of consumers Chinese. This paper takes the first into the China operation foreign brands: Italy Cruise Company Costa Crociere as the entrance, in a market in the Chinese international cruise company's point of view, through the comparison with competitors, starting from for their own products, consumer behavior based on the preference, find out differentiated products in line with its own brand positioning, find out the facts on the basis of the Feasible marketing countermeasures and specific implementation proposals. The full text is divided into 6 chapters.
The first chapter describes the background and value of the study, as well as the ideas, methods and arrangements of the research.
The second chapter introduces the related concepts of the cruise ship, and the development pattern of the cruise industry outside the world, and gives an account of the development of the Chinese cruise industry.
The third chapter describes the course of development of the market after the Chinese costacrociere into the organization, operation, and business model, through the comparison with competitors, to find the bottleneck of Chinese route of business development, which leads to the necessity of consumer behavior and preferences.
The fourth chapter, for consumers, in the cruise brand considerations, Italy element preferences, Italy elements and cruise combination, comprehensive cruise, entertainment, shopping, catering, accommodation and a series of preference research, provide a factual basis for marketing strategy, and make a conclusion.
The fifth chapter, according to the conclusion of consumer behavior and preference research, puts forward the improvement plan of ship's products and services, gives the strategies in marketing, the specific implementation proposals of different marketing channels under online and offline, and the differentiated promotion strategy of cruise customization.
In the sixth chapter, the thesis makes a brief review of the argument, the analysis process and the conclusion, and points out the problems to be studied and the shortcomings of this article.
Through the study of consumer behavior preferences, draw on brand awareness, competition, research conclusions of the ship's main facilities, and then put forward the improvement scheme for entertainment, shopping, catering and accommodation facilities and services on the ship, the ship in the improvement of products at the same time, the need for a uniform is different from other competitors can image publicity, as one of the bright eyes, and through large-scale marketing activities, will be good for brand penetration. Then using the online and offline channels of different before a series of programs to improve the channel propagation effectively. Finally, a series of personalized marketing programs as a supplement to the conventional marketing strategy. For the difference of marketing scheme from the cruise company at the micro level to provide a reference.

【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F555.46;F274

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