邮轮旅游营销策略的相关思考及研究  

Relevant thinking and research on cruise tourism marketing strategies

作　　者：钟子薇 Zhong Ziwei(Wuhan Technical College of Communications,Wuhan,Hubei,430080)

机构地区：[1]武汉交通职业学院,湖北武汉430080

出　　处：《市场周刊》2024年第7期83-86,共4页Market Weekly

摘　　要：邮轮旅游作为一种特殊的旅游方式,吸引了越来越多的消费者关注和参与。然而,邮轮旅游市场竞争激烈,营销策略的制订至关重要。文章通过分析邮轮旅游市场的概况、消费者需求和特点以及面临的挑战,探讨了邮轮旅游营销策略的关键要素,并提出了发展中国邮轮旅游市场的策略建议;最后,提出提高市场份额、改善客户体验、提升品牌形象和拓宽营销渠道是实现邮轮旅游营销策略的关键要素。Cruise tourism,as a special form of tourism,has attracted more and more consumers'attention and participation.However,the competition in the cruise tourism market is fierce,and the formulation of marketing strategies is crucial.By analyzing the overview,consumer demand,characteristics,and challenges faced by the cruise tourism market,this paper explores the key elements of cruise tourism marketing strategies and proposes strategic suggestions for developing China's cruise tourism market.Finally,it is proposed that increasing market share,improving customer experience,enhancing brand image,and expanding marketing channels are key elements for achieving successful cruise tourism marketing strategies.

关 键 词：邮轮旅游 营销策略 市场发展 就业保护 

分 类 号：F590.6[经济管理—旅游管理]