本文選題：郵輪　切入點：消費者偏好　出處：《華東師范大學》2013年碩士論文　論文類型：學位論文

【摘要】：近50年來,現代郵輪產業(yè)以年均8%到9%的速度增長,其增速為國際旅游業(yè)產值平均增速的兩倍。這兩年來,隨著國民收入的增長,休閑旅游產業(yè)迅猛增長,郵輪旅游作為一種新型的旅游方式在中國逐漸升溫。中國出境旅游市場規(guī)模不斷擴大,以乘坐郵輪的方式出境旅游的的中國公民占出境旅游總人數的比例非常小,郵輪旅游的市場空間巨大。作為一種拉動中國經濟增長的新亮點,各級政府無論在港口碼頭建設,市場環(huán)境培養(yǎng),或是法律法規(guī)政策,郵輪人才培養(yǎng)等均給予大力支持。使得這兩年來郵輪行業(yè)呈現爆發(fā)式增長。 對源于歐洲貴族生活方式的郵輪旅游,在具備了經濟基礎的同時,中國游客還需要一個了解、適應和習慣郵輪文化的過程。而外資豪華郵輪公司紛紛搶灘中國市場,在為中國消費者提供郵輪旅游服務,傳播郵輪旅游概念的同時,也正在思考如何適應中國的國情,如何以差異化的營銷思維更好的迎合中國消費者的口味。本文以第一個進入中國運營的外資郵輪品牌：意大利歌詩達郵輪公司為切入口,以一個置身于中國市場的國際郵輪公司的角度,通過與競爭對手的比較,從自身的產品出發(fā),利用基于消費者的行為偏好研究,找出符合自身品牌定位的差異化產品,在事實依據的基礎上找出可行的營銷對策方案及具體實施建議。全文共分為6章。 第一章,闡述研究背景與價值,以及研究思路、方法和行文安排。 第二章,介紹關于郵輪的相關概念,以及世界外郵輪行業(yè)發(fā)展格局,并交代中國郵輪行業(yè)發(fā)展的狀況。 第三章,介紹歌詩達郵輪進入中國市場后的組織架構,發(fā)展歷程,運營及業(yè)務模式,通過與競爭對手的比較,找到中國出發(fā)航線業(yè)務發(fā)展的瓶頸,引出消費者行為及偏好研究的必要性。 第四章,針對消費者,在郵輪品牌考量,意大利元素喜好度,意大利元素與郵輪的結合等方面,綜合郵輪上娛樂,購物,餐飲,住宿等一系列的偏好研究,為營銷對策提供事實依據。并作出研究結論 第五章,根據消費者行為及偏好研究的結論,提出船上產品及服務的改進方案,給出在市場推廣方面的策略、線上線下不同營銷渠道的具體實施建議以及郵輪個性化定制的差異化推廣策略。 第六章,對論文的論點、分析過程和結論進行了簡要的回顧,并指出有待研究的問題和本文的不足之處。 通過對消費者行為偏好的研究,得出了關于品牌認知度,競爭對比,船上主要設施等的研究結論,進而提出對娛樂、購物、餐飲及住宿船上設施及服務的改進方案,在改進了船上產品的同時,需要有一套統(tǒng)一的區(qū)別于其他競爭對手的形象宣傳,能眼睛為之一亮,并且通過大型的市場活動,將品牌很好地進行滲透。然后利用線上及線下不同的渠道對之前的一系列改進方案進行有效的通道傳播。最后給出一系列個性化營銷方案作為對常規(guī)營銷對策的補充。對于從郵輪公司微觀層面提出差異化營銷方案提供了借鑒意義。
[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.

【學位授予單位】：華東師范大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F555.46;F274

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