中国邮轮旅游市场供给特征研究

本文在概述世界邮轮旅游市场发展现状的基础上,以邮轮公司的视角,从产品、分销渠道、市场推广三个方面展开对我国邮轮旅游市场供给特征的研究。当前,我国的邮轮旅游产品已初步形成三条主要航线和两大目的地,邮轮设施和服务本土化、航程短程化的特征凸显;在渠道方面,国际邮轮公司通过多项措施鼓励代理商分售,旅行社包船蔚然成风,代理商日趋专业化。在市场推广方面,邮轮公司积极拓展渠道合作,呈现出推广方式多元化、网络化的特征。

China cruises tourism market supply character tics research

Based on outlining the current developme-nt situation of the world cruise market and from the perspective of cruise companies,this paper investigates the market characteristics of the China＇s cruise supply in three areas： products,distribution channels and markets.Currently,Chinese cruise tourism product has formed three major routes and two major destinations.The market displays salient characteristics of localizing cruise facilities and services,and shortening routes.In distribution channels,international cruise lines utilize a number of measures to encourage retail sales.Travel agencies chartering cruise ships has become common practice.Travel agents become increasingly specialized.In marketing,the cruise company actively expanding channels of cooperation,showing a way to promote diversity and network characteristics.