郵輪旅游產品開發CruiseTourismProductDevelopment天津海運職業學院趙瑩瑩TianjinMaritimeCollegeZhaoYingying目錄Content郵輪旅游消費市場CruiseTourismConsumptionMarket1郵輪旅游產品開發CruiseTourismProductDevelopment2郵輪產品營銷策略MarketingStrategyofCruiseProducts3郵輪旅游消費市場CruiseTourismConsumptionMarket郵輪旅游消費市場CruiseTourismConsumptionMarket郵輪旅游消費市場是對郵輪旅游產品有購買能力、購買欲望的消費者群體。Thecruisetourismconsumermarketisagroupofconsumerswhohavetheabilityanddesiretobuycruisetourismproducts.郵輪消費者類型CruiseConsumerType郵輪消費市場特征CharacteristicsofCruiseTourismConsumptionMarket中國郵輪游客消費特點ConsumptionCharacteristicsofChineseCruiseTourists郵輪旅游消費市場CruiseTourismConsumptionMarket1郵輪旅游消費者類型

CruiseConsumerType根據不同變量認知郵輪旅游消費者RecognizeCruiseTourismConsumersAccordingtoDifferentVariables郵輪旅游消費市場CruiseTourismConsumptionMarket1郵輪旅游消費者類型

CruiseConsumerType地理位置GeographicalPosition自然環境NaturalEnvironment按照人口變量認知消費者RecognizeConsumersAccordingtoDemographicVariables郵輪旅游消費市場CruiseTourismConsumptionMarket1郵輪旅游消費者類型

CruiseConsumerType年齡Age按照地理變量認知消費者RecognizeConsumersAccordingtoGeographicalVariables性別Gender家庭規模FamilySize家庭生命周期FamilyLifeCycle收入水平IncomeLevel職業Occupation文化程度DegreeofEducation宗教Religion民族Nation種族Race郵輪旅游消費市場CruiseTourismConsumptionMarket1郵輪旅游消費者類型

CruiseConsumerType按照心理變量認知消費者

RecognizeConsumersAccordingtoPsychologicalVariables個人特點PersonalCharacteristics社會階層SocialBackgrounds生活方式LifeStyle郵輪旅游消費市場CruiseTourismConsumptionMarket1郵輪旅游消費者類型

CruiseConsumerType按照行為變量認知消費者

CognitionofConsumersAccordingtoBehavioralVariables消費數量ConsumptionQuantity消費目的ConsumptionPurpose消費狀況ConsumptionStatus追求利益PursueInterests品牌忠誠BrandLoyalty郵輪旅游消費市場CruiseTourismConsumptionMarket郵輪旅游消費市場CruiseTourismConsumptionMarket2郵輪旅游消費市場特征

CharacteristicsofCruiseTourismConsumptionMarket郵輪旅游消費市場CruiseTourismConsumptionMarketExtensivenessExtensiveness廣泛性郵輪旅游消費市場CruiseTourismConsumptionMarketDiversity多樣性郵輪旅游消費市場CruiseTourismConsumptionMarketPlasticityPlasticity可塑性郵輪旅游消費市場CruiseTourismConsumptionMarket3中國郵輪游客消費特點

ConsumptionCharacteristicsofChineseCruiseTourists郵輪旅游消費市場CruiseTourismConsumptionMarket郵輪游客客源地TOP10Top10CruiseTouristDestinations上海北京南京天津杭州深圳廣州西安成都重慶郵輪旅游消費市場CruiseTourismConsumptionMarket郵輪人群結構分布DistributionofCruisePopulation郵輪游客年齡段人次占比ProportionofCruiseTouristsbyAge超過八成游客出游天數為4-8天Morethan80%ofTouristsTravelfor4-8Days郵輪旅游消費市場CruiseTourismConsumptionMarket郵輪游出游人次性別占比PercentageofCruiseTouristsbyGender超過八成游客出游天數為4-8天郵輪旅游消費市場CruiseTourismConsumptionMarket游客最為關心的核心要素TheCoreElementsMostConcernedbyTourists客艙Cabin美食DeliciousFood表演

Performance主題活動ThemeActivities岸上行程ShoreExcursion郵輪旅游產品開發CruiseTourismProductDevelopment郵輪旅游產品開發CruiseTourismProductDevelopment1確定產品目標市場DetermineTargetMarket郵輪消費市場是郵輪旅游產品的出發點Thecruiseconsumptionmarketisthestartingpointofcruisetourismproducts.郵輪旅游產品開發CruiseTourismProductDevelopment2產品開發設計ProductDevelopmentDesign做好郵輪旅游產品設計是郵輪旅游產品開發的核心工作。

Thedesignofcruisetourismproductsisthecoreofit’sdevelopment.郵輪旅游產品開發CruiseTourismProductDevelopment尋找產品構思SeekProductConcept進行產品開發設計ConductProductDevelopmentDesign郵輪旅游產品購買誘因IncentivesforPurchasingCruiseTourismProducts郵輪旅游產品購買障礙BarrierstoPurchasingCruiseTourismProducts航行船只NavigationVessel航行時間SailingTime航行線路NavigationRoute航行服務NavigationService郵輪旅游產品基本構架BasicFrameworkofCruiseTourismProducts郵輪產品營銷策略MarketingStrategyofCruiseProducts價格策略PriceStrategy渠道策略ChannelStrategy促銷策略PromotionStrategy郵輪產品營銷策略MarketingStrategyofCruiseProducts1價格策略PriceStrategy價格策略是在對市場競爭情況、消費者需求情況以及產品自身情況進行廣泛分析的基礎上，對郵輪旅游產品進行合理定價，從而實現最大利潤的營銷策略Thepricestrategyisamarketingstrategytoreasonablypricecruisetourismproductsonthebasisofextensiveanalysisofmarketcompetition,consumerdemandandtheproductitself,soastoachievemaximumprofit.郵輪產品營銷策略MarketingStrategyofCruiseProducts1價格策略PriceStrategyPriceDiscrimination價格歧視All-inclusiveMonovalence一價式全包郵輪產品營銷策略MarketingStrategyofCruiseProducts2渠道策略ChannelStrategy渠道策略是郵輪公司與郵輪旅游代理商展開有效合作，以便更好地將郵輪旅游產品和服務傳遞給目標消費市場。Thechannelstrategyistocarryouteffectivecooperationbetweencruisecompaniesandcruisetourismagentsinordertobetterdelivercruisetourismproductsandservicestothetargetconsumermarket.郵輪產品營銷策略MarketingStrategyofCruiseProducts2渠道策略ChannelStrategyTraditionalTravelAgency傳統旅行社OnlineTravelAgency在線旅行社TourWholesaler旅游批發商IndustryAssociation行業協會郵輪產品營銷策略MarketingStrategyofCruiseProducts3促銷策略PromotionStrategy郵輪公司通過各種有效的方式向目標消費者傳遞郵輪品牌及其產品的信息，以啟發、推動或創造目標消費者對郵輪旅游產品的需求，激發郵輪旅游消費者的購買欲望和購買行為，最終達到擴大郵輪旅游產品銷售的目的。Thecruisecompanytransmitstheinformationofthecruisebrandanditsproductstothetargetconsumersinvariouseffectivewaystoinspire,promoteorcreatethedemandofthetargetconsumersforcruisetourismproducts,stimulatethepurchasedesireandpurchasebehaviorofcruisetourismconsumers,andfinallyachievethegoalofexpandingthesalesofcruisetourismproducts.郵輪產品營銷策略MarketingStrategyofCruiseProducts3促銷策略PromotionStrategyPersonnelPromotion人員推銷Advertising廣告宣傳BusinessPromotion營業推廣PublicRelations公共關系本講小結Summary郵輪旅游消費市場CruiseTo