摘要
我国国民经济的高速增长极大地提高了广大居民的收入及生活水平，促进了
旅游消费需求的迅速增长。近年来，中国旅游消费者对集酒店和娱乐方式于一体
的邮轮旅游需要急剧增长。皇家加勒比公司作为世界第二大的邮轮公司，一直在
邮轮旅游行业中起着引领示范作用，从中国大陆办事处的设立再到全资子公司的
获批，皇家加勒比公司成为了在中国发展最迅速、市场占有率第一的外资邮轮公
司。然而，中国邮轮旅游刚刚起步，邮轮旅游市场还不成熟。

本文以 STP 战略和营销组合理论为理论基础，对皇家加勒比邮轮公司市场
营销情况作了分析，归纳了市场营销策略对皇家加勒比的作用，发现了该公司邮
轮旅游产品单一、票务附加成本高、销售渠道单一和促销宣传力度不够的问题。

为了解决这些存在的问题，本文试图运用营销理论分析和解决邮轮旅游企业的营
销问题。首先，运用营销 STP 战略理论，重点探讨皇家加勒比邮轮公司的战略
定位、市场细分和目标顾客选择。其次，运用营销组合方法对皇家加勒比公司进
行营销方案设计，提出具有针对性和可操作性的对策来完善其营销策略，比如着
力打造本土化邮轮旅游产品（产品策略）；出台针对淡旺季以及中高端的分类定
价策略（价格策略）；采用直接营销、网络营销和数据库营销手段（渠道策略）；
利用现代信息技术创新促销手段（促销策略）等。最后，根据皇家加勒比公司的
实际情况，提出了皇家加勒比公司在华市场营销策略改进方案和改进方案的实施
措施。通过这一系列方案措施，皇家加勒比邮轮公司一定能够弥补自身的不足，
更好地乘着中国经济增长的东风，成为中国邮轮行业的翘楚。

关键字：邮轮旅游；市场营销；营销策略

Abstract
As the second largest cruise corporation around the world, Royal Caribbean
Cruise Limited always plays a leading role in the cruise industry with the fastest
developing pace. From the establishment of representative office in mainland China to
the approval of China branch, Royal Caribbean Cruise Limited has reached No.1 not
only in market share but the largest expansion as well. However, Royal Caribbean
Cruise Limited still has its disadvantages; such as similarity in products, high price
due to its high cost, lack of diversity in sales channel and poor performance in
promotion.
In the thesis, along with STP theory, marketing mix theory is applied as the
theoretical basis. According to the status of Royal Caribbean Cruise Limited and its
industry conditions, the problems of marketing strategy of Royal Caribbean Cruise
Limited are well proposed. Marketing methods are designed to solve the problems.
First, the thesis applies STP strategy to position and segmentation the market. Second,
the marketing mixes are used to design for Royal Caribbean Cruise Limited and
propose targeted and actionable countermeasures to perfect its marketing strategy. For
example, localized cruise product (product strategy), policies for prime-time and
high-end consumer of classified pricing (price strategy), improving the distributing
channels especially for E-business (place strategy), taking advantage of new
technology to improve promotion efficiency (promotion strategy). In accordance with
the actual situation of Royal Caribbean Cruise Limited, the thesis finally proposes
implementation plan for Royal Caribbean Cruise Limited，designs the implementation
process and measures to ensure that the marketing program is to be executed.
Key words: Cruise Line; Marketing; Marketing Strategy