随着国际邮轮市场的不断渗入发展,国际间的经济与文化交流的不断深入,

我国邮轮产业经济得到了迅速发展,且随着国民经济、居民可支配收入的增长而

表现出较大的发展潜力,邮轮旅游也以其优良的服务、特别的感受日益吸引着越

来越多国人的眼球。A邮轮公司作为现阶段我国客滚行业的龙头企业,面对我国

巨大的邮轮旅游产业市场,在邮轮产业发展方面具有相应的优势,当然与此同时

也面临着巨大的压力和挑战。

本文主要对A邮轮公司的邮轮产业发展战略进行较为详细地研究分析。首先,

对战略的产生及公司战略的内涵、特征及内容等方面进行了简要介绍,并归纳总

结出邮轮公司战略发展模式;其次,以嘉年华邮轮公司为例,对国际邮轮公司发

展战略进行了案例分析,并根据嘉年华的发展现状,对嘉年华公司战略环境、优

势、策略进行了研究分析;再次,对A邮轮公司进行了战略分析,并对A邮轮公

司与嘉年华公司进行了对比,归纳总结了嘉年华发展战略对新兴邮轮公司发展的

借鉴意义,以期为之后其邮轮产业发展战略制定提供参考;之后,从定量的角度

对A邮轮公司的营业收入、净利润及嘉年华公司的邮轮运营成本进行预测分析,

并进行了结果对比;最后,根据前几章的分析,制定出A邮轮公司发展战略,具

体包括战略目标、战略重点、战略实施、战略控制等方面的制定,并最后做出了

简要的总结和展望。

通过本文的发展战略分析,可以总结出A邮轮公司在发展邮轮产业过程中具

有很大的战略优势,尽管目前国内邮轮市场仍处于发展阶段,但随着人们对邮轮

旅游认识的不断深入、居民可支配收入的不断提高,A邮轮公司凭借其发展优势

及战略管理等方面的高效实施,一定可以在国内邮轮产业市场中占有重要地位,

并逐步发展成为享有盛誉的综合性航运公司。

关键词:邮轮公司;公司战略;经济性分析;公司发展战略

英文摘要

ABSTRACT

With the development of the international market constantly seeping into our

country and the deepening of the international economic and cultural exchanges, our

country's cruise industry got rapid development. And as the growth of the national

economy and the residents' disposable income's increase, our country's cruise market

also showed a large potential development. Due to the yeoman's service and special

feeling our country、cruise tourism has attracted more and more people's attention. As

the leading enterprises of the roll-on industry at the present stage and in the face of the

huge cruise tourism market in our country, A cruise line has the corresponding

advantage in the cruise industry development, and of course, at the same time it also has

to face enormous pressure and challenges.

This paper had a detail analysis on A cruise line's cruise industry development

strategy. First of all, it had a brief introduction of strategy、formation, corporate

strategy's connotation, features and content and so on. And it summed up the cruise

company strategy development model. Secondly,there was a case analysis on a

development strategy of international cruise line 一 Carnival Corporation & pic. And

based on the current situation of the Carnivars development, it had researched

Carnivars strategic environment, advantages and tactics. Thirdly, there was a strategy

analysis on A cruise line. According to the compare between A cruise line and Carnival,

the reference significance of Carnivars development for the emerging cruise lines was

summarized. Fourthly, it had a forecast analysis on A cruise line's operating income, net

profit and Carnivars operating costs and had a result comparison. Fifthly,according to

previous chapters analysis, A cruise line's development strategy was made, including

strategic target, strategic focus, strategic implementation and strategic control. Lastly,

according to this paper's research, it made a brief summary and outlook.

Through the analysis of the development strategy, this paper can be concluded that

A cruise line has great strategic advantage on developing of cruise industry. Although

the current domestic cruise market is still in the development stage, along with the

enhancement of people's understanding of cruise tourism and the improvement of

residents,disposable income, based on its development advantages and the effective

implementation of the strategy management, A cruise line must occupy an important