Sales And Marketing Strategy Of Italy Costa Crociere S.P.A China Cruise Lines

In the recent50years, modern cruise industry raises fast, reaches8%-9%growth, twice as average production of international tourism. These two years, with the growing of national income, leisure industry increases rapidly. Cruise travel becomes a new way for leisure. The market size enlarged for the outbound travel, however, only a few Chinese citizens’outbound travel is by cruise, huge market space is ready for being filled up. As a new spotlight of Chinese economy, government gives fully support on Hub port construction, market environment development, rules and regulations and personnel training. The market booms explosively.Cruise travel comes from Europe noble, Chinese travelers need to know, to adapt and to get custom with cruise culture although we have been provided with wealth.Meanwhile, international cruise companies snatch market share one after another. They are not only providing cruise service, spreading the cruise concept, but also thinking how to adapt Chinese national conditions. Making everything to match Chinese consumers’ taste by different marketing thought. Costa Crociere S.p.A, as the first international cruise coming to China, standing in the middle of Chinese market, takes advantage of consumer’s preference, finds out different product which is fitting for brand positioning, and finds possible marketing measures and detailed suggestions based on the facts from the study of consumer’s behavior. The paper consists of six chapters.Chapter ⅰ:Brief elaboration of the research background, motivation, method and arrangement of the paper,Chapter ⅱ:Introduction of Cruise definition, and developing background of foreign and Chinese cruise industry.Chapter ⅲ:Introduction of organizational structure, history and operation mode, to find out the bottle-neck of Chinese departure cruise lines, and figure out the necessity of consumer behavior researchChapter ⅳ:Measures on cruise brand, Italian elements favorite, combination of cruise and Italian elements, together with consumer behavior research of entertainment, shopping, food and accommodation, providing supporting documents for marketing strategies and give the research conclusions.Chapter ⅴ:According to the research conclusions, provide the improvement project of on board product and service, marketing spread strategies, make implemental suggestion through online and offline channel and personalized customization differentiation.Chapter ⅵ:Listing of the issues, analysis process, conclusions and problems to be solved and the shortages of the paper.The paper got the conclusion of brand awareness, competition comparison, on board facilities through the consumer’s behavior research, followed by the improvement project of on board product and service and unified key visual which is different from the competitors, permeate into big market activities. Followed by strong spread strategies, both online and offline, last but not least, make a series of personalized customization marketing methods to be as the supplement of normal marketing ones. The paper put forward the use of reference to the differentiation marketing strategies raised by the level of Cruise Company.