Research On BH Cruise Company’s Development Strategy

E Cruise the special way of tourism since 2006 to enter the Chinese market, changing the concept of tourism in traditional China, promoted the rapid development of the tourism consumption. Chinese tourism consumer demand for the rapid growth of the cruise tourism. BH cruise as a representative of China independent brands, is the first ship China independent management, self-operating domestic cruise. However, Chinese cruise just beginning a career, difficult.This paper is based on the STP strategy and marketing theory, analysis of the BH cruise company’s marketing strategy making, summed up the role of traditional marketing on BH Cruise Company. Found the company cruise of small scale, low grade, high operating cost, the problem of single sales channels, promotion is not enough. In order to solve these problems, this paper prepares to use marketing theory analysis and research to solve the problem of passenger liner enterprise marketing. First use of STP theory of marketing strategy, focusing on the strategic positioning, BH cruise company market analysis, the choice of target customers. Secondly, by using the methods of marketing mix, the improvement on the Bohai cruise company for the design of marketing plan, put forward some countermeasures and constructive to improve its marketing strategy. For example, to create local brand China Cruise (product strategy), make different prices at the pale busy season (price strategy), the use of network marketing and direct marketing (marketing strategy), packaging, advertising media propaganda use (publicity strategy). Finally, according to the actual situation of Bohai Cruise Company, proposed the Bohai cruise company’s marketing strategies for improvement scheme and implementation measures. Through the implementation of these measures, the Bohai cruise company can make use of local advantages, the development of better, China cruise industry obtained the rapid development.