A Study Of The Marketing Strategy Of Pearl River Cruise At The Guang Zhou Liner Company

The development of the Pearl River Cruise has played a vital role in the pacement of Canton Tourism Industry,meanwhile,the Pearl River Cruise has been provided with the making of itself under the general background of constructing and planning layout on "two sides' riverbanks and three corridors can be well intermediated by the Pearl River ”,and alsounder the overall deployment and requirements,of which raised by Guangzhou's government recently.With the development of the marketing environment,great changes have taken place in the Pearl River Cruise Market.Now with the progress of marketing environment,great change has befallen on the market of Pearl River Cruise,however,there is still a relative lack of study on marketing strategies of this part.Therefore marketing strategy of the Pearl River Cruise of Guangzhou Liner Company is chosen to be the research object,at the same time,several research methods are employed,including literature research,observation,interview and etc.The paper has found out relevant problems by means of presenting basics of Guangzhou Liner Company and total marketing situation.Problems here are of three aspects,that is,the one belongs to the weak market share growth,then the increase of customer complaints,and third goes to increase of OTA partners 'complaints.Reasons have been digged out through in-depth interviews and analysis,exactly on account of the deficiency in related product designs,including service and price,channels management,promotional links and physical evidence in services,correspondingly,put forward optimizing measures and suggestions.This paper suggest that the company shall provide more differentiated services,and develop more stringent specification on management of various channels.Fresh marketing promotion measures,moreover,like internet marketing and on-based analysis of big data can be widely and profoundly used on promotion,other promotional methods such as making full use of public events would work as well.In the last respect of physical evidence in services,a unified brand image output is required so that customers can form its exclusive brand memories for the Pearl River Cruise of Guangzhou Liner Company.