Research On Marketing Strategy Of HJ Cruise Lines Chenweizhu

since it,a special way to travel,has entered the Chinese market,the cruise tourism has subverted the China’s traditional concept of travel and stimulated the rapid development of China’s cruise tourism market.Thus this phenomenon leads to a dramatically increase of customer’s demand for course tourism in China.The living standard of people in domestic has greatly improved and travel has become an ordinary fare for the folks,with the development of economy in China.Increasing tourists turned from travel for sightseeing to travel for enjoy the journey itself.Also,lots of them prefer to take a leisurely vacation on luxury liners.Recently,in the situation of that the cruise travel market in Europe and America is reaching a saturation level,international cruise lines eager to explore and expand the market.International cruise giants have exploited this market one after another in China.With the assistance of these opportunities,lots of enterprises have chosen the Three Gorges,the third longest river in the world,as the most recommended and popular travel route.What’s more,the Three Gorges is the only canyon which can go sightseeing on cruises around the world with its beautiful scenery and unique natural conditions.If we make it into a tourism product,it will create great market value.For many companies,including the HJ cruise company,realized its value and tended to explore this market,the Three Gorges cruise market business is highly competitive.HJ cruise company,which is high-end positioning,is facing the situation that the market share has been occupied constantly for the problems of their own marketing strategy.facing this fierce market competition,only if HJ cruise company found their own marketing problems and made marketing strategies that is suitable for enterprises’ s development,can it remain invincible.This paper combed the related studies of cruise tourism and cruise marketing operation through the literature review,and it designed the questionnaire basing on 4P theory;By the investigation of product,price,channel,promotion present situation it summarizes the current HJ cruise problems of marketing strategy in detail,which is concretely Expressed as these four aspects: the products that core competitiveness the loss of advantage in product price,the traditional channels of weak earnings,sales promotion with little effect.Through research,this paper believes that the reason for HJ’s marketing strategy problems lies in the homogenization of its products and services,which is similar to the services provided by other Three Gorges cruise companies with high ticket costs,relatively single marketing channels and a less professional sales team.The paper formulated the improving measures suitable for the development of the enterprise combing with enterprise location.Firstly,it proposes to construct and improve the corporate structure,which provides guarantee and suppor for subsequent improvement and optimization of marketing strategy.Secondly,it put forward the corresponding strategy basing on several aspects of marketing problems such as the product,price,channel,promotion.In view of the problem of product marketing strategy,we should provide differentiated and diversified services,so as to show the difference between us and other cruise ships;In terms of price setting,according to the market HJ cruise should clarify pricing objectives,improve pricing strategies and avoid low-price competition;In terms of marketing channel strategy,we should strengthen the contact with agents and introduce new discount measures to stabilize the main sales channels of HJ cruise.Meanwhile,we should expand the marketing channels of HJ cruise by innovating online channels and going deep into the third and fourth tier cities;Aiming at the problem of promotion strategy,we should start with the following aspects: propaganda content,marketing team building,public relations and brand building.