Analysis of the Current Situation of “Standardization” in China’s Cruise Industry

Abstract

Driven by strong policy support, the historic breakthrough of domestic large cruise independent manufacturing capacity, and the continuous upgrading of Chinese residents’ high-quality cultural tourism consumption demands, China’s domestic cruise industry has entered a critical transitional stage shifting from extensive scale expansion to high-value brand leadership. At present, the brand building of domestic cruise enterprises still faces multiple core challenges: international giants like Royal Caribbean and MSC Cruises firmly occupy 80% of the Chinese market share, domestic cruise products have a 75% route repetition rate with severe homogenization, and the overall customer satisfaction of domestic cruise services is still 15 percentage points lower than that of international first-line brands. Based on the systematic analysis of the industry’s current foundation, market pattern and development contradictions, this paper proposes targeted brand building strategies covering five dimensions: breaking through core manufacturing bottlenecks, deepening industrial chain collaboration, innovating differentiated cultural services, optimizing top-level policy support and promoting open international cooperation, aiming to help domestic cruise brands build irreplaceable core competitiveness and finally drive China to achieve the historic leap from a large cruise consumption country to a world-class cruise industrial powerhouse.