12. Analysis on the Development Strategy and Path of China’s Domestic Cruise from the Perspective of Differentiated Competition

With the eastward shift of the international cruise industry, Chinese-funded enterprises have gradually entered into the international cruise tourism industry, setting up Chinese cruise fleet, establishing international cruise brand and participating in the supply of new cruise products for the international cruise industry, which is very significant for promoting the establishment of the domestic cruise brands. However, Chinese cruise ship is now facing with many problems, for example, the competitiveness of single-ship operation is poor, the cruise tourism products are single, the drawbacks of the charter mode are increasingly prominent, the cruise industry chain is not perfect, the coastal tourism resources are not fully utilized, the South China Sea region has not been fully developed, the homogeneity of port operation is serious, and the port profitability is low. To promote the development of the domestic cruise brand, drive the construction of independent cruise ships with Chinese cultural elements, build the national cruise brand and achieve the great development and prosperity of China’s cruise industry, in this paper, the recent, medium and long-term three-step development strategy from the aspects of the layout of ports and overseas tourism destinations, cruise tourism, shipbuilding, operation and management are put forward, and the implementation focuses to promote the steady development of domestic cruise brand are highlighted.