Construction of the Standardization System for China's Cruise Industry
DOI:
https://doi.org/10.66069/ojspub.26820702Keywords:
China's cruise industry, Standardization system construction, Port service norms, Domestic large cruise manufacturing standards, full-industry-chain interconnection, International standard mutual recognition, Independent intellectual property rights, High-quality industrial developmentAbstract
Driven by continuous policy support, historic breakthroughs in independent domestic large cruise manufacturing, and the ongoing upgrading of residents' cultural tourism consumption demands, China's domestic cruise industry has entered a critical transitional phase shifting from extensive scale expansion to high-value brand leadership. Currently, domestic cruise brand building still faces prominent core challenges: international giants like Royal Caribbean and MSC Cruises firmly occupy 80% of China's market share, local products have a 75% route repetition rate with severe homogenization, and the overall customer satisfaction of domestic cruise services remains 15 percentage points lower than that of top international counterparts. This paper systematically sorts out the industry's existing development foundations, current market landscape and underlying structural contradictions, and proposes targeted brand building strategies covering five dimensions: breaking through core manufacturing bottlenecks, deepening full 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 ultimately drive China to achieve the historic leap from a large global cruise consumption country to a world-class cruise industrial power.
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