邮轮旅游是集酒店、观光、旅游、休闲、度假、娱乐和交通运输于一体的新型旅游方式，带动着上下游产业链的联动发展。邮轮旅游不仅创造新的经济增长点，带来巨大经济效益，而且对我国政治、文化和国际地位都产生着深远的影响。邮轮旅游可以丰富人民生活，提升人民幸福感，满足人民对美好生活的向往。R邮轮公司是全球三大邮轮公司之一，本世纪10年代进入中国市场，是截至新冠疫情暴发，在华发展最为迅速、市场占有率最高的外资邮轮公司。中国邮轮产业刚刚走过第一个卓有成就的十年，更多邮轮公司的蓬勃兴起导致R企业正遭受着严重的市场竞争威胁。在此背景下，本文基于Censydiam动机模型，以邮轮旅游需求背后的消费动机为研究出发点，对邮轮旅游市场进行重新细分，并结合R邮轮公司自身内外部资源优势，选择目标市场并定位，使R公司能够集中资源在局部市场首先形成竞争优势，并将此优势逐步扩大，最终在激烈的市场竞争中拔得头筹。

本论文首先通过阅读文献，梳理关于邮轮旅游及市场细分、目标市场选择和市场定位的相关研究，然后对PEST、波特五力模型、STP等相关竞争分析和市场营销理论进行阐述。通过对R邮轮公司所处宏观环境、外部竞争环境、内部资源能力和主要竞争对手等展开分析，得到R邮轮公司优、劣势及市场所处位置。结合Censydiam模型八种消费动机，综合运用SPSS22.0对邮轮旅游市场细分进行定量分析，并从消费动机视角细分邮轮旅游市场得到：逃逸修复、从众观望、寻求优越、忠诚契合、自我悦己、尝鲜猎奇、团聚归属和创造回忆八类细分市场。根据统计数据归纳总结各细分市场特点，并结合R邮轮公司自身资源和优势选取“团聚归属”“忠诚契合”“自我悦己”三个细分市场作为R邮轮公司的目标市场并进行市场定位。

Cruise tourism is a new tourism mode integrating Sightseeing, Tourism, Leisure, Vacation, Entertainment and Transportation, driving the linkage development of the upstream and downstream industry chains. Cruise tourism not only creates new economic growth points and brings huge economic benefits, but also has a far-reaching impact on China's politics, culture and China’s international image. Cruise tourism can enrich people's lives, enhance people's happiness and meet people's yearning for a better life. R Cruise Line, is one of the top three cruise companies in the world. It entered the Chinese market in the 2010s and is the fastest growing foreign cruise company with the highest market share in China as of the outbreak of Covid-19. As China's cruise industry has gone through its first successful decade, more cruise lines are booming, R Cruise Line is suffering from serious market competition threat. Under this background, based on the Censydiam model, this paper subdivides the cruise tourism market according to the consumption motive behind cruise tourism demand, and combines with the internal and external resources advantages of R Cruise Line to select the target market and positioning, so that R Cruise Line can concentrate resources in the specific market and gain a competitive advantage first, and gradually expand the advantage, and finally win the first prize in the fierce market competition.

First of all, through reading the literature, this paper combs the relevant research on cruise tourism and target market selection and positioning, then elaborates on PEST, Porter's Five Forces Model, STP and other related competition analysis and marketing theory. By analyzing the macro-environment, external competitive environment, internal resource capacity and main competitors of R Cruise Line, the advantages, disadvantages and market position of R Cruise Line are obtained. Combined with the eight consumption motives of Censydiam model, this paper comprehensively uses SPSS22.0 to make a quantitative analysis of the market segmentation for cruise tourism. From the perspective of consumption motives, the cruise tourism market segmentation is subdivided into eight categories: Escape Repair, Mass Viewing, Seeking Superiority, Loyalty Fit, Self-gratification, Fresh Curiosity, Reunion Attribution and Creation of Memories. Basing on the statistical data, the paper sums up the characteristics of each market segment, and chooses “Reunion Attribution”, “Loyalty Fit” and “Self-gratification” as the target market of R Cruise Line.