论皇家加勒比邮轮公司如何成为知名的航海企业How Royal Caribbean Cruises becomes the world-famous sailing corporation
本论文对皇家加勒比邮轮公司进行了分析研究，首先，本文对皇家加勒比邮轮公司的背景、研究的必要性、研究的目的、采用的方法和一些相关的策略进行了简要的介绍。另外，论文从品牌宣传、品牌历史、邮轮特色项目、世界影响力和卓越的服务、各式各样的培训项目和保护海洋资源这些角度分析了皇家加勒比邮轮公司成为国际著名航海公司的原因。最后，论文对本次研究进行了总结，并为进一步研究提出了一些建议。
关键词： 邮轮历史；品牌建立；管理策略
Abstract
This paper focuses on the research of the Royal Caribbean Cruises Ltd. At first, the thesis has briefly introduces the background of the Royal Caribbean Cruises Ltd, the need for the study and the purpose of the research. Then, the paper has analyzed the reasons for Royal Caribbean Cruises Ltd to become a global Cruise Line in the aspect of branding, company history, unique programs, security programs, the excellent services, a variety of training education and environmental protection. In order to learn something from the success of the Royal Caribbean Cruises Ltd, the author gives some suggestions. At last, the paper summarizes the research and raises some proposals for further study.
Key words: cruise history, brand building, management strategies
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