至2014 年初為止，國際郵輪公司依船隊規模及其市場佔有率排列，世界前三大的 郵輪集團，依序為嘉年華郵輪、皇家加勒比郵輪及麗星郵輪。英國海運研究機構(OSC) 報告顯示，亞洲郵輪旅客每5 年成長約50 萬人次，佔全球郵輪旅客8%-9%，顯示市場 板塊已漸從北美遷移至亞洲地區(CCYIA, 2013)。本研究目的探討由國際郵輪公司及代理 商如何看待台灣地區的國際郵輪市場發展與需求，先後針對「國際郵輪公司」及「郵輪 代理商」，分別於美國、日本及台灣等地進行訪談五位國際郵輪主管及五家國內郵輪代 理商，藉由訪談內容分析進行個案的探索性研究。個案訪談分析中發現，國內的郵輪代 理商的行銷策略主要採取異業結盟、關係行銷、媒體行銷及會展活動行銷等方式進行， 主因與台灣旅行社規模不大，經營以小博大的活動特質有關。而郵輪代理商的企業特色 會因為所代理的國際郵輪於原本全球市場的定位有關，而形塑自身企業特質。在國際郵 輪業者訪談部分，有半數以上之業者對台灣之港口及觀光景點等均不太熟悉，且有來訪 經驗之業者認為台灣具市場潛力的景點不足，甚至是對郵輪公司是否會將台灣成為彎靠 港口在訪談中，業者興趣也不高。在政策面，業者表示亞洲地區的確是有發展郵輪市場 的成長空間，而且相關公司政策也逐漸重視此一市場，但是否會將台灣列為彎靠港、甚 至是母港，仍有待台灣相關政府單位對此一市場相關各項配套之規劃與國際行銷能力。

Up to early 2014, the world top three cruise groups are Carnival Cruise Lines, Royal Caribbean Cruise Lines and Star Cruises, according to their fleet size and market share respectively. British maritime research institution Ocean Shipping Consultants (OSC) reported that the Asian cruiser has grown as much as 500,000 passengers every five years, which has occupied 8-9% of the world's cruise market annually, indicating that the market sector has gradually migrated from North America to Asia (CCYIA, 2013). Purpose of this study was to explore the perception of the international cruise fleet and their sales agents, aim at the international cruise market development and market needs of the Taiwan region. There were five personnel in charge each from " the international cruises lines" as well as "the domestic sales agents" were interviewed in such as the United States, Japan and Taiwan. Finally, an exploratory case study was conducted by analyzing all interview contents. Interview case analysis found that the domestic marketing strategies of the major cruise agents taken was mainly in industrial alliances, relationship marketing, media marketing and exhibition marketing, etc. As the scale or size is the main cause of the Taiwanese travel agency, operating in small broad traits related activities. The agents of the enterprise feature because of the international cruise agents in the global market related to the original location, and shaping their own business styles accordingly. As to the perception of the cruise related image of Taiwan, more than half of the cruise industry is not familiar with of the sea ports and tourist attractions in Taiwan. The cruise industry considered the potential of tourist attractions of Taiwan inadequate. In terms of European and American markets for tourism, Taiwan still needs to strengthen international publicity exposure. But if compared with Japan, Korea or other Asian countries, visibility and fame of Taiwan in regional is ranked much higher than the others. In the cross-strait shipping perspective, this study found the current cross-strait shipping is not very much related with the cruise market in Asia, the cruise company has shown little interest with the cross-strait shipping business during the interview. In the policy perspective, the industry admitted that there was indeed a great development potential expected in Asia cruise market, but also increasing emphasis on corporate policies related tothis market, but whether it will be calling or home ported in the ports of Taiwan, it will all depend on the extent of the supporting element of the relevant government policy, market-related planning and international marketing capabilities.