ser-M Framework를 이용한 크루즈 기업 경영의 메커니즘 - 카니발 코퍼레이션 사례를 중심으로

The concentration of cruise companies has been remarkable since the 1980s in the cruise industry, with the largest three companies succeeding in entering new destination markets through multiple mergers and acquisitions of cruise ships, respectively, And took about 80% of the market. The purpose of this study is to analyze the world's No. 1 cruise companies with ser-M Framework and to draw some implications by studying the best mechanism for securing competitiveness. The research target is Carnival Corporation, which has a half of the market share of international cruise companies. In the past, research on cruise companies in the cruise industry has mainly been done from a microscopic point of view, but research from a macro and comprehensive viewpoint is insufficient. In this paper, we will explore the mechanisms that are crucial to the operation of the newly launched National Cruise line by dealing with the mechanism of representative cruise companies on the basis of ser-M. Generally, the representative companies in Korea have expanded their business by the strong leadership of the founder. However, since the Carnival Corporation has expanded through the horizontal integration (merger and acquisition) of several cruise companies, subject(S) centered mechanism is difficult to operate. Through the case analysis, Carnival has created an 'Environment Creation Mechanism(S-E-R Mechanism)' by converging the environment(E) presented by the destination market and operating the controllable resources(R) autonomously, and it can be said that it is the most appropriate mechanism as a mechanism of the National Cruise Line. This study is meaningful for the first time as a study of 'ser-M' based cruise enterprise mechanism, and it is meaningful that it is the case study of typical cruise corporation in a comprehensive study of the subjects, environment, resources and mechanism of cruise companies.