[Objectives]From the perspective of user cognition,this paper explores the current situation and the cause of cruise ship's appearance brand image.
[Methods] Based on hierarchical clustering method, experiments were designed to allow users to observe the appearance of sample cruise ships, re-judgment the brand of each cruise ship belonging to, and collect experimental data, and use SPSS software to statistically analyze the data.
[Results] The research results show that there are three kinds of the current situation about cruise ship's appearance brand image: most cruise ship have good appearance brand image; Among them,the development of the appearance brand image of mass cruise and luxury cruise are far better than that of professional cruise.;And,because of the continuity of appearance of the same brand and the difference of the appearance of the different brand, cruise ship's appearance brand image presents a chaotic situation of image crossing or faulting.
[Conclusions] The appearance of the existing cruise ship brand image is generally well constructed. The poor appearance of the brand image of cruise ships, such as some professional cruise ships, is objectively due to the lack of typical appearance of cruise ships family characteristics, and the homogenization of appearance between brands. Subjectively, the aesthetics and objectives of cruise users affect the value of the appearance branding.