老虎滩极地馆旅游纪念品市场营销战略研究

发布时间：2018-03-07 23:37

本文选题：老虎滩极地馆　切入点：旅游纪念品　出处：《大连理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：改革开放以来,我国旅游业得到了快速发展,“十一五”期间,旅游业总收入年均增长15%。在这个过程中,旅游纪念品的研发、生产和销售对旅游产业的发展发挥了重要作用。但是,总体而言,我国旅游纪念品市场发展相对缓慢,旅游纪念品收入仅占旅游产业总收入的20%左右,仍有很大增长空间。大连老虎滩极地馆自2002年开业以来,旅游纪念品的开发就曾获得过业界好评,公司自行设计研发的毛绒玩具和仿海洋动物小用品,获得2005年第二届中国大连东亚国际旅游博览会“大连旅游工艺品、纪念品大奖赛”金奖；“极地海洋馆海洋动物系列”旅游纪念品,获2009中国国际旅游纪念品博览会银奖。但近几年来,公司的旅游纪念品发展遇到了瓶颈,商品叫好不叫市,商品收入持续下滑,这与大连旅游业持续向好的发展大趋势形成反差。为了找出公司旅游纪念品市场发展的瓶颈所在,扩大市场销量,本文对市场营销的基本理论进行了细致地研究,运用文献综述法、市场调查法、波特五力模型、因素评价矩阵和SWOT分析方法,深入剖析老虎滩极地馆旅游纪念品市场现状与存在的主要问题,找出存在这些问题的主要原因。在此基础上,制定出以品牌带动旅游纪念品产品和市场开发的密集增长发展战略。为保证该战略的顺利实施,设计出旅游纪念品多元组合营销策略以及相关保障措施。
[Abstract]:Since the reform and opening up, the tourism industry in China has developed rapidly. During the 11th Five-Year Plan period, the total revenue of the tourism industry increased by an average of 15 percent a year. In this process, the research and development of tourist souvenirs, Production and sales play an important role in the development of tourism industry, but generally speaking, the market of tourism souvenirs in China is relatively slow, and the revenue of tourism souvenirs accounts for only about 20% of the total income of tourism industry, and there is still great room for growth. Since the opening of Dalian Laohutan Polar Pavilion in 2002, the development of tourist souvenirs has been well received by the industry. The company has designed and developed plush toys and marine animal imitation gadgets. In 2005, he was awarded the gold medal at the second East Asia International Tourism Exposition of Dalian, China, "Dalian Tourism Crafts, souvenir Grand Prix", and the "Marine Animal Series of Polar Oceanographic Pavilion". The 2009 China International Tourism souvenir Fair Silver Award. But in recent years, the company's tourism souvenirs development has encountered a bottleneck, commodities are not called the market, commodity income continues to decline, This and Dalian tourism continues to good development trend form contrast. In order to find out the bottleneck of the company's tourism souvenirs market development and expand the market sales volume, this paper makes a detailed study on the basic theory of marketing, using literature review method, market investigation method, Porter's five-force model. The factors evaluation matrix and SWOT analysis method are used to analyze the present situation and main problems in the market of tourist souvenirs of Laohutan Polar Pavilion, and to find out the main reasons for these problems. In order to ensure the smooth implementation of the strategy, the multi-combination marketing strategy and related safeguard measures of tourism souvenirs are designed.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F592.6

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