面向中国游客的越南旅游纪念品发展策略研究
发布时间：2018-08-18 15:50
【摘要】：越南的旅游业已经成为越南经济发展的重要产业,而旅游纪念品则在促进越南旅游业的发展过程中扮演着重要角色。旅游纪念品的发展有利于增加旅游者的收入,提高旅游业的经济效益。目前,越南旅游纪念品市场也取得了较大的发展,但是同国外相比,越南旅游纪念品市场发展存在问题较多,如旅游纪念品同质化严重、纪念品生产和营销的针对性较低、纪念品缺乏特色和品牌。而中国是越南重要的邻国,也是越南最重要的旅游客源国。中国游客对越南旅游纪念品的要求不断提高、希望能购买到具有独特文化、高质量、创新的旅游纪念品,还希望有舒服、安全的购买场所等。中国游客的需求与越南旅游纪念品市场供给不平衡的状况,进一步增强了本研究的重要性与必要性。 本文采用问卷方法对中国游客购买越南旅游纪念品的需求进行了调研,同时实际调查了越南旅游纪念品的品质、营销和法制保障等供给问题。在供给和需求分析的基础上,本文发现越南旅游纪念品市场供给和中国游客购买的需求之间存在错位等的问题。依据4C营销理论,本文有针对性地提出越南旅游纪念品的发展策略。本文的最终研究结论主要包括以下几点： 第一,越南旅游纪念品是能反映越南的特色,利用越南特有的原料制作,富有纪念意义和独特越南文化色彩的特色商品。越南地域历史悠久,资源种类丰富,文化底蕴深厚,但旅游发展起步较晚,从发展阶段来看,旅游纪念品仍处于导入期和成长期的过渡阶段。因此,越南旅游纪念品市场基本上具有导入期的表现：以资源导向、价格偏低、设计题材主要以形式各异的手工艺品为主、包装粗糙、旅游纪念品的民族文化、品牌价值还没得到重视。 第二,中国游客购买力强,现在已经进入理性购买的阶段,对旅游纪念品的要求越来越高。购买目的主要用于送礼,要求有浓郁的越南文化、包装精美、档次高。购买过程中要求舒服而简便,搜索信息基本靠网络,购买地点也要求是有名气、安全性高的专卖店和大商场。 第三,越南旅游纪念品供给的质量、服务、文化与中国游客的需求不相适应。越南旅游纪念品存在着设计缺乏创新、工艺制作不够精美、包装、销售服务欠佳、市场管理缺失、旅游纪念品信息服务和政府引导服务、保护不足等众多问题,难以满足中国游客的需求,使购买欲望下降,购买力大大降低。 第四,运用供求理论,本文提出了越南旅游纪念品的发展应遵循的策略,包括深入挖掘越南文化内涵、突出热带风格等特色化策略；采取以需求为中心的定价策略,以4C为导向,加强购物环境的建设、重视网络、广告等宣传方式,提高导游、售货员的素质等营销优化策略；加强和树立品牌意识、重视品牌宣传等品牌打造策略。
[Abstract]:Vietnam's tourism industry has become an important industry in Vietnam's economic development, and tourist souvenirs play an important role in promoting the development of Vietnam's tourism industry. The development of tourist souvenirs is conducive to increase the income of tourists and improve the economic benefits of tourism. At present, Vietnam tourism souvenir market has also made great progress, but compared with foreign countries, Vietnam tourism souvenir market has many problems, such as the homogeneity of tourist souvenirs, the low pertinence of souvenir production and marketing. Souvenirs lack features and brands. China is Vietnam's important neighbor, and Vietnam's most important source of tourists. Chinese tourists are increasing their demand for Vietnam's tourist souvenirs, hoping to buy tourist souvenirs with unique culture, high quality and innovation, as well as comfortable and safe places to buy them. The imbalance between the demand of Chinese tourists and the supply of tourist souvenirs in Vietnam further strengthens the importance and necessity of this study. This paper investigates the demand of Chinese tourists for Vietnam tourist souvenirs by means of questionnaire, and investigates the supply problems of Vietnamese tourist souvenirs, such as quality, marketing and legal guarantee. Based on the analysis of supply and demand, this paper finds that there is a mismatch between the supply of tourist souvenirs in Vietnam and the demand of Chinese tourists. According to the 4 C marketing theory, this paper puts forward the development strategy of Vietnam tourist souvenirs. The final conclusions of this paper mainly include the following: first, Vietnam tourist souvenirs can reflect the characteristics of Vietnam, make use of Vietnam's unique raw materials, full of commemorative significance and unique Vietnamese cultural color. Vietnam has a long history, rich resources and profound cultural heritage, but the tourism development started relatively late. From the development stage, tourist souvenirs are still in the transitional stage of the period of introduction and growth. Therefore, the Vietnam tourist souvenir market basically has the performance of the period of introduction: resource-oriented, low price, the main theme of the design of different forms of handicrafts, rough packaging, tourism souvenirs of the national culture, Brand value has not been taken seriously. Second, Chinese tourists have strong purchasing power and have entered the stage of rational purchase. The purpose of purchase is mainly used for gift giving, with strong Vietnamese culture, exquisite packaging and high grade. The purchase process requires comfort and simplicity, search information basically depends on the network, the purchase location is also required to be famous, high security stores and shopping malls. Thirdly, the quality, service and culture of Vietnam tourist souvenirs are not suitable for the demand of Chinese tourists. Vietnam's tourist souvenirs have many problems, such as lack of innovation in design, inadequate craftsmanship, packaging, poor sales services, lack of market management, information services for tourist souvenirs and government-guided services, inadequate protection, and so on. Difficult to meet the demand of Chinese tourists, so that the desire to buy, purchasing power greatly reduced. Fourthly, using the theory of supply and demand, this paper puts forward the strategies that should be followed in the development of tourist souvenirs in Vietnam, including digging into the connotation of Vietnamese culture, highlighting the tropical style and other special strategies, and adopting the demand-centered pricing strategy. Take 4C as the guide, strengthen the construction of the shopping environment, attach importance to the network, advertising and other propaganda methods, improve the quality of tour guides, salespeople and other marketing optimization strategies, strengthen and establish brand awareness, attach importance to brand publicity and other brand building strategies.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F593.33
本文编号：2189943
[Abstract]:Vietnam's tourism industry has become an important industry in Vietnam's economic development, and tourist souvenirs play an important role in promoting the development of Vietnam's tourism industry. The development of tourist souvenirs is conducive to increase the income of tourists and improve the economic benefits of tourism. At present, Vietnam tourism souvenir market has also made great progress, but compared with foreign countries, Vietnam tourism souvenir market has many problems, such as the homogeneity of tourist souvenirs, the low pertinence of souvenir production and marketing. Souvenirs lack features and brands. China is Vietnam's important neighbor, and Vietnam's most important source of tourists. Chinese tourists are increasing their demand for Vietnam's tourist souvenirs, hoping to buy tourist souvenirs with unique culture, high quality and innovation, as well as comfortable and safe places to buy them. The imbalance between the demand of Chinese tourists and the supply of tourist souvenirs in Vietnam further strengthens the importance and necessity of this study. This paper investigates the demand of Chinese tourists for Vietnam tourist souvenirs by means of questionnaire, and investigates the supply problems of Vietnamese tourist souvenirs, such as quality, marketing and legal guarantee. Based on the analysis of supply and demand, this paper finds that there is a mismatch between the supply of tourist souvenirs in Vietnam and the demand of Chinese tourists. According to the 4 C marketing theory, this paper puts forward the development strategy of Vietnam tourist souvenirs. The final conclusions of this paper mainly include the following: first, Vietnam tourist souvenirs can reflect the characteristics of Vietnam, make use of Vietnam's unique raw materials, full of commemorative significance and unique Vietnamese cultural color. Vietnam has a long history, rich resources and profound cultural heritage, but the tourism development started relatively late. From the development stage, tourist souvenirs are still in the transitional stage of the period of introduction and growth. Therefore, the Vietnam tourist souvenir market basically has the performance of the period of introduction: resource-oriented, low price, the main theme of the design of different forms of handicrafts, rough packaging, tourism souvenirs of the national culture, Brand value has not been taken seriously. Second, Chinese tourists have strong purchasing power and have entered the stage of rational purchase. The purpose of purchase is mainly used for gift giving, with strong Vietnamese culture, exquisite packaging and high grade. The purchase process requires comfort and simplicity, search information basically depends on the network, the purchase location is also required to be famous, high security stores and shopping malls. Thirdly, the quality, service and culture of Vietnam tourist souvenirs are not suitable for the demand of Chinese tourists. Vietnam's tourist souvenirs have many problems, such as lack of innovation in design, inadequate craftsmanship, packaging, poor sales services, lack of market management, information services for tourist souvenirs and government-guided services, inadequate protection, and so on. Difficult to meet the demand of Chinese tourists, so that the desire to buy, purchasing power greatly reduced. Fourthly, using the theory of supply and demand, this paper puts forward the strategies that should be followed in the development of tourist souvenirs in Vietnam, including digging into the connotation of Vietnamese culture, highlighting the tropical style and other special strategies, and adopting the demand-centered pricing strategy. Take 4C as the guide, strengthen the construction of the shopping environment, attach importance to the network, advertising and other propaganda methods, improve the quality of tour guides, salespeople and other marketing optimization strategies, strengthen and establish brand awareness, attach importance to brand publicity and other brand building strategies.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F593.33
【参考文献】
相关期刊论文 前9条
1 周海燕;;基于4C理论的旅游纪念品开发研究[J];安徽农业大学学报(社会科学版);2010年03期
2 袁国宏;论发展我国旅游纪念品的重要意义[J];商业研究;2003年10期
3 朱应皋,万绪才;旅游纪念品发展对策探析[J];现代经济探讨;2002年05期
4 闫玮;;洛阳旅游纪念品开发存在的问题及原因探析[J];民营科技;2009年01期
5 叶萃萃;;关于武夷山旅游纪念品的设计开发研究[J];武夷学院学报;2010年04期
6 李理;;沈阳满族旅游纪念品开发对策研究[J];商场现代化;2007年02期
7 杨文利;关楠;张钢民;;河北省旅游纪念品的市场调查分析[J];商场现代化;2007年24期
8 文平;;西安旅游纪念品的深度开发研究[J];商场现代化;2009年06期
9 李梅;;旅游者购物需求现状的调查分析——以桂林旅游市场为例[J];中国商贸;2011年29期
，本文编号：2189943
本文链接：https://www.wllwen.com/jingjilunwen/lyjj/2189943.html
