关于奥运旅游纪念品若干问题的探讨

An Exploration on the Issues of Olympic Tourism Souvenirs

奥运旅游纪念品就是能够再现奥运经历、传递"复合文化"体验及其满足感的商品化的"有形物"。奥运旅游纪念品开发策略涉及三个方面的理想的文化契合点的寻求是产品开发的关键;"自力"途径的预设是产品模式的要求;营销服务质量是产品品质的组成。加强奥运旅游纪念品开发经营的意义在于:奥运旅游纪念品在树立我国国际新形象方面具有不可替代的作用;奥运旅游纪念品开发经营的成功实践将对我国旅游业的发展产生深远的影响;加强奥运旅游纪念品开发经营是我国文化产品走向世界的突破口。

Olympic tourism souvenirs are commercialized tangible properties, which can represent Olympic undergoing, deliver compound culture experiences and sense of fulfillment. The development strategy of Olympic tourism souvenirs covers three aspects：seeking for the ideal cultural joint is the key point for product development;pre-designing by means of self-support is the requirement of product model;and sales service quality is the composition of product quality. The significance for intensifying the development and operation of Olympic tourism souvenirs lies in the following points： Olympic tourism souvenirs play an irreplaceable role in establishing China＇s new image; the successful practice of the development of Olympic tourism ,souvenirs will have profound influences on China＇s tourism industry; Olympic tourism souvenir operation is also a breakthrough for China＇s cultural products to popularize in the world.