基于4C理论的旅游纪念品开发研究

A Study of the Development of Tourist Souvenir Based on 4C Theory

对旅游纪念品开发过程中市场开发的程度及管理中面临的问题进行了研究,为提高旅游纪念品开发的有效性和针对性,紧密结合市场需求,基于营销4C理论,分析了旅游纪念品开发的核心要素,提出基于4C理论的旅游纪念品新的开发模式——从推式营销向拉式营销的转变,从产品为主导向消费者为主导转变,并充分发挥政府规划、设计创新、人才培养的支撑作用,打造有竞争力的具备明显区域特色的旅游纪念品。

The paper analyzes the degree of market development for tourist souvenirs as well as the managerial problems it has been faced with during the process. On the basis of marketing theories of 4C, with an aim at improving the efficiency and pertinency of developing tourist souvenirs, the paper makes a deep analysis of the core factors concerning the exploration of tourist souvenirs by taking full consideration of the marketing needs, and further puts forward the new developing mode——a transition from pushing-style to pulling-style in the marketing plan and also from product-oriented to consumer-oriented and promote more competitive tourist souvenirs characterized with special flavors by means of making full use of government planning, design creation and personnel training to support the project.