基于STP理论的旅游商品品牌营销问题研究——以济南市泉水景区为例

Research on Brand Marketing Problems of Tourism Commodities Based on the STP Theory——A Case Study of Jinan Spring-scenic Area

济南市泉水景区旅游资源丰富,然而旅游商品缺少品牌、同质化现象严重,导致景区旅游购物消费不足。为解决泉水景区存在的上述问题,并且为同类景区提供参考性建议,利用STP理论方法,对济南市泉水景区旅游商品市场进行了重新细分、选择和定位。旅游商品品牌营销策略是解决泉水景区旅游商品现存问题的首要途径。

The tourism resources in Ji＇ nan spring-scenic area are abundant while such problems as lack of tourist commodi-ties brands and homogenization are very serious, which have led to the shortage of tourism shopping-consumption. This paperaimed to solve these problems existing in spring-scenic area and provided references for similar scenic spots by way of seg-menting, targeting and positioning the market of spring-scenic area tourism commodities based on the STP theory and drewthe conclusion that brand marketing strategy of tourism commodities is the most important way to solve the existing problemsof tourism commodities in spring-scenic area.