沈阳故宫旅游纪念品开发与营销的现状特征及优化对策

Present characteristics and optimizing countermeasures of exploitation and marketing of the tourism souvenirs in Mukden Palace of Shenyang City

利用访谈调查和问卷调查等方法研究了沈阳故宫旅游纪念品开发与营销的现状特征和存在的问题,并提出了优化对策.结果表明,沈阳故宫的旅游纪念品包括工艺美术品、文化创意产品、具有民族特色的旅游纪念品和东北特产食品4大类.目前,沈阳故宫旅游纪念品开发与营销存在设计缺乏创意,价格偏高,质量差,收藏价值低,缺乏实用价值,销售人员服务质量参差不齐,以及市场经营秩序混乱等问题.在借鉴北京故宫旅游纪念品开发、营销的成功经验基础上,提出了突出文化特色、民族特色以提高旅游纪念品收藏纪念价值,实用性与艺术性相结合,设计与营销方式要体现时代性,加强政企合作、校企合作,规范市场秩序,开发体验式旅游纪念品等优化沈阳故宫旅游纪念品开发与营销的对策.

Researched the current characteristics and the existing problems in the design,development and marketing of the tourist souvenir in Mukden Palace of Shenyang City by using the methods of interview and questionnaire,and put forward some optimizing countermeasures.The interviews and survey results show that the tourist souvenirs which are distributed by merchants inside and outside of Mukden Palace mainly include 4 categories,general arts and crafts,culture and creative product,ethnic souvenirs and local special foods.At present,the exploitation and marketing of tourist souvenirs in Mukden Palace have many problems,such as lack of creativity in design and commemorative value,high price,poor quality, low practical use value,rough workmanship,uneven service quality of salesmen and disorderly market operation.On the basis of drawing lessons from the successful experience in the exploitation and marketing of the tourist souvenirs of the Forbidden City in Beijing City,propose to highlight the local cultural characteristics to enhance the memorial value of the tourist souvenirs,combine practicality and artistry of them,the methods of designing and marketing should reflect the modern time,to strengthen the cooperation between governments and enterprises,the cooperation between universities and enterprise,standardize market order,create experiential tourist souvenirs to optimize the exploitation and marketing of the tourist souvenirs of Mukden Palace.