基于4P理论的内蒙古旅游纪念品营销策略探析

An Analysis of Marketing Strategy of Tourist Souvenirs in Inner Mongolia Based on the Four Ps of Marketing

随着内蒙古旅游的不断发展,内蒙古旅游纪念品的开发和销售市场日益活跃,但运用4P理论分析,可以发现这一市场存在着产品同质化现象严重、价格参差不齐、销售渠道不畅和促销手段乏力等问题。为了更好地适应快速发展的旅游市场,旅游纪念品应在旅游发展的大视野下,在产业融合的大趋势下,在产业规范的大背景下,从细微处着眼,以大国工匠的精细与敬业,以创新的态度和热情,打造富有民族特色和地域特色、价格合理有序、渠道便捷分层、宣传稳步推进的旅游纪念品市场。

With the continuous development of tourism in Inner Mongolia, the development and mar- keting of Inner Mongolia tourist souvenirs are very active. With application of the Four Ps of Marketing, the problems of product homogenization, uneven price, poor sales channels and lack of promotion means in market are found. In order to better adapt to the rapid development of the tourism market, tourism souve- nirs should be viewed under the great vision of tourism development. Under the big trend of industrial inte- gration and the great background of the industrial norms, tourism souvenirs should be viewed from details. With fine and dedicated work of great power craftsmen, and innovative attitude and enthusiasm, products with regional characteristics, reasonable prices, convenient and stratified channel and steady promotion should be produced.