湘潭红色旅游纪念品市场调查分析——以韶山为例

The Market Research Analysis on the Souvenir of Xiangtan’s Red Tourism——A Case Study of Shaoshan

随着我国经济水平和老百姓精神文化需求的不断提升,红色旅游经济正呈现出高速发展态势。然而,红色旅游纪念品的发展却处于滞后状态。文章通过对湘潭市韶山红色旅游景区的纪念品市场展开实证调研,分析出其红色旅游纪念品主要存在红色文化内涵缺失、地域特色不凸出、产品创新不足和营销模式陈旧四个方面的问题,并相应提出了建议。

With China economy’s upgrading and people’s high demands on spiritual culture,the red tourism has thrived.However,it is discovered that the souvenir in red tourism is under-developed.Based on the market research on the red tourism’s souvenir in Shaoshan,Xiangtan,four main problems of the souvenir are analyzed,namely,the lack of red tourism connotation,the deficiency of regional characteristics,the insufficiency of innovation in product and the outdated marketing model.Some countermeasures are put forward subsequently.