本文選題：旅游商品 + 商品供給　； 參考：《中國(guó)海洋大學(xué)》2014年碩士論文

【摘要】：隨著旅游業(yè)的快速發(fā)展,旅游產(chǎn)業(yè)的六要素——“吃、住、行、游、購(gòu)、娛”，均得到了快速發(fā)展，但受多種因素的影響，各要素發(fā)展也不均衡，其中“購(gòu)”，即旅游商品及商品市場(chǎng)的發(fā)展在旅游產(chǎn)業(yè)結(jié)構(gòu)中，成為最薄弱的環(huán)節(jié)。不論是與其他五要素之一相比，還是與旅游業(yè)發(fā)展較快的國(guó)外及區(qū)域相比,國(guó)內(nèi)旅游商品對(duì)旅游業(yè)發(fā)展的貢獻(xiàn)，所起到的經(jīng)濟(jì)推動(dòng)作用微乎其微，這成為旅游業(yè)“六駕馬車(chē)”中的軟肋。如何解決這一問(wèn)題，有關(guān)專(zhuān)家和旅游業(yè)研究專(zhuān)業(yè)人員已經(jīng)著手進(jìn)行研究和探討。 嶗山風(fēng)景區(qū)是國(guó)家重點(diǎn)風(fēng)景名勝區(qū)，自景區(qū)建立以來(lái)，游客量和旅游收入逐年增加，，景區(qū)旅游業(yè)整體保持平穩(wěn)發(fā)展勢(shì)頭。但經(jīng)濟(jì)收入看，旅游商品在嶗山景區(qū)總收入中所占分量極低，旅游商品的開(kāi)發(fā)一直處于弱勢(shì)，存在諸多問(wèn)題,這一定程度上阻礙了嶗山風(fēng)景區(qū)旅游業(yè)的發(fā)展。景區(qū)管理局、旅游商品設(shè)計(jì)、生產(chǎn)、銷(xiāo)售部門(mén)及景區(qū)內(nèi)社區(qū)，都看到了旅游商品產(chǎn)業(yè)“病情”嚴(yán)重，開(kāi)始積極探尋“治病”的良藥，但是由于沒(méi)有真正找到問(wèn)題的瓶頸所在，致使目前嶗山景區(qū)的旅游商品產(chǎn)業(yè)缺乏發(fā)展動(dòng)力，前景不容樂(lè)觀。放眼目前嶗山景區(qū)的整個(gè)旅游產(chǎn)業(yè)，單一門(mén)票收入依賴(lài)度過(guò)重、景區(qū)發(fā)展與社區(qū)矛盾日益凸顯、多元化經(jīng)營(yíng)經(jīng)驗(yàn)不足等問(wèn)題，迫切需要以嶗山景區(qū)為核心的經(jīng)濟(jì)利益相關(guān)者，共同尋求發(fā)展模式，探討建立促進(jìn)景區(qū)經(jīng)濟(jì)發(fā)展的產(chǎn)業(yè)集群和產(chǎn)業(yè)鏈，在景區(qū)資源得到有效保護(hù)的前提下，實(shí)現(xiàn)景區(qū)經(jīng)濟(jì)利益收入的最大化，利益分配的合理化。因而，以旅游商品研究為切入點(diǎn)，對(duì)嶗山風(fēng)景區(qū)旅游業(yè)進(jìn)行研究，可以發(fā)現(xiàn)，改變嶗山景區(qū)單一門(mén)票經(jīng)濟(jì)，實(shí)現(xiàn)旅游產(chǎn)業(yè)融合發(fā)展，帶動(dòng)嶗山景區(qū)區(qū)域經(jīng)濟(jì)發(fā)展，成為實(shí)現(xiàn)嶗山風(fēng)景區(qū)旅游業(yè)可持續(xù)發(fā)展目標(biāo)的關(guān)鍵。 本文介紹了研究旅游商品及旅游商品市場(chǎng)所需相關(guān)概念和基礎(chǔ)性理論,實(shí)際調(diào)查了嶗山風(fēng)景區(qū)旅游商品現(xiàn)狀，分析了嶗山旅游商品開(kāi)發(fā)和市場(chǎng)存在的問(wèn)題，最后提出了嶗山旅游商品開(kāi)發(fā)的原則、商品體系、營(yíng)銷(xiāo)體系的構(gòu)建及旅游商品產(chǎn)業(yè)鏈優(yōu)化的策略和機(jī)制。
[Abstract]:With the rapid development of the tourism industry, the six elements of the tourism industry-"eat, live, travel, buy and entertain"-have developed rapidly, but under the influence of many factors, the development of each element has also been uneven. That is, the development of tourism commodities and commodity market has become the weakest link in the tourism industry structure. The contribution of domestic tourism commodities to tourism development is minimal, whether compared to one of the other five elements, or to foreign countries and regions where tourism is developing faster, This has become a weakness in the six carriages of tourism. How to solve this problem, relevant experts and tourism research professionals have begun to study and explore. Laoshan Scenic area is a national key scenic spot. Since the establishment of the scenic spot, the tourist volume and tourism income have increased year by year, and the tourism industry of the scenic area has maintained a steady development momentum. However, in terms of economic income, tourism commodities account for very little in the total revenue of Laoshan scenic spot, the development of tourism commodities has been in a weak position, there are many problems, which to some extent hinder the development of tourism in Laoshan scenic spot. The Scenic area Administration Bureau, the department of tourism commodity design, production, sales and the community in the scenic area have all seen the serious "illness" of the tourism commodity industry, and have started to actively explore the good medicine for "treating the disease," but because they have not really found the bottleneck of the problem, As a result, the tourism commodity industry of Laoshan Scenic spot lacks the development motive force, the prospect is not optimistic. Looking at the whole tourism industry of Laoshan Scenic spot at present, the single ticket income is too dependent, the contradiction between the development of the scenic spot and the community is increasingly prominent, and the diversified management experience is not enough, so there is an urgent need for the economic stakeholders with Laoshan scenic spot as the core. This paper explores the establishment of industrial clusters and industrial chains to promote the economic development of scenic spots. On the premise of effective protection of the resources of scenic spots, the maximization of economic benefits and the rationalization of distribution of benefits are realized. Therefore, with the research of tourism commodities as the breakthrough point, we can find out that changing the single ticket economy of Laoshan scenic spot, realizing the integration and development of tourism industry, and driving the regional economic development of Laoshan scenic spot, can be found by studying the tourism industry of Laoshan Scenic spot. It is the key to realize the sustainable development of tourism in Laoshan scenic spot. This paper introduces the relevant concepts and basic theories needed to study tourism commodities and tourism commodity markets, investigates the present situation of tourism commodities in Laoshan scenic spot, and analyzes the problems existing in the development and market of tourism commodities in Laoshan Mountain. Finally, the paper puts forward the principles of tourism commodity development in Laoshan, commodity system, marketing system and the strategy and mechanism of optimizing tourism commodity industry chain.
【學(xué)位授予單位】：中國(guó)海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F592.7

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