本文選題：老虎灘極地館　切入點(diǎn)：旅游紀(jì)念品　出處：《大連理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：改革開放以來,我國旅游業(yè)得到了快速發(fā)展,“十一五”期間,旅游業(yè)總收入年均增長15%。在這個(gè)過程中,旅游紀(jì)念品的研發(fā)、生產(chǎn)和銷售對(duì)旅游產(chǎn)業(yè)的發(fā)展發(fā)揮了重要作用。但是,總體而言,我國旅游紀(jì)念品市場(chǎng)發(fā)展相對(duì)緩慢,旅游紀(jì)念品收入僅占旅游產(chǎn)業(yè)總收入的20%左右,仍有很大增長空間。 大連老虎灘極地館自2002年開業(yè)以來,旅游紀(jì)念品的開發(fā)就曾獲得過業(yè)界好評(píng),公司自行設(shè)計(jì)研發(fā)的毛絨玩具和仿海洋動(dòng)物小用品,獲得2005年第二屆中國大連東亞國際旅游博覽會(huì)“大連旅游工藝品、紀(jì)念品大獎(jiǎng)賽”金獎(jiǎng)；“極地海洋館海洋動(dòng)物系列”旅游紀(jì)念品,獲2009中國國際旅游紀(jì)念品博覽會(huì)銀獎(jiǎng)。但近幾年來,公司的旅游紀(jì)念品發(fā)展遇到了瓶頸,商品叫好不叫市,商品收入持續(xù)下滑,這與大連旅游業(yè)持續(xù)向好的發(fā)展大趨勢(shì)形成反差。 為了找出公司旅游紀(jì)念品市場(chǎng)發(fā)展的瓶頸所在,擴(kuò)大市場(chǎng)銷量,本文對(duì)市場(chǎng)營銷的基本理論進(jìn)行了細(xì)致地研究,運(yùn)用文獻(xiàn)綜述法、市場(chǎng)調(diào)查法、波特五力模型、因素評(píng)價(jià)矩陣和SWOT分析方法,深入剖析老虎灘極地館旅游紀(jì)念品市場(chǎng)現(xiàn)狀與存在的主要問題,找出存在這些問題的主要原因。在此基礎(chǔ)上,制定出以品牌帶動(dòng)旅游紀(jì)念品產(chǎn)品和市場(chǎng)開發(fā)的密集增長發(fā)展戰(zhàn)略。為保證該戰(zhàn)略的順利實(shí)施,設(shè)計(jì)出旅游紀(jì)念品多元組合營銷策略以及相關(guān)保障措施。
[Abstract]:Since the reform and opening up, the tourism industry in China has developed rapidly. During the 11th Five-Year Plan period, the total revenue of the tourism industry increased by an average of 15 percent a year. In this process, the research and development of tourist souvenirs, Production and sales play an important role in the development of tourism industry, but generally speaking, the market of tourism souvenirs in China is relatively slow, and the revenue of tourism souvenirs accounts for only about 20% of the total income of tourism industry, and there is still great room for growth. Since the opening of Dalian Laohutan Polar Pavilion in 2002, the development of tourist souvenirs has been well received by the industry. The company has designed and developed plush toys and marine animal imitation gadgets. In 2005, he was awarded the gold medal at the second East Asia International Tourism Exposition of Dalian, China, "Dalian Tourism Crafts, souvenir Grand Prix", and the "Marine Animal Series of Polar Oceanographic Pavilion". The 2009 China International Tourism souvenir Fair Silver Award. But in recent years, the company's tourism souvenirs development has encountered a bottleneck, commodities are not called the market, commodity income continues to decline, This and Dalian tourism continues to good development trend form contrast. In order to find out the bottleneck of the company's tourism souvenirs market development and expand the market sales volume, this paper makes a detailed study on the basic theory of marketing, using literature review method, market investigation method, Porter's five-force model. The factors evaluation matrix and SWOT analysis method are used to analyze the present situation and main problems in the market of tourist souvenirs of Laohutan Polar Pavilion, and to find out the main reasons for these problems. In order to ensure the smooth implementation of the strategy, the multi-combination marketing strategy and related safeguard measures of tourism souvenirs are designed.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F592.6

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本文編號(hào)：1581503