I 摘要 随着奥运帆船赛、世园会、上合峰会、年度啤酒节等一系列重大赛事、活动的举 行，青岛旅游产业快速崛起，旅游纪念品的生产和销售也有了较大的发展。SP公司 主要依托青岛市旅游产业，专门生产具有青岛特色的旅游文创纪念品，目前已经占领 了青岛全部市场份额的20%以上，但是依据传统的4P理论制定与实施的营销策略暴 露出诸多问题，鉴于此本文运用4C理论对SP公司旅游纪念品营销策略进行了研究。 本研究在理论上进一步丰富了旅游纪念品生产销售企业营销的学科理论体系，在实践 上研究成果可以直接为SP公司旅游纪念品营销策略的制定和优化提供参考。 本文的研究依据认识现状→发现问题→提出建议的主旨思路展开。研究中首先对 研究的背景、意义，相关文献进行回顾，阐述SP公司旅游纪念品营销现状；之后客 观分析SP公司旅游纪念品营销的环境，最后提出SP公司旅游纪念品营销组合策略。 研究的主要内容一共分为六个部分：第一部分是绪论，第二部分是概念界定及理论基 础，第三部分是SP公司旅游纪念品营销现状与问题分析，第四部分是SP公司旅游 纪念品营销环境分析，第五部分是基于4C的SP公司旅游纪念品营销组合策略设计， 第六部分是SP公司旅游纪念品营销策略的实施保障措施。 研究指出SP公司旅游纪念品营销存在的问题与原因主要在于缺乏以游客为中心 营销理念，产品同质化严重，定价能力弱，营销渠道有待拓宽，缺乏周密的促销策划。 鉴于此本研究提出了树立良好的商业信誉，游客数据库策略，满足游客对旅游纪念品 的三层次需求等以游客需求为中心的营销策略；提出了降低资金成本，降低时间成本， 降低游客的交易风险成本等以游客成本为中心的营销策略；提出了拓展服务渠道，提 升服务质量等以游客便利为中心的营销策略；提出了创造寻找社会热点、兴趣点为与 游客的接触点，结合旅游节庆活动加深与游客的联结，以新媒体互动沟通为中心的营 销策略。同时为了使本研究提出的营销策略得以顺利实施，进一步提出了三点保障措 施。其中营销队伍建设保障方面提出了注重员工服务便利性知识培训，注重对营销人 员的感情关怀；制度建设保障方面提出了完善店长负责客户需求信息统报制度，完善 旅游纪念品性价比管理制度，规范销售服务便利的奖励制度；信息与技术保障方面提 出了多途径收集游客需求信息，加强游客需求信息管理，加快SP公司的信息化建设。 关键词：旅游纪念品；营销策略；旅游经济；4C SP公司旅游纪念品营销策略研究 II Abstract With the holding of a series of major events and events such as the Olympic Regatta, the World Expo, the Shanghe Summit, and the annual Oktoberfest, Qingdao's tourism industry has risen rapidly, and the production and sales of tourist souvenirs have also developed considerably. SP company mainly relies on the tourism industry of Qingdao, specializing in the production of tourism cultural and creative souvenirs with Qingdao characteristics. At present, it has occupied more than 20% of Qingdao's total market share. However, the marketing strategy based on the traditional 4P theory has exposed many problems. In view of this article, the 4C theory is used to study the SP company's tourism souvenir marketing strategy. This research further enriches the theoretical system of tourism souvenir production and sales enterprise marketing in theory. In practice, the research results can directly provide reference for the formulation and optimization of SP company's tourism souvenir marketing strategy. The research of this paper is based on the understanding of the status quo → the problem of discovery → the main idea of the proposal. In the research, the background, significance and related literature of the research are reviewed firstly, and the current situation of SP souvenir marketing is expounded. After that, the environment of SP company's tourism souvenir marketing is objectively analyzed. Finally, SP company's tourism souvenir marketing combination strategy is proposed. The main content of the research is divided into six parts: the first part is the introduction, the second part is the concept definition and the theoretical basis, the third part is the SP company's tourism souvenir marketing status and problem analysis, and the fourth part is the SP company tourism souvenir marketing environment. Analysis, the fifth part is based on 4C SP company tourism souvenir marketing strategy design, the sixth part is the implementation guarantee measures of SP company tourism souvenir marketing strategy. The research pointed out that the problems and reasons of SP company's tourism souvenir marketing mainly lie in the lack of tourists-centered marketing concept, product homogeneity is serious, pricing power is weak, marketing channels need to be broadened, and lack of careful promotion planning. In view of this research, it is proposed to Abstract III establish a good business reputation, a tourist database strategy, to meet the three-level needs of tourists for tourist souvenirs and other marketing strategies centered on the needs of tourists; proposed to reduce capital costs, reduce time costs, and reduce the transaction risk of tourists The marketing strategy centering on the cost of tourists; the marketing strategy of expanding the service channel and improving the service quality with the convenience of tourists; the creation of the contact point for creating social hotspots and interest points with tourists, combined with tourism festival activities Deepen the connection with tourists and adopt a marketing strategy centered on new media interaction. At the same time, in order to make the marketing strategy proposed in this study be implemented smoothly, three safeguard measures were further proposed. Among them, the marketing team construction protection puts emphasis on employee service convenience knowledge training, pays attention to the emotional care of marketing personnel; the system construction guarantee puts forward the perfect store manager responsible for customer demand information reporting system, perfects the tourism souvenir cost-effective management system, regulates sales The reward system for service convenience; information and technical support has proposed multiple ways to collect information on tourists' needs, strengthen the management of tourist demand information, and accelerate the informationization of SP companies. Keywords: tourist souvenirs; marketing strategy; tourism economy; 4C SP公司旅游纪念品营销策略研究 IV 目 录 摘要 .... I ABSTRACT ........................... II 第1章 绪论 ............................ 1 1.1研究背景和意义 ............. 1 1.1.1研究背景 .................. 1 1.1.2研究意义 .................. 2 1.2国内外研究动态 ............. 2 1.2.1关于旅游营销理念的相关研究 ............. 2 1.2.2关于旅游纪念品企业营销理念的相关研究 ........................ 3 1.2.3关于旅游纪念品企业营销组合策略的相关研究 ................ 4 1.2.4关于旅游纪念品企业营销实施策略的相关研究 ................ 8 1.2.5相关研究述评 .......... 8 1.3研究方法 ......................... 9 1.3.1文献研究法 .............. 9 1.3.2案例分析法 .............. 9 1.3.3问卷调查法 .............. 9 1.3.4数据分析法 .............. 9 1.4研究内容和技术路线 ..... 9 1.4.1研究内容 .................. 9 1.4.2技术路线 ................ 10 1.5创新点 ........................... 11 第2章 概念界定与理论基础 ............................. 13 2.1概念界定 ....................... 13 2.1.1营销的含义 ............ 13 2.1.2市场营销 ................ 13 2.1.3旅游纪念品的含义 14 2.2理论基础 ....................... 15 2.2.1 4P营销组合理论 ... 15 目录 V 2.2.2 4C营销组合理论 .. 15 2.2.3 4P与4C的关系 .... 17 2.2.4文化传播理论 ........ 18 2.2.5旅游经济理论 ........ 18 2.3 本章小结 ...................... 19 第3章 SP公司旅游纪念品营销现状与问题分析 .......................... 20 3.1 SP公司概况 ................. 20 3.1.1 公司简介 ............... 20 3.1.2 SP公司旅游纪念品产品结构 .............. 20 3.2 SP公司旅游纪念品市场调研与分析 ........ 21 3.2.1 调查问卷统计分析 .............................. 21 3.2.2 基于问卷结果的问题分析 .................. 23 3.3 SP公司旅游纪念品营销存在问题的原因分析 ....................... 24 3.3.1缺乏以游客需求为中心营销理念 ....... 24 3.3.2游客购买的物质和时间成本有待降低 .............................. 25 3.3.3 游客购买旅游纪念品的便利性不足 .. 26 3.3.4 缺乏与游客的互动机制 ...................... 27 3.4 本章小结 ...................... 27 第4章 SP公司旅游纪念品营销环境分析 ....... 28 4.1 宏观环境