摘 要
自 2008 年以来，河北省提出“三年大变样”战略规划，三年建设，三年发展，一
年一大步，三年大变样。“三年大变样”实施多年以来，河北确实变了样。尤其是省会
石家庄，近几年的发展非常迅速，也吸引越来越多的人来到石家庄旅游、工作、生活
紧跟三年大变样的城市建设脚步，河北省各方面也得到了长足的发展，随着近几年的旅
游热的浪潮，石家庄的旅游业也蓬勃发展起来，尤其是以大西柏坡为主的红色旅游及爱
国主义教育催生的红色热，给河北旅游业的发展带来了契机，但是同时，我们也经常听
到不少外地游客感慨说石家庄没特产，不知道要买什么。一些外地游客临走时想带些有
特色的纪念品、工艺品，费了不少脑筋却难以找到满意的特色产品，不得不带着遗憾离
开石家庄。我省特色产品开发和营销的弱势已与我省丰富的旅游资源、旅游业的强劲发
展极不相称。如何能够加快旅游地特色产品的开发设计和生产、培育具有一定影响力的
区域品牌、增大地方特色产品销售额在旅游业总收入中的比重，提高旅游当地居民的收
入水平，成为当下重要的问题
随着旅游行业的蓬勃发展，研究旅游线路的开发设计的学者越来越多，河北省的旅
游业起步比较晚，相对于旅游旺地来说竞争力还不是很强，所以专门针对河北省旅游线
路的开发设计以及特色产品营销的研究还较少。石家庄特色产品的影响力已经越来越落
后于石家庄旅游线路的影响力，并且石家庄特色产品的销售和旅游并没有很完美的结
合，这种不均衡也极大地影响了旅游地居民的经济收入和当地特色产品的开发设计前
景。本文从这一方面研究需要出发，以西柏坡红色旅游线路为例，对石家庄地区的特色
产品进行了分析研究并提出了区域特色产品的营销对策
本文首先对特色产品的研究背景和研究意义进行了阐述，对旅游线路和特色产品的
基础理论进行探讨，然后对平山县旅游资源和旅游线路以及特色产品的开发现状进行了
分析，根据分析旅游者的购买行为和特色产品的市场前景的基础上，提出了西柏坡特色
产品的市场营销对策，希望对平山以及河北省特色产品的发展提供相应的借鉴意义
关键词：旅游线路；特色产品；红色旅游；营销对策
Abstract
Since 2008,Hebei Province made a proposal of‘Three-year Big Changing’ Strategic
Planning, including Three-year Infrastructure, Three-year Developing, ‘big step’every year,
big changing every three years. After implemented this plan, it has changed Heibei, especially
in the provincial capital Shijiazhuang, witch is booming and more and more people came to
Shijiazhuang for travel, work and living. During this time, all aspects of Hebei Province has
also been considerable development. In recent years, tourism has flourished in Shijiazhuang.
For example, Xibaipo Red tourism and patriotism education, has brought opportunities to the
development of tourism for Hebei Provincial Tourism. Latest statistics show that in 2012, the
province had more than 220 million domestic and overseas tourists trips, tourism revenue
nearly 160 billion yuan with an increase of over 20% and 30% respectively. However, we
also often hear a lot of tourists said, “Shijiazhuang has no specialty, I do not know what to
buy.“ Some tourists like to take some souvenirs, handicrafts unique before leaving. It is hard
to find specialty products when leaving Shijiazhuang. Development and marketing of
specialty products in our province is a disadvantaged, compare with our rich tourism
resources. There is important issues that are accelerating for the development of tourism in
specialty products, developing influential brands in specialty products, increasing the
proportion of local products in the total tourism revenue, and increasing tourism income in
tourism regions.
There are more and more experts began to study tours and souvenirs, but also less
marketing research for Shijiazhuangs’ tourism and specialty products. The influence of
specialty products behinded the tourist in Shijiazhuang, Shijiazhuang, specialty products and
sales are not matching to tourism. In this situation, this imbalance is also affected the income
of residents and tourist market for the prospects of local specialty products business. This
article is going to research for the needs of specialty products for Shijiazhuang and the system
research. Basing on Xibaipo red tourism routes, it is suggested to make Pingshan specialty
products marketing strategy.Firstly, this article is going to study the specialty products background and significance
of characteristics of products, and then analyze the status of tour resources, tour routes and
specialty products in Pinshan. Based on buying behavior and specialty products market aspect,
we provide the strategy for the development of Xibaipo marketing specialty products and
hope these reference would help the development for Hebei.
Key Words: tourist routes; specialty products; red tourism; Marketing Strategies