發(fā)布時(shí)間：2018-08-18 15:50

【摘要】：越南的旅游業(yè)已經(jīng)成為越南經(jīng)濟(jì)發(fā)展的重要產(chǎn)業(yè),而旅游紀(jì)念品則在促進(jìn)越南旅游業(yè)的發(fā)展過(guò)程中扮演著重要角色。旅游紀(jì)念品的發(fā)展有利于增加旅游者的收入,提高旅游業(yè)的經(jīng)濟(jì)效益。目前,越南旅游紀(jì)念品市場(chǎng)也取得了較大的發(fā)展,但是同國(guó)外相比,越南旅游紀(jì)念品市場(chǎng)發(fā)展存在問題較多,如旅游紀(jì)念品同質(zhì)化嚴(yán)重、紀(jì)念品生產(chǎn)和營(yíng)銷的針對(duì)性較低、紀(jì)念品缺乏特色和品牌。而中國(guó)是越南重要的鄰國(guó),也是越南最重要的旅游客源國(guó)。中國(guó)游客對(duì)越南旅游紀(jì)念品的要求不斷提高、希望能購(gòu)買到具有獨(dú)特文化、高質(zhì)量、創(chuàng)新的旅游紀(jì)念品,還希望有舒服、安全的購(gòu)買場(chǎng)所等。中國(guó)游客的需求與越南旅游紀(jì)念品市場(chǎng)供給不平衡的狀況,進(jìn)一步增強(qiáng)了本研究的重要性與必要性。 本文采用問卷方法對(duì)中國(guó)游客購(gòu)買越南旅游紀(jì)念品的需求進(jìn)行了調(diào)研,同時(shí)實(shí)際調(diào)查了越南旅游紀(jì)念品的品質(zhì)、營(yíng)銷和法制保障等供給問題。在供給和需求分析的基礎(chǔ)上,本文發(fā)現(xiàn)越南旅游紀(jì)念品市場(chǎng)供給和中國(guó)游客購(gòu)買的需求之間存在錯(cuò)位等的問題。依據(jù)4C營(yíng)銷理論,本文有針對(duì)性地提出越南旅游紀(jì)念品的發(fā)展策略。本文的最終研究結(jié)論主要包括以下幾點(diǎn)： 第一,越南旅游紀(jì)念品是能反映越南的特色,利用越南特有的原料制作,富有紀(jì)念意義和獨(dú)特越南文化色彩的特色商品。越南地域歷史悠久,資源種類豐富,文化底蘊(yùn)深厚,但旅游發(fā)展起步較晚,從發(fā)展階段來(lái)看,旅游紀(jì)念品仍處于導(dǎo)入期和成長(zhǎng)期的過(guò)渡階段。因此,越南旅游紀(jì)念品市場(chǎng)基本上具有導(dǎo)入期的表現(xiàn)：以資源導(dǎo)向、價(jià)格偏低、設(shè)計(jì)題材主要以形式各異的手工藝品為主、包裝粗糙、旅游紀(jì)念品的民族文化、品牌價(jià)值還沒得到重視。 第二,中國(guó)游客購(gòu)買力強(qiáng),現(xiàn)在已經(jīng)進(jìn)入理性購(gòu)買的階段,對(duì)旅游紀(jì)念品的要求越來(lái)越高。購(gòu)買目的主要用于送禮,要求有濃郁的越南文化、包裝精美、檔次高。購(gòu)買過(guò)程中要求舒服而簡(jiǎn)便,搜索信息基本靠網(wǎng)絡(luò),購(gòu)買地點(diǎn)也要求是有名氣、安全性高的專賣店和大商場(chǎng)。 第三,越南旅游紀(jì)念品供給的質(zhì)量、服務(wù)、文化與中國(guó)游客的需求不相適應(yīng)。越南旅游紀(jì)念品存在著設(shè)計(jì)缺乏創(chuàng)新、工藝制作不夠精美、包裝、銷售服務(wù)欠佳、市場(chǎng)管理缺失、旅游紀(jì)念品信息服務(wù)和政府引導(dǎo)服務(wù)、保護(hù)不足等眾多問題,難以滿足中國(guó)游客的需求,使購(gòu)買欲望下降,購(gòu)買力大大降低。 第四,運(yùn)用供求理論,本文提出了越南旅游紀(jì)念品的發(fā)展應(yīng)遵循的策略,包括深入挖掘越南文化內(nèi)涵、突出熱帶風(fēng)格等特色化策略；采取以需求為中心的定價(jià)策略,以4C為導(dǎo)向,加強(qiáng)購(gòu)物環(huán)境的建設(shè)、重視網(wǎng)絡(luò)、廣告等宣傳方式,提高導(dǎo)游、售貨員的素質(zhì)等營(yíng)銷優(yōu)化策略；加強(qiáng)和樹立品牌意識(shí)、重視品牌宣傳等品牌打造策略。
[Abstract]:Vietnam's tourism industry has become an important industry in Vietnam's economic development, and tourist souvenirs play an important role in promoting the development of Vietnam's tourism industry. The development of tourist souvenirs is conducive to increase the income of tourists and improve the economic benefits of tourism. At present, Vietnam tourism souvenir market has also made great progress, but compared with foreign countries, Vietnam tourism souvenir market has many problems, such as the homogeneity of tourist souvenirs, the low pertinence of souvenir production and marketing. Souvenirs lack features and brands. China is Vietnam's important neighbor, and Vietnam's most important source of tourists. Chinese tourists are increasing their demand for Vietnam's tourist souvenirs, hoping to buy tourist souvenirs with unique culture, high quality and innovation, as well as comfortable and safe places to buy them. The imbalance between the demand of Chinese tourists and the supply of tourist souvenirs in Vietnam further strengthens the importance and necessity of this study. This paper investigates the demand of Chinese tourists for Vietnam tourist souvenirs by means of questionnaire, and investigates the supply problems of Vietnamese tourist souvenirs, such as quality, marketing and legal guarantee. Based on the analysis of supply and demand, this paper finds that there is a mismatch between the supply of tourist souvenirs in Vietnam and the demand of Chinese tourists. According to the 4 C marketing theory, this paper puts forward the development strategy of Vietnam tourist souvenirs. The final conclusions of this paper mainly include the following: first, Vietnam tourist souvenirs can reflect the characteristics of Vietnam, make use of Vietnam's unique raw materials, full of commemorative significance and unique Vietnamese cultural color. Vietnam has a long history, rich resources and profound cultural heritage, but the tourism development started relatively late. From the development stage, tourist souvenirs are still in the transitional stage of the period of introduction and growth. Therefore, the Vietnam tourist souvenir market basically has the performance of the period of introduction: resource-oriented, low price, the main theme of the design of different forms of handicrafts, rough packaging, tourism souvenirs of the national culture, Brand value has not been taken seriously. Second, Chinese tourists have strong purchasing power and have entered the stage of rational purchase. The purpose of purchase is mainly used for gift giving, with strong Vietnamese culture, exquisite packaging and high grade. The purchase process requires comfort and simplicity, search information basically depends on the network, the purchase location is also required to be famous, high security stores and shopping malls. Thirdly, the quality, service and culture of Vietnam tourist souvenirs are not suitable for the demand of Chinese tourists. Vietnam's tourist souvenirs have many problems, such as lack of innovation in design, inadequate craftsmanship, packaging, poor sales services, lack of market management, information services for tourist souvenirs and government-guided services, inadequate protection, and so on. Difficult to meet the demand of Chinese tourists, so that the desire to buy, purchasing power greatly reduced. Fourthly, using the theory of supply and demand, this paper puts forward the strategies that should be followed in the development of tourist souvenirs in Vietnam, including digging into the connotation of Vietnamese culture, highlighting the tropical style and other special strategies, and adopting the demand-centered pricing strategy. Take 4C as the guide, strengthen the construction of the shopping environment, attach importance to the network, advertising and other propaganda methods, improve the quality of tour guides, salespeople and other marketing optimization strategies, strengthen and establish brand awareness, attach importance to brand publicity and other brand building strategies.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F593.33

【參考文獻(xiàn)】

相關(guān)期刊論文 前9條

1 周海燕;;基于4C理論的旅游紀(jì)念品開發(fā)研究[J];安徽農(nóng)業(yè)大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2010年03期

2 袁國(guó)宏;論發(fā)展我國(guó)旅游紀(jì)念品的重要意義[J];商業(yè)研究;2003年10期

3 朱應(yīng)皋,萬(wàn)緒才;旅游紀(jì)念品發(fā)展對(duì)策探析[J];現(xiàn)代經(jīng)濟(jì)探討;2002年05期

4 閆瑋;;洛陽(yáng)旅游紀(jì)念品開發(fā)存在的問題及原因探析[J];民營(yíng)科技;2009年01期

5 葉萃萃;;關(guān)于武夷山旅游紀(jì)念品的設(shè)計(jì)開發(fā)研究[J];武夷學(xué)院學(xué)報(bào);2010年04期

6 李理;;沈陽(yáng)滿族旅游紀(jì)念品開發(fā)對(duì)策研究[J];商場(chǎng)現(xiàn)代化;2007年02期

7 楊文利;關(guān)楠;張鋼民;;河北省旅游紀(jì)念品的市場(chǎng)調(diào)查分析[J];商場(chǎng)現(xiàn)代化;2007年24期

8 文平;;西安旅游紀(jì)念品的深度開發(fā)研究[J];商場(chǎng)現(xiàn)代化;2009年06期

9 李梅;;旅游者購(gòu)物需求現(xiàn)狀的調(diào)查分析——以桂林旅游市場(chǎng)為例[J];中國(guó)商貿(mào);2011年29期

，

本文編號(hào)：2189943