Study On The Marketing Tactics Of A Tourism Souvenir Company

Since China entered the new century,with the improvement of economic conditions,people's leisure style and consumption concept have changed obviously.Tourism industry has become an important engine to promote national economic growth and employment,and it is driving regional and even national economic growth.Can not be ignored power.This article tries to analyze the problems in the marketing field of A company's tourism memorial from the perspective of A Tourism Souvenir Company's marketing tactics,using the relevant theory of marketing strategy and combining with marketing theory knowledge,including the analysis of the internal and external environment of the company.In order to improve the market competitiveness of enterprise products,a new marketing strategy for tourism memorial is developed.It goes without saying that this study has a certain theoretical and practical significance both in theory and in application.This paper mainly uses literature review,questionnaire,case analysis and matrix analysis in the research process.Taking A Company as an example,the macro environment is analyzed from the dimensions of political environment,economic environment,social cultural environment,natural resources environment,etc..At the same time,when analyzing the internal environment of the tourism industry,it mainly analyzes the consumer's purchase degree,consumption process,and consumption behavior of tourism products.Through the research,the results show that:(1)Tourism souvenirs should be aimed at meeting consumer shopping needs,continuously innovate,and maximize the shopping needs of tourists,and increase the sales of tourist souvenirs;(2)The development and design of tourist souvenirs must take into account tourists 'preferences and purchase motives,and carry out souvenir design in a targeted manner;While paying attention to product quality and innovation,tourists pay more attention to the cultural attributes and their own characteristics.Finally,through the use of STP analysis,the company formulated a new marketing strategy,including subdivision product strategy,price strategy,brand strategy,etc.,and put forward corresponding safeguards measures accordingly.For example,to establish a complete marketing organization,increase capital investment,speed up the information construction of enterprises,and then promote the systematic construction of corporate marketing activities.