摘要：近年来，随着旅游业的迅速发展，如何开发有特色的旅游纪念品成为未来旅游业一个重要的发展方向。本文通过对淮安西游文化旅游纪念品开发的研究，希望为纪念品生产企业和销售企业提供参考意见。文章首先是绪论和现状分析部分。绪论主要阐述本文的研究背景、研究目的及意义。现状分析研究了全国及淮安的旅游纪念品开发现状，发现淮安旅游纪念品存在雷同率高、无特色、无品牌等问题。其次为淮安开发西游文化旅游纪念品的原因。淮安西游文化资源丰富、不同游客对纪念品的需求不同、互联网带来的机遇都促使淮安以西游文化为自己的品牌开发旅游纪念品。最后是具体的纪念品的开发及营销策略。将西游文化与淮安的特产、传统手工艺相结合，针对不同群体设计出更多样的旅游纪念品。在销售时要注重西游纪念品的特色地位，注意价格的制定，努力拓宽销售渠道。92381

毕业论文关键词：淮安西游文化，旅游纪念品，开发策略

Abstract：In recent years, with the rapid development of tourism,How to develop distinctive tourist souvenirs has become an important development direction of tourism industry in the future。In this paper, through the research on the development of west travel cultural tourism souvenirs in Huaian, we hope to provide reference for the souvenir production enterprises and sales enterprises。The first part is the introduction and Status analysis。The introduction mainly expounds the research background, purpose and significance of the research。Status analysis researches the national and huaian souvenirs development present situation, found that high rate of huaian souvenirs，no features, no brand, etc。The Second is the reasons for the development of west travel cultural tourism souvenirs in Huaian。Huaian has rich west travel culture resources，different tourists demand different souvenirs，Internet brings opportunities，these have prompted Huaian to based on the west travel culture to develop their own brand of tourist souvenirs。Finally,it is the development and marketing strategy of souvenirs。Combining the west travel culture and Huaian special products，traditional crafts,For different groups to design a variety of tourist souvenirs。In sales, we should pay attention to the characteristics of the status of the west travel souvenirs, pay attention to the formulation of the price, and strive to broaden the sales channels。源F于K优B尔C论V文N网WwW.youeRw.com 原文+QQ752^018766

Keywords:Huaian west travel culture,tourism souvenirs,development strategy

目 录

1  绪论 3

1。1  研究背景 3

1。2  研究目的及意义 3

2  旅游纪念品开发现状 3

2。1  全国旅游纪念品开发现状 3

2。2  淮安旅游纪念品开发现状 4

3  淮安开发西游文化旅游纪念品的原因 6

3。1  淮安西游文化旅游资源丰富 6

3。2  游客需求的差异性 7

3。3  互联网为西游文化旅游纪念品开发带来机遇 8

4  淮安西游文化旅游纪念品的开发设计策略 8

4。1  西游文化与淮安特产的融合 8

4。2  西游文化与传统手工艺的结合 9

4。3  针对不同群体设计不同产品