摘要
杭州作为著名的旅游城市,其旅游纪念品市场却差强人意。浙江都市快报控股有限公司运用五力模型和SWOT分析法对市场环境进行分析,以文化创意为推手择机进入市场,试图建立差异化竞争优势。文章在分析了公司营销方面的不足和问题后,利用4P营销和现代化设计理论,提出了创意、设计、生产、渠道、价格、促销等方面的优化策略。
Hangzhou is a famous tourist city, however, it’s souvenir market is barely satisfactory.Zhejiang dushikuaibao holdings co.ltd uses the five-forces model and SWOT analysis to analyze the marketing environment, and also, uses cultural creativity as the driving forces, trying to build differentiation competitive advantage. After analyzing the disadvantages of the marketing, this paper uses 4 P marketing and modern design theory to propose optimizing strategy in creativity, design, produce,channel,price and promotion.
作者
陈军雄
Chen Junxiong(Zhejiang Dushikuaibao Holding co.,Ltd,Hangzhou 310041,China)
关键词
旅游纪念品
文化创意
创新设计
营销策略
souvenir
cultrual creativity
innovative design
marketing strategy
