Souvenir Marketing Research Under The New Media Background

As an important part of the tourism industry chain, tourism shopping has highconsumption elasticity. Therefore, it becomes the core competitiveness of pulling theregional tourism revenue growth, the key factor of enhancing the quality of servicesof tourism destination, the significant way to optimize the industrial structure, andthe pivotal part of constructing tourist complex. In the area of tourism developedcountries and regions, the tourism souvenir sales income accounts for more than30%of the total tourism revenue, and some even up to about50%. However theproporti-on of Chinese tourism shopping is behind the world lever, hovering ataround20%. The tourism shopping has been a week point in the development of thetourism industry.The tourism souvenir is the main part of tourism shopping, the essential factorof linking between tourist and tourism destination, the important carrier ofpropagating the destination. High-quality souvenir can be a gift, which plays animportant role in cities and countries communication. Although, some touristdestinations or scenic spots design a number of excellent souvenirs, these souvenirshaven’t obtain the economic and social benefits which is the new products shouldattain. This is mainly due to emphasizing on the scenic and destination marketing onthe process of tourism marketing, but ignoring the marketing of tourist souvenirs.As the development of computer networks and mobile phones, great changeshave been taken place in all the industries including tourism. The development ofnew media technology, so that marketing is no longer fail to show restraint.Marketing, is no longer a naked product sales, and as a more flexible andeuphemistic information dissemination. Tourism souvenir marketing imminentstransition in the new media environment. This paper focuses on the purpose of thenew media marketing and traditional marketing, souvenir new media marketingmode of operation and practical reference, so as to achieve the purpose of thatsouvenir marketing transformation.This paper is mainly divided into six parts. The introduction, this paper summarizes the research background and significance, analyzes the souvenir of newmedia marketing research, and introduces the research contents and methods.The second chapter introduces the tourism souvenir of new media marketingconcept and the characteristic, and proves that the souvenir new media marketingcontent and significance.The third chapter analyzes the souvenir of new media marketing and thesimilarities and differences between traditional marketing, separately from theconcept, marketing and other aspects of the mode of analysis, and proposed the newmedia marketing advantage and the principle.The fourth chapter is the souvenir of new media marketing mode of operationresearch, separately from the main object of marketing, marketing, marketingchannel terminal equipment, travel blog, tourism group purchase micro-blog, instantmessaging, social networks, SNS&BBS community networks.The fifth chapter is the empirical research of souvenir marketing with newmedia. The case is “Daqing tourism souvenir new media marketing”, from thesouvenir design to marketing strategies to operational ensurance, from a practicalpoint of introduction of souvenir new media marketing operation and design.The sixth chapter of this articles conclusion, summed up the tourism souvenirfrom the new media marketing, and the practical application of research, finally putsforward the research deficiency and prospects.