Study On SP Company Tourism Souvenir Marketing Strategy

With the holding of a series of major events and events such as the Olympic Regatta,the World Expo,the Shanghe Summit,and the annual Oktoberfest,Qingdao's tourism industry has risen rapidly,and the production and sales of tourist souvenirs have also developed considerably.SP company mainly relies on the tourism industry of Qingdao,specializing in the production of tourism cultural and creative souvenirs with Qingdao characteristics.At present,it has occupied more than 20% of Qingdao's total market share.However,the marketing strategy based on the traditional 4P theory has exposed many problems.In view of this article,the 4C theory is used to study the SP company's tourism souvenir marketing strategy.This research further enriches the theoretical system of tourism souvenir production and sales enterprise marketing in theory.In practice,the research results can directly provide reference for the formulation and optimization of SP company's tourism souvenir marketing strategy.The research of this paper is based on the understanding of the status quo ? the problem of discovery ? the main idea of the proposal.In the research,the background,significance and related literature of the research are reviewed firstly,and the current situation of SP souvenir marketing is expounded.After that,the environment of SP company's tourism souvenir marketing is objectively analyzed.Finally,SP company's tourism souvenir marketing combination strategy is proposed.The main content of the research is divided into six parts: the first part is the introduction,the second part is the concept definition and the theoretical basis,the third part is the SP company's tourism souvenir marketing status and problem analysis,and the fourth part is the SP company tourism souvenir marketing environment.Analysis,the fifth part is based on 4C SP company tourism souvenir marketing strategy design,the sixth part is the implementation guarantee measures of SP company tourism souvenir marketing strategy.The research pointed out that the problems and reasons of SP company's tourism souvenir marketing mainly lie in the lack of tourists-centered marketing concept,product homogeneity is serious,pricing power is weak,marketing channels need to be broadened,and lack of careful promotion planning.In view of this research,it is proposed to establish a good business reputation,a tourist database strategy,to meet the three-level needs of tourists for tourist souvenirs and other marketing strategies centered on the needs of tourists;proposed to reduce capital costs,reduce time costs,and reduce the transaction risk of tourists The marketing strategy centering on the cost of tourists;the marketing strategy of expanding the service channel and improving the service quality with the convenience of tourists;the creation of the contact point for creating social hotspots and interest points with tourists,combined with tourism festival activities Deepen the connection with tourists and adopt a marketing strategy centered on new media interaction.At the same time,in order to make the marketing strategy proposed in this study be implemented smoothly,three safeguard measures were further proposed.Among them,the marketing team construction protection puts emphasis on employee service convenience knowledge training,pays attention to the emotional care of marketing personnel;the system construction guarantee puts forward the perfect store manager responsible for customer demand information reporting system,perfects the tourism souvenir cost-effective management system,regulates sales The reward system for service convenience;information and technical support has proposed multiple ways to collect information on tourists' needs,strengthen the management of tourist demand information,and accelerate the informationization of SP companies.