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Marketing Strategy Research on the Tourism Souvenirs of Dalian Laohutan Pole Aquarium

Author: LeiHui
Tutor: WangErDa
School: Dalian University of Technology
Course: Business Administration
Keywords: Laohutan Pole Aquarium Tourism souvenir Marketing Strategy
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 34
Quote: 0
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Abstract


Since the reform and opening, the domestic tourism industry gets rapid development. In the period of the eleven Five years, the tourism revenue grew by an average of15%annually. In the process, the research, production and sales of the tourism souvenirs has played an important role on the development of the tourism industry. But overall, China’s tourism souvenirs marketing grows slowly, which take the20%proportion of the nationwide tourism industry general revenue. It has a very big development space in tourism souvenirs industry marketing.Dalian LHT Pole Aquarium has been opened since2002, who had been awarded for the good reputation. Company researches and designs the image of plush toy and marine animal, it had received the "Dalian Tourism arts and souvenir" golden medal in "2005the second China Dalian East Asia International Tourism Expo" and the "Polar aquarium marine animal series" tourism souvenirs have been rewarded as the silver medal of the "2009China International Commodity fair". But in the recent years, LHT tourism souvenirs revenue falls continuously. It contrasts to the good trend of tourism development in Dalian.In order to find out the bottleneck of LHT tourism souvenirs market development, to expand the market sales, the thesis researched on basic theory of marketing strategy, using the methods of literature review, market investigation, porter five models, factors evaluation matrix and SWOT analysis method to analyzed the present situation and the existing main problems of LHT tourism souvenirs market. On this basis, it made the intensive growth strategy of rand driving tourism souvenirs and marketing exploiting. In order to guarantee the strategy implementation, the thesis designed multiple combination marketing strategy and related supporting measures on tourism souvenirs.

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