博物馆旅游商品营销策略研究——以张裕酒文化博物馆为例  

Researches on the Marketing Strategy of Museum Tourism Commodities——A Case Study of Changyu Wine Culture Museum

作　　者：李晶 纪卫宁[1] 

机构地区：[1]青岛农业大学外国语学院,山东青岛266109

出　　处：《青岛农业大学学报（社会科学版）》2017年第3期54-58,共5页Journal of Qingdao Agricultural University(Social Science)

基　　金：青岛农业大学研究生创新计划资助项目(QYC201626);山东省研究生教育创新计划项目(SDYC15051);山东省社科规划项目外语专项(15CWZJ33)

摘　　要：张裕酒文化博物馆作为山东重要的旅游商品营销博物馆,在其十余年的成长历程中发展态势良好,但在旅游商品营销方面仍存在产品开发不完善、定价不合理、经营渠道单一、宣传促销力度不够等问题。本文基于张裕酒文化博物馆旅游商品的营销现状,从产品策略、定价策略、分销策略和促销策略四个方面对博物馆旅游商品营销进行分析。研究发现博物馆需要以特色的旅游商品为基础,配合合理化营销策略,扩大影响力,得到更多旅游者的青睐,实现长久的发展。Changyu Wine Cluture Museum,as an important tourism commodity marketing museum in Shandong,has developed well in the last years.But there still are such problems in the tourism commodity marketing as the imperfect product development,the unreasonable prices,the onefold management channel,the insufficient advertisement and sales promotion,and so on.According to the current situation of the tourism commodity marketing of Changyu Wine Culture Museum,this paper analyzes the tourism commodity marketing of the museum from four aspects of product strategy,pricing strategy,distribution strategy and promotion strategy.The researches show that the museum need to expand its influence,based on the featured tourism commodities,combining with the reasonable marketing strategy,in order to be appreciated by the tourists and realize the long-term development.

关 键 词：张裕酒文化博物馆 旅游商品 营销策略 

分 类 号：F592.7[经济管理—旅游管理]