摘 要随着“一带一路”战略的布局建设,厦门旅游业在“一带一路”的战略指导下有了很大的气色。但是厦门旅游业在市场营销方面仍有不足例如旅游规划不清晰、伴手礼产品缺乏创新性等,这些都会影响厦门市旅游市场伴手礼的发展。文章首先对厦门市旅游伴手礼营销现状进行分析,运用 PEST 分析法和波特五力模型分析法对厦门伴手礼公司苏小糖进行分析,分析了苏小糖伴手礼宏观环境和微观环境方面的优劣势,然后了解苏小糖公司目前在营销策略上存在的问题，提出相对应的解决方案来改善苏小糖的市场战略从而更满足伴手礼市场需求,实现厦门旅游可持续性发展。关键词：营销策略；发展战略；旅游伴手礼；苏小糖；营销策略分析AbstractAlong with the layout and construction of the "Belt and Road" strategy, Xiamen, as the fulcrum city of the "21st Century Maritime Silk Road" strategy, Xiamen tourism industry has taken the trend of the "Belt and Road" strategy to meet its development. However, in marketing, such as the lack o-f a clear target market and the lack of innovation i--n travel products, it is not conducive to the development of Xiamen travel market. This article first analyzes the present situation of Xiamen travel companion gift marketing, uses the SWOT analysis method to analyze the Xiamen companion gift company Su xiaotang, and analyzes the development prospect and clear market positioning of the market, and then proposes to improve the Clarify the target market, Xiamen travel companion gift products, broaden companion gift marketing channels and other marketing strategies to meet the demand of company gift market and achieve sustainable tourism development in Xiamen.Key words:Travel companions; Su xiaotang; analysis of marketing strategi目 录1 引言..............................................................61.1 研究背景....................................................61.2 研究意义....................................................61.2.1 理论意义.........
