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AbstractAlongwiththelayoutandconstructionofthe"BeltandRoad"strategy,Xiamen,asthefulcrumcityofthe"21stCenturyMaritimeSilkRoad"strategy,Xiamentourismindustryhastakenthetrendofthe"BeltandRoad"strategytomeetitsdevelopment.However,inmarketing,suchasthelacko-facleartargetmarketandthelackofinnovationi--ntravelproducts,itisnotconducivetothedevelopmentofXiamentravelmarket.ThisarticlefirstanalyzesthepresentsituationofXiamentravelcompaniongiftmarketing,usestheSWOTanalysismethodtoanalyzetheXiamencompaniongiftcompanySuxiaotang,andanalyzesthedevelopmentprospectandclearmarketpositioningofthemarket,andthenproposestoimprovetheClarifythetargetmarket,Xiamentravelcompaniongiftproducts,broadencompaniongiftmarketingchannelsandothermarketingstrategiestomeetthedemandofcompanygiftmarketandachievesustainabletourismdevelopmentinXiamen.Keywords:Travelcompanions;Suxiaotang;analysisofmarketingstrategi目录1引言..............................................................61.1研究背景....................................................61.2研究意义.....................................................61.2.1理论意义...............................................61.2.2现实意义...............................................71.3国内研究现状.................................................71.3.1国内研究现状...........................................71.4研究内容和方法...............................................81.4.1研究思路...............................................81.4.2研究方法...............................................92苏小糖市场环境分析..............................................102.1宏观环境分析................................................102.1.1政治法律环境..........................................102.1.2经济环境..............................................112.1.3科学技术环境..........................................112.1.4社会文化环境..........................................122.2微观环境分析...............................................122.2.1.苏小糖公司主导产品货源削弱供应商的议价能力............122.2.2.个人消费者众多降低购买者的议价能力....................132.2.3.追随竞争者的数量增多导致苏小糖市场需求被分散..........132.2.4电商牛轧糖行业的崛起给苏小糖实体店造成利益冲击........142.2.5.同行业伴手礼公司对苏小糖公司造成的较大威胁............143苏小糖公司营销策略..............................................153.1产品策略....................................................153.1.1产品的品牌建设和管理方面..............................153.1.2产品的种类口味较多....................................153.1.3服务质量优良..........................................153.2价格策略....................................................153.3渠道策略....................................................163.3.1直营门店零售........................................
