关键词: 旅游工艺品, 品牌, 营销, 市场定位

Abstract: Taking Anhui province tourism handicraft development as the research objective, the significance of tourism products to the regional economic development and tourism development is put forward in order to promote the development of Anhui Tourist Arts and Crafts market. Firstly, the main problems existing at the present stage of development of Anhui Tourist Arts and crafts market are analyzed, including the not obvious tourism process characteristic, the homogenization of competition, not high quality level, the insufficient research of market demand, brand deletion. And then the occupation, age, nationality and the characteristics of consumer behavior of Anhui province tourists both at home and abroad are analyzed. Finally, on the basis of previous research, the tourist crafts market segmentation is put forward, cultural marketing is carried out, and brand building, the development of electronic commerce Countermeasures of development is focused upon.

Key words: tourist handicrafts, brand, marketing, positioning