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

摘要： 以安徽省旅游工艺品发展为研究目的，提出了旅游工艺品发展对区域经济和旅游事业发展的重要意义。为了推动安徽省旅游工艺品市场的开发，分析现阶段安徽省旅游工艺品市场发展存在的主要问题，包括旅游工艺的特色不明显、同质化竞争、质量层次不高、文化缺失、品牌建设缺失等；以职业、年龄、国别等视角分析安徽省国内外游客的消费行为特点；并提出做好旅游工艺品市场细分、开展文化营销、注重品牌建设、发展电子商务等发展对策。

关键词: 旅游工艺品, 品牌, 营销, 市场定位