The tourist attractions, hotels, travel agents and other tourism -related industries in Taizhou have greatly developed for many years.However, the development of the souvenirs grows quiet slowly and the benefit created by them has a small part in the market shares.Therefore, analyzing the current situation of the development of the souvenirs in Taizhou , this paper finds out the main problems which are the lack of development consciousness , unclear regional characteristic , the lack of creation, backward marketing conception and the poor management for market .Based on the analysis, it suggests that the development of tourist souvenir will gradually be promo -ted through the effective strategy, such as guidance, manifestation of character, marketing.%泰州旅游产业发展较好，但旅游纪念品市场的发展却非常缓慢，其创造的经济收入在旅游总产值中的份额相对过少。通过对泰州游纪念品发展现状进行分析，发现泰州旅游纪念品开发上存在开发意识薄弱，产品地域特色不鲜明，缺乏创意，营销观念滞后，市场管理不力等问题，提出需加强引导、彰显特色、强化营销等策略，以此推动泰州市旅游纪念品的发展。
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