针对衡水旅游商品包装品牌市场较为混乱,缺少有效的整合和深入开发,不利于旅游产业的健康发展。本文针对这一情况,通过实地调研及结合当地旅游产品特色,对衡水特色旅游商品包装的品牌定位进行了研究,根据衡水特色旅游商品实际情况,探索如何使当地旅游产品创造出应有的品牌效应,对于促进旅游商品的消费有着一定的借鉴意义。 For the Hengshui tourism product packaging brand market is more chaotic, the lack of effective integration and in-depth development, is not conducive to the healthy development of the tourism industry. In view of this situation, through the field research and the combination of the characteristics of local tourism products, this paper studies the brand positioning of Hengshui featured tourism product packaging. Based on the actual conditions of Hengshui tourism products, it explores how to make the local tourism products create the proper brand effect , For promoting the consumption of tourism goods has a certain reference value.