作为旅游景区后起之秀的衡水湖,在保护的基础上不断被开发利用,吸引着越来越多的游客。但是独具特色的旅游纪念品却不多,这与游客需求的多样性不相适应。本文主要探讨衡水湖景区旅游纪念品市场目前存在问题和相应的对策。 As a rising star of tourist attractions Hengshui Lake, on the basis of protection continue to be developed and utilized, attracting more and more tourists. However, there are not many unique tourist souvenirs, which are incompatible with the diversity of tourists’ needs. This article mainly discusses the existing problems and corresponding countermeasures in Hengshui Lake Tourist Souvenir Market.