本文選題：萬峰林景區(qū)　切入點(diǎn)：產(chǎn)品設(shè)計(jì)　出處：《華南理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：文化旅游是一個(gè)產(chǎn)業(yè)，它所涉及的面很廣，并且它的關(guān)聯(lián)度很高、能夠帶動(dòng)全世界范圍內(nèi)的學(xué)習(xí)和模仿，綜合來說，文化產(chǎn)業(yè)應(yīng)該說是一種綜合性產(chǎn)業(yè)，極具活力。據(jù)統(tǒng)計(jì)，在“十一五”期間，我國(guó)的旅游產(chǎn)業(yè)總收入占全國(guó)總收入的百分之十五，旅游行業(yè)就業(yè)人數(shù)達(dá)到了1300多萬人，并且該行業(yè)的整體消費(fèi)約占全社會(huì)總消費(fèi)的百分之十。其中文化旅游以龐大的發(fā)展規(guī)模、豐富的文化蘊(yùn)涵以及博大的文化底蘊(yùn)享有旅游行業(yè)的最高榮譽(yù)，并成為文化產(chǎn)業(yè)的最具影響力的產(chǎn)品。作為一個(gè)國(guó)家AAAA級(jí)旅游景區(qū)，萬峰林景區(qū)不斷發(fā)展、日益成熟。2013年，在州市領(lǐng)導(dǎo)的指引下，萬峰林景區(qū)將迎來新一波開發(fā)建設(shè)熱潮，政府將斥巨資對(duì)景區(qū)進(jìn)行“提檔升級(jí)”，依靠當(dāng)?shù)匚幕滋N(yùn)和蘊(yùn)含的豐富資源，著力打造文化旅游產(chǎn)業(yè)。因此，研究如何構(gòu)建文化旅游產(chǎn)品，如何運(yùn)營(yíng)文化旅游項(xiàng)目，，以及如何有效進(jìn)行營(yíng)銷推廣以達(dá)到效果，對(duì)于萬峰林景區(qū)的發(fā)展具有非常重要的戰(zhàn)略意義。 本文以貴州萬峰林景區(qū)的文化旅游項(xiàng)目作為研究對(duì)象，在總結(jié)目前文化旅游項(xiàng)目商業(yè)計(jì)劃研究成果，結(jié)合景區(qū)目前存在問題的基礎(chǔ)上，對(duì)萬峰林文化旅游項(xiàng)目進(jìn)行改造設(shè)計(jì)，并且根據(jù)新的文化旅游項(xiàng)目進(jìn)行營(yíng)銷推廣策劃，以及制定相關(guān)投資融資和財(cái)務(wù)計(jì)劃。 本文基于萬峰林的特色，對(duì)文化旅游項(xiàng)目的產(chǎn)品、營(yíng)銷和財(cái)務(wù)進(jìn)行了策劃。產(chǎn)品方面包括文化生態(tài)旅游、商業(yè)圈改造、民族文化活動(dòng)等；運(yùn)營(yíng)設(shè)計(jì)包括主要的運(yùn)作項(xiàng)目建設(shè)、時(shí)間安排等，并確定了1年內(nèi)完成改造計(jì)劃的目標(biāo)；營(yíng)銷推廣包括定價(jià)、品牌推廣計(jì)劃和渠道促銷發(fā)展計(jì)劃，確定了文化旅游項(xiàng)目的目標(biāo)似乎長(zhǎng)定位；最后財(cái)務(wù)計(jì)劃主要通過經(jīng)濟(jì)經(jīng)濟(jì)指標(biāo)，獲取項(xiàng)目的投資回收期、凈現(xiàn)金流以及主要敏感因素。通過上述規(guī)劃，力求保證項(xiàng)目的順利實(shí)施，并為我國(guó)其他類似景區(qū)開發(fā)文化旅游項(xiàng)目提供理論依據(jù)和實(shí)踐經(jīng)驗(yàn)借鑒。
[Abstract]:Cultural tourism is an industry, it involves a wide range of areas, and it has a high degree of relevance, which can lead to learning and imitation throughout the world. In summary, the cultural industry should be said to be a comprehensive industry with great vitality. According to statistics, During the 11th Five-Year Plan period, the total income of China's tourism industry accounted for 15% of the country's total income, and the number of people employed in the tourism industry reached more than 13 million people. And the overall consumption of this industry accounts for about 10% of the total consumption of the whole society. Among them, cultural tourism enjoys the highest honor in the tourism industry with its huge scale of development, rich cultural implication and extensive cultural background. It has become the most influential product of the cultural industry. As a national AAAA class tourist attraction, the Wanfeng Forest Scenic area has been developing and maturing day by day. In 2013, under the guidance of the municipal leaders, Wanfeng Forest Scenic spot will usher in a new wave of development and construction upsurge. The government will spend a lot of money to upgrade the scenic spots, rely on the local cultural heritage and rich resources, focus on creating cultural tourism industry. Therefore, research on how to build cultural tourism products, how to operate cultural tourism projects, And how to carry on the marketing promotion to achieve the effect effectively, has the very important strategic significance for the development of Wanfeng Forest Scenic spot. This paper takes the cultural tourism project of Wanfeng Forest Scenic spot in Guizhou as the research object, summarizes the current research results of the cultural tourism project business plan, and combines the existing problems of the scenic spot, carries on the transformation design to the Wanfenglin cultural tourism project. And according to the new cultural tourism projects marketing planning, as well as related investment financing and financial planning. Based on the characteristics of Wan Fenglin, this paper plans the products, marketing and finance of cultural tourism projects. The products include cultural ecotourism, business circle transformation, national cultural activities, etc. The marketing promotion includes pricing, brand promotion plan and channel promotion development plan, and the goal of cultural tourism project seems to be long-term orientation. The final financial plan obtains the investment payback period, net cash flow and main sensitive factors of the project mainly through economic indicators. Through the above plan, we strive to ensure the smooth implementation of the project. It also provides theoretical basis and practical experience for the development of cultural tourism projects in other similar scenic spots in China.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：G124;F592.7

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