龙湾地区作为北京市确定的东部浅山区发展带的重要节点，具有浅山区面积大、林木覆盖率 高、水源充沛、文化及旅游资源丰富等特点。立足龙湾地区发展实际，该地区紧抓建设浅山联络 线机遇，全力推进浅山旅游核心区建设，着力打造浅山旅游核心区。龙湾地区旅游业发展度不高， 百姓参与度差，制约着龙湾地区经济发展。通过转变发展模式，引进先进的市场管理模式，差异 化旅游产品，重组人文和景色的独立模块，整合成综合性的、体验式的、有景色相辅助的高水准 的服务项目。通过对龙湾地区的情况分析，结合相关理论，对该地区的旅游项目进行了短期与长 期规划，以使该地区摆脱旅游产业不温不火的境况。对近期规划的实施已使龙湾地区发生了巨大 的变化，实现了巨大经济价值，2012 年当年增加属地收入 2000 余万，增加就业岗位 800 人。并 且，旅游经济的增长还拉动了社会效益、环境效益的增长，包括基础设施、村容村貌、交通等方 面都得到了整体的提升。本文也想通过对龙湾地区旅游的战略规划的成功范例的介绍和分析，使 该地区的旅游战略规划模式能推演到更加广阔的天地。 关键词，机遇 旅游核心区 规划 1首都经济贸易大学硕士学位报告 龙湾旅游市场策划方案 Abstract As an important point of The Twelfth Five-Year Plan of beijing, longwan district has large Mountainous area, Thousands of forest trees,abundant culture resource.Due to the require of development and Favorable policies,longwan district seize the chance to build the core tourist area of shunyi district.But there are lots obstacle in the way,such as poor economy,low enthusiasm.so the district decide to change the model of development, introduce advanced mamagement,differentiate tourist product,and integrate resource.through analysis of longwan district,combining with the theary,this article design short- term plan and long-term plan to change the situation.it is delightful that the plan make a success.it makes big change in the district and achieve enormous success. Because the plan help the district rise Local revenue 20million yuan and increase 800 jobs.besides it promote the infrastructure,traffic and local people’s life. In the end,We hope This article can help more enterprise and district. Key words: Opportunity Core tourist area Plan 2首都经济贸易大学硕士学位报告 龙湾旅游市场策划方案 目录 摘要..................................................................................................................................................... I Abstract............................................................................................................................................ II 背景介绍............................................................................................................................................ 1 1 发展条件分析.............................................................................................................................. 2 1.1 基础条件分析...................................................................................................................... 2 1.1.1 自然条件分析.............................................................................................................. 2 1.1.2 人文条件分析.............................................................................................................. 3 1.1.3 交通条件分析.............................................................................................................. 4 1.2 旅游资源及环境分析.......................................................................................................... 4 1.2.1 森林资源...................................................................................................................... 4 1.2.2 生态基础...................................................................................................................... 4 1.2.3 人文资源...................................................................................................................... 5 1.3 SWOT 分析............................................................................................................................. 5 1.3.1 优势，.......................................................................................................................... 5 1.3.2 劣势，.......................................................................................................................... 6 1.3.3 机遇，............................................................................................................................ 7 1.3.4 挑战，............................................................................................................................ 8 1.4 竞争对手分析...................................................................................................................... 9 2 发展思路.................................................................................................................................... 10 2.1 指导思想............................................................................................................................ 10 2.2 整体思路............................................................................................................................ 11 2.2.1 以市场为导向，细化市场定位 ................................................................................ 11 2.2.2 发挥自身优势，突出重点项目 ................................................................................ 11 2.2.3 区域间形成整体发展................................................................................................ 11 2.2.4 合理整合优质资源.................................................................................................... 11 3 旅游发展策划............................................................................................................................ 13 3.1 发展定位............................................................................................................................ 13 3.2 主题定位............................................................................................................................ 13 3.2.1 红色小镇.................................................................................................................... 13 3.2.2 乐活龙湾.................................................................................................................... 15 3..3 市场定位............................................................................................................................ 18 3首都经济贸易大学硕士学位报告 龙湾旅游市场策划方案 3. 4 旅游产品............................................................................................................................ 18 4 空间布局规划............................................................................................................................ 20 4.1 现状建设用地布局............................................................................................................ 20 4.2 旅游用地空间规划，........................................................................................................ 22 5 旅游项目策划............................................................................................................................ 23 5.1 红色龙湾------军事休闲体验区.................................................................................... 23 5.1.1 模块一，龙湾镇区....................................................................................................... 23 5.1.2 模块二，唐洞导弹基地............................................................................................ 26 5.2 静谧龙湾............................................................................................................................ 28 5.2.1 老年公寓.................................................................................................................... 30 5.2.2 酒店及高尔夫球场.................................................................................................... 30 5.2.3 高端医疗.................................................................................................................... 31 5.3 运动龙湾............................................................................................................................ 31 5.4 乐活龙湾............................................................................................................................ 32 5.4.1 子项目一，安利隆山庄的扩建 ................................................................................ 33 5.4.2 子项目二，樱桃幽谷................................................................................................ 36 5.4.3 子项目三，欧菲宝酒庄............................................................................................ 37 5.4.4 其他.......................................................................................................................... 38 6 近期建设与效果........................................................................................................................ 39 6.1 近期建设............................................................................................................................ 39 6.1.1 M 村红色军事文化主题村......................................................................................... 39 6.1.2 安利隆山庄的扩建 .................................................................................................. 40 6.1.3 樱桃幽谷的扩建...................................................................................................... 44 6.1.4 沿山基础设施建设 .................................................................................................. 46 6.2 下一阶段工作重点.............................................................................................................. 50 6.2.1 注重宣传.................................................................................................................. 50 6.2.2 旅游标识系统配套 .................................................................................................. 50 6.2.3 导弹基地的设施投入................................................................................................ 51 6.3 待解问题.............................................................................................................................. 51 6.3.1 共赢............................................................................................................................ 51 6.3.2 旅游相关的配套服务 ............................................................................................... 51 6.3.3 资金.......................................................................................................................... 52 4首都经济贸易大学硕士学位报告 龙湾旅游市场策划方案 后记..................................................................................................................................................53