文化旅游是一个产业，它所涉及的面很广，并且它的关联度很高、能够带动全世界 范围内的学习和模仿，综合来说，文化产业应该说是一种综合性产业，极具活力。据统 计，在“十一五”期间，我国的旅游产业总收入占全国总收入的百分之十五，旅游行业就 业人数达到了1300多万人，并且该行业的整体消费约占全社会总消费的百分之十。其中 文化旅游以庞大的发展规模、丰富的文化蕴涵以及博大的文化底蕴享有旅游行业的最高 荣誉，并成为文化产业的最具影响力的产品。作为一个国家AAAA级旅游景区，万峰林 景区不断发展、日益成熟。2013年，在州市领导的指引下，万峰林景区将迎来新一波开 发建设热潮，政府将斥巨资对景区进行“提档升级”，依靠当地文化底蕴和蕴含的丰富资 源，着力打造文化旅游产业。因此，研究如何构建文化旅游产品，如何运营文化旅游项 目，以及如何有效进行营销推广以达到效果，对于万峰林景区的发展具有非常重要的战 略意义。 本文以贵州万峰林景区的文化旅游项目作为研究对象，在总结目前文化旅游项目商 业计划研究成果，结合景区目前存在问题的基础上，对万峰林文化旅游项目进行改造设 计，并且根据新的文化旅游项目进行营销推广策划，以及制定相关投资融资和财务计划。 本文基于万峰林的特色，对文化旅游项目的产品、营销和财务进行了策划。产品方 面包括文化生态旅游、商业圈改造、民族文化活动等；运营设计包括主要的运作项目建 设、时间安排等，并确定了1年内完成改造计划的目标；营销推广包括定价、品牌推广 计划和渠道促销发展计划，确定了文化旅游项目的目标似乎长定位；最后财务计划主要 通过经济经济指标，获取项目的投资回收期、净现金流以及主要敏感因素。通过上述规 划，力求保证项目的顺利实施，并为我国其他类似景区开发文化旅游项目提供理论依据 和实践经验借鉴。 关键词，万峰林景区；产品设计；运营规划；营销推广；财务计划II Abstract Cultural tourism industry is a special kind of comprehensive industry, because of its high correlation, involving a wide range of radiation, becomes the most dynamic emerging industry of economic and social development in the new century's. Eleventh Five-Year period, China's total tourism revenue has a 15% annual growth, the number of tourism direct employment is 1350, the contribution of tourism spending on social spending excess 10%. While cultural tourism products with its rich culture, considerable scale and deep cultural heritage champion, becomes the most competitive niche products. As a national AAAA grade scenic, Wanfenglin scenic grows increasingly. 2013, under the guidance of city leadership Wanfenglin area will usher in a new wave of development and construction boom, the government will be spending huge sums on the scenic the upgrading, relying on local resources and rich cultural heritage inherent in efforts to build cultural tourism industry. Therefore, the study of how to build cultural tourism products, how to run cultural tourism projects, and how to achieve the desired effect, for the development of the Wanfenglin scenic plays a very important strategic role. In this paper, focus Guizhou Wanfenglin scenic and cultural tourism projects as research subjects, summarizing the current cultural tourism project business plan research, combined with scenic current problems, on the basis of Wanfenglin cultural tourism project, design a new cultural tourism marketing project planning, and the development of related investments and financial planning. Based Wanfenglin characteristics, products for cultural tourism projects, marketing and finance were planned. Products, includes cultural and ecological tourism, business circles transformation, ethnic and cultural activities; operators design projects includes major operations, timing, etc., and to determine the completion of one year transformation plan objectives; marketing plan includes pricing, branding programs and channels promotional development plans; Finally, the financial plan, mainly through economic indicators, gets the payback period of the project, net cash flow and key sensitive factors. Through the above plan, strive to ensure the smooth implementation of the project and provide a theoretical basis and practical experience of other similar reference for the development of scenic spots and cultural tourism projects. Keywords: Wanfenglin area; product design; operations planning; marketing; financial planIII 目 录 摘要.........................................................................................................................................I ABSTRACT ...............................................................................................................................II 第一章 绪论..............................................................................................................................1 1.1 研究背景与意义.............................................................................................................. 1 1.2 文献综述.......................................................................................................................... 2 1.3 研究内容与研究思路...................................................................................................... 7 1.3.1 研究方法与技术....................................................................................................... 7 1.3.2 研究内容................................................................................................................... 7 1.3.3 研究思路................................................................................................................... 8 第二章 万峰林景区概况及项目 SWOT 分析 ........................................................................9 2.1 公司及景区介绍.............................................................................................................. 9 2.2 文化旅游项目宏观环境分析.......................................................................................... 9 2.3 文化旅游项目产业环境分析........................................................................................ 11 2.4 文化旅游项目竞争力分析............................................................................................ 12 2.5 万峰林公司组织架构.................................................................................................... 15 2.6 景区运营存在问题........................................................................................................ 16 2.7 文化旅游项目 SWOT 分析 .......................................................................................... 17 2.8 本章小结........................................................................................................................ 22 第三章 万峰林文化旅游产品设计及运营计划....................................................................23 3.1 文化旅游项目产品设计................................................................................................ 23 3.2 文化旅游项目运营设计................................................................................................ 25 3.2.1 园区主要景色运营设计......................................................................................... 25 3.2.2 景区演出项目......................................................................................................... 28 3.2.3 商业特色街............................................................................................................. 33 3.3 文化旅游项目建设计划................................................................................................ 35 3.4 本章小结........................................................................................................................ 36 第四章 万峰林文化旅游项目营销策略与销售计划............................................................37 4.1 项目开发与营销推广原则与目标................................................................................ 37IV 4.2 项目 STP 营销策略....................................................................................................... 39 4.3 项目定价........................................................................................................................ 40 4.4 项目渠道策略................................................................................................................ 41 4.5 项目推广与促销策略.................................................................................................... 42 4.5.1 线下推广策略......................................................................................................... 42 4.5.2 线上推广策略......................................................................................................... 43 4.6 项目体验营销策略........................................................................................................ 44 4.7 销售计划........................................................................................................................ 46 4.8 本章小结........................................................................................................................ 47 第五章 万峰林文化旅游项目财务计划................................................................................48 5.1 项目初始投入与融资计划............................................................................................ 48 5.2 项目新增利润及现金流................................................................................................ 49 5.3 项目投资回收期与净现值............................................................................................ 51 5.4 项目风险分析与管理手段............................................................................................ 53 5.4.1 项目风险分析......................................................................................................... 53 5.4.2 风险管理手段......................................................................................................... 54 5.5 本章小结........................................................................................................................ 54 结论..........................................................................................................................................55