文旅案例 | 品牌差異化塑造：從“定位”到“存在”的哲學轉變、尋找無法復制的“文化原力”

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在文旅產業從“增量擴張”轉向“存量深耕”的時代背景下，同質化已成為制約行業發展的核心痛點。千篇一律的仿古街區、標準化復制的度假村、概念雷同的田園綜合體，正陷入低水平競爭的泥潭。真正的差異化不再局限于表層特色，而應成為貫穿品牌基因、精神表達、空間體驗與運營系統的完整體系。

一、品牌搭建：從“定位”到“存在”的哲學轉變。傳統品牌定位理論在文旅領域日漸乏力，因為游客購買的不僅是一項服務，更是一段時空體驗與身份認同。文旅品牌的差異化構建需完成三重超越：從功能描述到意義構建：普通品牌告訴人們“我是誰”，而卓越的文旅品牌則回答“在這里，你可以成為誰”。它不再滿足于“高端度假村”“文化古鎮”這類功能性標簽，而是構建一個意義系統。如“青普文化行館”不標榜硬件奢華，而是構建“回到原初的文化感知”這一價值主張，將品牌升華為一場文化尋根之旅。從項目品牌到目的地品牌：差異化品牌必須具備將單一項目轉化為區域性目的地的能力。這意味著品牌需承擔區域文化代言、體驗標準定義、流量分配樞紐三重角色。例如，“阿那亞”早已超越樓盤名稱，成為涵蓋生活方式、文化藝術、社區精神的綜合性目的地品牌，其影響力輻射整個渤海灣文旅格局。從單向傳播到關系共建：文旅品牌的終極形態是一個“關系場域”，品牌與用戶共同書寫故事。這要求品牌保持適度的開放性與未完成狀態，如日本“星野集團”旗下不同酒店雖風格迥異，但都共享“與自然共生”的品牌哲學，并鼓勵住客參與生態保護，使品牌成為聯結人與自然的媒介。

In the context of the cultural tourism industry shifting from "expansion by adding more" to "deepening the existing resources", homogeneity has become the core pain point restricting the industry's development. Uniform ancient-style districts, standardized replicated resorts, and conceptually similar rural complex projects are trapped in a low-level competition quagmire. True differentiation is no longer limited to superficial features but should become a complete system that runs through the brand's genes, spiritual expression, spatial experience, and operation system.

1. Brand Building: A Philosophical Transformation from "Positioning" to "Existence". The traditional brand positioning theory has become increasingly ineffective in the cultural tourism field, as what tourists purchase is not just a service, but also a temporal and spatial experience and identity recognition. The differentiation construction of cultural tourism brands needs to achieve three levels of transcendence: From functional description to meaning construction: Ordinary brands tell people "who I am", while outstanding cultural tourism brands answer "Here, you can become who you want to be". It no longer satisfies with functional labels like "high-end resort" or "cultural town", but builds a meaning system. For example, "Qingpu Cultural Residence" does not flaunt luxurious hardware, but builds the value proposition of "returning to the original cultural perception", elevating the brand to a cultural roots-seeking journey. From project brand to destination brand: Differentiated brands must have the ability to transform a single project into a regional destination. This means that the brand needs to undertake three roles: regional culture spokesperson, experience standard definition, and traffic distribution hub. For example, "Ananya" has already gone beyond the name of a real estate project and become a comprehensive destination brand covering lifestyle, culture, and community spirit, with its influence radiating throughout the cultural tourism pattern of the Bohai Bay. From one-way communication to relationship building: The ultimate form of cultural tourism brands is a "relationship field", where the brand and users jointly write stories. This requires the brand to maintain an appropriate degree of openness and unfinished state, such as the different hotels under the "Shinoya Group" in Japan, although their styles are distinct, they all share the brand philosophy of "living in harmony with nature", and encourage guests to participate in ecological protection, making the brand a medium connecting people and nature.

二、精神內核：尋找無法復制的“文化原力”。文旅項目的靈魂不在于建筑形態，而在于其承載的精神厚度。精神內核的差異化挖掘需遵循三個路徑：

深掘地域文化DNA，超越符號挪用：真正差異化來源于對地域文化基因的深度解碼，而非表面符號的拼貼。陜西“長安十二時辰”主題街區之所以成功，在于它沒有停留在唐代建筑模仿，而是深入還原了盛唐時期市井生活的煙火氣與社交儀式，讓游客從“觀看唐朝”變為“生活在唐朝”。構建現代性轉譯的“意義橋梁”：傳統文化需通過現代語言轉譯才能引發共鳴。蘇州“本色美術館”每月舉辦的“本色東西橋市集”，將江南文人雅集傳統轉化為當代生活美學展演，既保留了“以物會友”的精神內核，又嫁接了現代設計、環保理念等新元素，構建了傳統與當下的對話通道。塑造具有“道德高度”的價值主張：在價值觀消費時代，文旅項目的精神內核應包含對時代命題的回應。云南“松贊酒店集團”通過“雪山下的村莊酒店”網絡，不僅提供藏地風光體驗，更構建了“保護性旅游”的完整倫理——雇傭本地員工、采購本地食材、收益反哺社區，使消費行為具備了文化保護與社區共生的道德正當性。

三、規劃設計：從“空間生產”到“體驗編劇”。空間是精神內核的物質載體，規劃設計的差異化體現在將游客動線轉化為情感曲線：

敘事性空間序列設計：差異化空間如一部精心編排的戲劇，擁有起承轉合的節奏控制。上海“上生·新所”將百年哥倫比亞鄉村俱樂部、孫科別墅與現代文創空間并置，游客在漫步中自然經歷從歷史懷舊到當代活力的情緒轉換，空間序列本身即構成一部生動的城市更新敘事。多感官沉浸的“氛圍系統”：頂級文旅項目擅長構建覆蓋視覺、聽覺、嗅覺、觸覺的綜合氛圍系統。日本“輕井澤虹夕諾雅”在夏季營造“清涼感”時，不僅依靠自然樹蔭，更通過風鈴脆響、溪流視覺引導、薄荷香氣散布、麻質床品觸感等多維度疊加，創造出無可替代的立體體驗記憶點。“反標準化”的在地材料語法：真正的差異化拒絕工業化材料套用，轉而發展基于當地物產的材料語言。莫干山“裸心谷”大量使用回收枕木、本地石材、竹編工藝，這些材料不僅環保，更攜帶了地域的溫度與記憶，使建筑成為土地的自然生長物而非外來植入物。預留用戶參與的“空白畫布”：差異化規劃懂得留白，為游客的創造性參與預留接口。成都“麓湖生態城”在社區規劃中專門設置“漂浮公園”“荒野花園”等半野生態空間，居民可參與種植、搭建、改造，空間因此持續進化，始終保有新鮮感與歸屬感。

I. Core Spirit: Seek the unrepeatable "cultural power". The soul of a cultural tourism project does not lie in the architectural form, but in the depth of its spiritual content. The differentiated exploration of the core spirit should follow three paths:

Deeply explore the regional cultural DNA and go beyond symbol appropriation: True differentiation comes from the deep decoding of the regional cultural genes, rather than the patchwork of surface symbols. The success of the "Chang'an Twelve Hours" theme street in Shaanxi lies in its not remaining at the imitation of Tang Dynasty architecture, but deeply restoring the bustling atmosphere and social rituals of the prosperous Tang Dynasty, allowing tourists to shift from "watching the Tang Dynasty" to "living in the Tang Dynasty". Constructing a "meaning bridge" for modernization translation: Traditional culture needs to be translated through modern language to evoke resonance. The "Original Flavor Art Museum" in Suzhou holds the "Original Flavor East-West Bridge Market" every month, transforming the traditional gathering of literati and scholars in the Jiangnan region into a contemporary life aesthetics performance, preserving the core spirit of "getting together through objects" while integrating new elements such as modern design and environmental protection concepts, and constructing a dialogue channel between tradition and the present. Shaping a value proposition with "moral height": In the era of value consumption, the core spirit of cultural tourism projects should include responses to contemporary propositions.II. Planning and Design: From "Space Production" to "Experience Scriptwriting". Space is the material carrier of the core spirit. The differentiation of planning and design lies in transforming the tourist flow into an emotional curve:

Narrative space sequence design: Differentiated spaces are like a carefully arranged drama, possessing rhythm control with beginning, continuation, transition, and conclusion. Shanghai's "Shangsheng · Xinshou" combines the century-old Colombian rural club, Sun Ke Villa, and modern cultural spaces, allowing tourists to naturally experience the emotional transition from historical nostalgia to contemporary vitality as they stroll, and the space sequence itself constitutes a vivid urban renewal narrative. Multi-sensory immersive "atmosphere system": Top cultural tourism projects are skilled at constructing a comprehensive atmosphere system covering vision, hearing, smell, and touch. The "Ryokan Hotel" in Shikuzawa, Japan, when creating a "coolness" sensation in summer, not only relies on natural shade but also through the combination of wind chimes, visual guidance of the stream, the dispersion of mint aroma, and the touch of linen bedding, creates an irreplaceable three-dimensional experience memory point. "Anti-standardization" of local material grammar: True differentiation rejects the application of industrialized materials and instead develops a material language based on local products. The "Bareheart Valley" in Moganshan uses recycled sleepers, local stones, and bamboo weaving techniques extensively, these materials are not only environmentally friendly but also carry the temperature and memory of the region, making the building a natural growth of the land rather than an implanted foreign object. Reserving "blank canvas" for user participation: Differentiated planning knows how to leave blank spaces, providing interfaces for tourists' creative participation. Chengdu's "Luhu Ecological City" specifically sets up "floating parks" and "wilderness gardens" as semi-natural ecological spaces in the community planning, allowing residents to participate in planting, construction, and renovation, and the space thus continuously evolves, always maintaining freshness and a sense of belonging.

四、運營宣發：從“流量收割”到“關系培育”。差異化不僅在于建設期，更體現在持續的運營與傳播中：

內容運營替代活動填充：同質化項目堆砌節慶活動，而差異化項目則構建可持續的內容生產體系。阿那亞的差異化運營核心在于將社區轉化為文化內容發生器：業主論壇孕育出“深夜食堂”等創意，用戶投稿構成《阿那亞》社區雜志素材，常態化舉辦的音樂節、戲劇節超越活動本身，成為持續產生話題的內容IP。社群分層與圈層引爆：差異化運營深諳“小眾引領大眾”的傳播邏輯。初始階段精準服務高勢能圈層，如北京“檀谷”小鎮首先吸引藝術家、設計師、學者等創意階層入駐，通過他們產出高質量內容與口碑，自然吸引追隨者，形成健康的圈層擴散生態。四季全時體驗設計：破解文旅項目“旺季人滿為患，淡季門可羅雀”的同質化困境，需構建四季差異體驗。北海道“星野TOMAMU度假村”春季賞櫻、夏季云海瑜伽、秋季紅葉徒步、冬季霧冰平臺與冰教堂，每個季節都有標志性體驗，將氣候劣勢轉化為特色，實現全年運營平衡。“分布式觸點”傳播網絡：差異化宣發摒棄單一渠道轟炸，轉而構建線上線下融合的觸點網絡。重慶“武隆歸原小鎮”將傳播觸點分布于：小紅書民宿主理人深度體驗、抖音自然聲音ASMR視頻、線下藝術駐地計劃成果展、與高端戶外品牌聯名活動等，不同觸點服務不同受眾，共同拼出項目立體形象。數據驅動的個性化服務迭代：智慧化系統不應止于門票預約，而應深入體驗優化。通過游客行為數據（動線熱力圖、停留時長、消費偏好）分析，發現非顯性需求，動態調整服務。如某些度假村發現家庭游客傍晚集中于親子餐廳后，順勢推出“星空故事會”服務，將痛點轉化為記憶點。

五、超越差異化：構建文旅項目的“唯一性”。在激烈競爭的紅海中，終極差異化在于構建項目的“唯一性”——那些無法被復制、遷移的核心要素：唯一性地理稟賦：如云南“松贊梅里山居”正對卡瓦格博雪山的無可替代視野；唯一性歷史事件：如敦煌“東驛”酒店與莫高窟藝術寶庫的時空毗鄰關系；唯一性社區生態：如福建“廈地村”由藝術家、傳統匠人、原住民共生的獨特人文土壤；唯一性創始人烙印：如日本“Benesse House”深深烙印著福武總一郎“自然、藝術與建筑的共生”哲學。

III. Operations and Promotion: From "Traffic Harvesting" to "Relationship Cultivation". The differentiation lies not only in the initial construction phase but also in the continuous operation and dissemination:

Content operation replaces event filling: Homogeneous projects pile up festival activities, while differentiated projects build a sustainable content production system. The core of Ananya's differentiated operation lies in transforming the community into a cultural content generator: The owner forum gives birth to creative ideas like "Night Bistro", and user submissions form the materials for the "Ananya" community magazine. Regularly held music festivals and drama festivals go beyond the activities themselves and become content IPs that continuously generate topics. Community stratification and circle explosion: Differentiated operation deeply understands the communication logic of "minority leading the majority". In the initial stage, precise services are provided to high-potential circles, such as the "Tanggu" town in Beijing, which first attracted creative classes like artists, designers, and scholars, through them producing high-quality content and word-of-mouth, naturally attracting followers, forming a healthy circle diffusion ecosystem. Seasonal all-time experience design: To break the homogeneity of the "peak season overcrowded, off-season deserted" situation of tourism and cultural projects, it is necessary to build seasonal differentiated experiences. The "Starwood TOMAMU Resort" in Hokkaido offers spring cherry blossom viewing, summer cloud sea yoga, autumn red leaf hiking, winter fog ice platform and ice church experiences in each season, each season having a distinctive experience, transforming the climatic disadvantage into a feature, achieving a balanced operation throughout the year. "Distributed touchpoints" communication network: Differentiated promotion abandons single-channel bombardment and instead builds an online and offline integrated touchpoint network. The "Wulong Guiyuan Town" in Chongqing distributes communication touchpoints in: hosts' in-depth experience on Xiaohongshu， Douyin natural sound ASMR videos， offline art residency program results exhibition， and joint activities with high-end outdoor brands， etc. Different touchpoints serve different audiences， jointly creating the project's three-dimensional image. Data-driven personalized service iteration： The intelligent system should not stop at ticket reservation， but should delve into experience optimization. Through the analysis of visitor behavior data (flow heat map， stay duration， consumption preference)， non-obvious needs are discovered， and services are dynamically adjusted. For example， some resorts discovered that family tourists gather in the children's restaurant in the evening， and thus launched the "Star Sky Storytelling" service， transforming the pain point into a memory point.

IV. Beyond Differentiation： Building the "Uniqueness" of Tourism and Cultural Projects. In the fierce competition of the red sea， the ultimate differentiation lies in building the "uniqueness" of the project - those core elements that cannot be replicated or transferred： Unique geographical endowment： Such as the "Songzan Meili Mountain Residence" in Yunnan， with an irreplaceable view directly facing Kawa Gobo Snow Mountain； Unique historical events： Such as the "Dongyi" hotel in Dunhuang and the time-space proximity relationship with the Mogao Caves art treasure house； Unique community ecology： Such as the unique humanistic soil of Fujian "Xiaodi Village"， where artists， traditional artisans， and indigenous people coexist； Unique founder imprint： Such as the "Benesse House" in Japan， deeply imprinted with Fukuda Toshio's philosophy of "the symbiosis of nature， art and architecture".

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