文旅案例 | 文商旅綜合體：以商業(yè)策劃鑄就靈魂、品牌與差異性、構(gòu)建項(xiàng)目多層次差異性

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文商旅綜合體——即融合文化體驗(yàn)、商業(yè)消費(fèi)與旅游休閑的復(fù)合型空間——正成為城市更新與區(qū)域發(fā)展的重要載體。然而，眾多項(xiàng)目陷入同質(zhì)化競(jìng)爭(zhēng)、文化內(nèi)涵缺失或運(yùn)營(yíng)乏力的困境。究其根源，往往在于項(xiàng)目初期商業(yè)策劃的薄弱或缺失。本文將從找魂、品牌塑造及差異性構(gòu)建三個(gè)核心維度，系統(tǒng)闡述商業(yè)策劃對(duì)于文商旅綜合體的重要性及其必要性，旨在為項(xiàng)目的成功推進(jìn)與可持續(xù)發(fā)展奠定堅(jiān)實(shí)基石。商業(yè)策劃是挖掘與錨定項(xiàng)目靈魂的基石，文商旅綜合體的“魂”，是其區(qū)別于普通商業(yè)項(xiàng)目的根本所在，是項(xiàng)目承載的文化內(nèi)核、精神價(jià)值與情感共鳴點(diǎn)。沒(méi)有靈魂的項(xiàng)目，即便硬件出眾，也難逃“千街一面”的蒼白，無(wú)法形成持久吸引力。

一、商業(yè)策劃在“找魂”過(guò)程中的核心作用在于：系統(tǒng)性文化挖掘與價(jià)值提煉：專(zhuān)業(yè)的商業(yè)策劃首先始于對(duì)項(xiàng)目所在地域、歷史、民俗、產(chǎn)業(yè)等文化資源的深度調(diào)研與梳理。這并非簡(jiǎn)單的元素堆砌，而是通過(guò)人類(lèi)學(xué)、社會(huì)學(xué)與市場(chǎng)學(xué)的多維視角，識(shí)別出具有當(dāng)代生命力、可轉(zhuǎn)化、可體驗(yàn)的文化基因。例如，成都遠(yuǎn)洋太古里并非復(fù)建古建筑，而是通過(guò)對(duì)川西民居風(fēng)格、巷里文化與現(xiàn)代時(shí)尚的策劃融合，找到了“快慢結(jié)合、傳統(tǒng)當(dāng)代對(duì)話(huà)”的靈魂，使其成為城市文化客廳。

市場(chǎng)需求的精準(zhǔn)洞察與靈魂契合：策劃需在文化挖掘與市場(chǎng)需求間架設(shè)橋梁。項(xiàng)目的“魂”必須與目標(biāo)客群——不僅是游客，更包括本地居民——的情感需求、價(jià)值認(rèn)同產(chǎn)生深層連接。策劃通過(guò)市場(chǎng)分析，明確客群畫(huà)像，確保所塑造的“靈魂”具備市場(chǎng)感召力。如西安長(zhǎng)安十二時(shí)辰主題街區(qū)，其策劃精準(zhǔn)抓住了當(dāng)代年輕人對(duì)唐文化沉浸式體驗(yàn)的強(qiáng)烈興趣，將盛唐氣象轉(zhuǎn)化為可參與、可拍照、可消費(fèi)的時(shí)空?qǐng)鼍埃屛幕暧辛松鷦?dòng)的載體。

戰(zhàn)略定位的導(dǎo)航與貫穿：“魂”決定了項(xiàng)目的總體戰(zhàn)略定位。商業(yè)策劃將抽象的“魂”轉(zhuǎn)化為具體的主題定位、業(yè)態(tài)組合、空間敘事與運(yùn)營(yíng)理念，確保從規(guī)劃到運(yùn)營(yíng)的全過(guò)程一以貫之。缺乏策劃，往往導(dǎo)致設(shè)計(jì)、招商、運(yùn)營(yíng)各環(huán)節(jié)脫節(jié)，靈魂流于口號(hào)。

The cultural and commercial tourism complex - a comprehensive space integrating cultural experience, commercial consumption, and tourism leisure - is becoming an important carrier for urban renewal and regional development. However, many projects are trapped in the predicament of homogenization competition, lack of cultural connotation, or poor operation. The root cause often lies in the weak or absence of commercial planning at the initial stage. This article will systematically elaborate on the importance and necessity of commercial planning for cultural and commercial tourism complexes from three core dimensions: finding the soul, brand building, and differentiation construction. The aim is to lay a solid foundation for the successful advancement and sustainable development of the projects. Commercial planning is the cornerstone for uncovering and anchoring the soul of the project. The "soul" of the cultural and commercial tourism complex is what distinguishes it from ordinary commercial projects and is the fundamental aspect of the project's cultural core, spiritual value, and emotional resonance point. A project without a soul, even with outstanding hardware, is doomed to be "a thousand streets looking the same" and unable to form lasting appeal.

1. The core role of commercial planning in the "finding the soul" process lies in: systematic cultural exploration and value refinement: Professional commercial planning begins with in-depth research and sorting of cultural resources such as the region, history, folk customs, and industries where the project is located. This is not simply a matter of element assembly, but through multidimensional perspectives of anthropology, sociology, and marketology, identifying cultural genes with contemporary vitality, transformability, and experienceability. For example,but through the planning integration of the style of Sichuan Western residences， alley culture， and modern fashion， it found the "fast and slow combination， traditional and contemporary dialogue" soul， making it a city cultural living room. Precise market demand insight and soul alignment： Planning needs to build a bridge between cultural exploration and market demand. The "soul" of the project must have a deep connection with the emotional needs and value recognition of the target audience - not only tourists， but also local residents. Planning uses market analysis to clarify the profile of the target audience and ensure that the "soul" being shaped has market appeal. For example， the Xi'an Chang'an Twelve Hours Theme Street precisely seized the strong interest of contemporary young people in immersive experiences of Tang culture， transforming the grandeur of the Tang Dynasty into participatory， photo-taking， and consumable time and space scenes， giving the cultural soul a vivid carrier. Navigation and continuity of strategic positioning： "Soul" determines the overall strategic positioning of the project. Commercial planning converts the abstract "soul" into specific theme positioning， business format combination， space narrative， and operation concepts， ensuring consistency throughout the planning to operation process. Lack of planning often leads to disconnection among design， investment promotion， and operation， with the soul reduced to slogans.

二、品牌塑造：商業(yè)策劃是構(gòu)建強(qiáng)大品牌認(rèn)知的系統(tǒng)工程。文商旅綜合體的品牌，是其靈魂的外化表達(dá)，是市場(chǎng)識(shí)別、價(jià)值承諾與情感連接的集中體現(xiàn)。一個(gè)成功的品牌能夠降低消費(fèi)者的選擇成本，建立信任與期待，并產(chǎn)生溢價(jià)能力。

商業(yè)策劃在品牌塑造中的系統(tǒng)性?xún)r(jià)值體現(xiàn)在：從靈魂到品牌敘事的轉(zhuǎn)化：策劃工作將項(xiàng)目的“魂”轉(zhuǎn)化為完整的品牌故事、核心價(jià)值觀(guān)與個(gè)性主張。這包括品牌名稱(chēng)、口號(hào)、視覺(jué)識(shí)別系統(tǒng)（VIS）以及完整的傳播語(yǔ)境。例如，阿那亞從一片普通海濱地產(chǎn)發(fā)展為現(xiàn)象級(jí)文旅品牌，其策劃核心在于成功構(gòu)建了“關(guān)于美好生活的方式品牌”敘事，將孤獨(dú)圖書(shū)館、禮堂等空間符號(hào)升華為精神地標(biāo)，所有業(yè)態(tài)與活動(dòng)都圍繞此敘事展開(kāi)，形成了強(qiáng)大的品牌磁場(chǎng)。

品牌體驗(yàn)的頂層設(shè)計(jì)：文商旅綜合體的品牌最終由消費(fèi)者的全程體驗(yàn)來(lái)定義。商業(yè)策劃前瞻性地規(guī)劃了品牌接觸點(diǎn)體系：從外部交通導(dǎo)視、建筑界面，到內(nèi)部動(dòng)線(xiàn)、業(yè)態(tài)布局、服務(wù)流程、文化活動(dòng)，直至數(shù)字互動(dòng)與離場(chǎng)后連接。策劃確保每一個(gè)觸點(diǎn)都傳遞一致的品牌信息與價(jià)值感受，營(yíng)造獨(dú)特的“場(chǎng)域”氛圍。

品牌資產(chǎn)的持續(xù)積累規(guī)劃：商業(yè)策劃不僅關(guān)注品牌從0到1的建立，更規(guī)劃其長(zhǎng)期發(fā)展路徑。這包括IP的孵化與衍生（如自有文化IP、產(chǎn)品IP）、品牌聯(lián)盟策略、危機(jī)管理預(yù)案以及基于用戶(hù)數(shù)據(jù)資產(chǎn)的品牌迭代機(jī)制。策劃使品牌成為一個(gè)可生長(zhǎng)、可增值的有機(jī)體。在激烈的市場(chǎng)競(jìng)爭(zhēng)中，缺乏系統(tǒng)品牌策劃的項(xiàng)目，容易陷入“有設(shè)施無(wú)品牌”的境地，知名度與忠誠(chéng)度難以建立，抗風(fēng)險(xiǎn)能力弱。強(qiáng)大的品牌是項(xiàng)目吸引優(yōu)質(zhì)商戶(hù)、留住消費(fèi)人才、實(shí)現(xiàn)資產(chǎn)增值的核心軟實(shí)力。

II. Brand Building: Business planning is a systematic project for building a strong brand recognition. The brand of a commercial and cultural tourism complex is the external expression of its soul, and it is a concentrated manifestation of market identification, value commitment, and emotional connection. A successful brand can reduce consumers' choice costs, establish trust and expectations, and generate premium capabilities.

The systematic value of business planning in brand building is reflected in: Transformation from soul to brand narrative: The planning work converts the "soul" of the project into a complete brand story, core values, and personality claims. This includes brand names, slogans, visual identity system (VIS), and a complete communication context. For example, Ananya, from an ordinary coastal real estate property, has developed into a phenomenon-level cultural tourism brand. The core of its planning lies in successfully constructing the narrative of "a brand about the way of a better life", elevating space symbols such as the Solitude Library and the Auditorium to spiritual landmarks. All business formats and activities revolve around this narrative, forming a powerful brand magnetic field. The top-level design of brand experience: The brand of a commercial and cultural tourism complex is ultimately defined by the entire consumer experience. Business planning proactively plans the brand contact point system: from external traffic guidance, building interfaces, to internal flow lines, business layout, service processes, cultural activities, and digital interaction and post-disembarkation connections. The planning ensures that each touchpoint conveys consistent brand information and value feelings, creating a unique "domain" atmosphere. The planning of continuous accumulation of brand assets: Business planning not only focuses on the establishment of the brand from 0 to 1, but also plans its long-term development path. This includes the incubation and derivative development of IP (such as own cultural IP, product IP), brand alliance strategies, crisis management plans, and brand iteration mechanisms based on user data assets. The planning makes the brand an organic entity that can grow and increase value. In the fierce market competition, projects lacking systematic brand planning are prone to fall into the situation of "having facilities but no brand", making it difficult to establish popularity and loyalty, and having weak risk resistance. A strong brand is the core soft power for the project to attract high-quality merchants, retain consumer talents, and achieve asset appreciation.

三、差異性構(gòu)建：商業(yè)策劃是打造可持續(xù)競(jìng)爭(zhēng)優(yōu)勢(shì)的藍(lán)本。差異性決定了項(xiàng)目在區(qū)域乃至全國(guó)市場(chǎng)中的不可替代性。它源于靈魂的獨(dú)特性與品牌表達(dá)的創(chuàng)新性，最終落地于可感知的產(chǎn)品、服務(wù)與體驗(yàn)。

商業(yè)策劃是構(gòu)建多層次差異性的關(guān)鍵：業(yè)態(tài)組合的創(chuàng)造性策動(dòng)：摒棄傳統(tǒng)商業(yè)的標(biāo)準(zhǔn)化業(yè)態(tài)配比，策劃基于項(xiàng)目靈魂與目標(biāo)客群，進(jìn)行“文化+”、“旅游+”、“科技+”的跨界業(yè)態(tài)創(chuàng)新。它可能引入非遺工坊與策展型零售結(jié)合，打造在地農(nóng)場(chǎng)與美食劇場(chǎng)聯(lián)動(dòng)，或是構(gòu)建虛實(shí)融合的沉浸式劇情動(dòng)線(xiàn)。策劃的任務(wù)是創(chuàng)造獨(dú)一無(wú)二的消費(fèi)場(chǎng)景與體驗(yàn)序列，而非簡(jiǎn)單招商填鋪。上海TX淮海的成功，正在于其策展型零售的精準(zhǔn)策劃，徹底打破了傳統(tǒng)商場(chǎng)邏輯。

空間場(chǎng)景的敘事化營(yíng)造：文商旅綜合體的空間是最大的體驗(yàn)產(chǎn)品。商業(yè)策劃主導(dǎo)空間的故事線(xiàn)設(shè)計(jì)，將文化元素、品牌敘事轉(zhuǎn)化為建筑語(yǔ)言、景觀(guān)節(jié)點(diǎn)、室內(nèi)主題與藝術(shù)裝置。它思考如何讓空間本身“說(shuō)話(huà)”，創(chuàng)造拍照點(diǎn)、記憶點(diǎn)與情感爆發(fā)點(diǎn)，實(shí)現(xiàn)空間價(jià)值的最大化。

內(nèi)容與運(yùn)營(yíng)的持續(xù)創(chuàng)新引擎：差異性需要持續(xù)保鮮。商業(yè)策劃在前期就為項(xiàng)目植入“內(nèi)容引擎”和“活動(dòng)日歷”，規(guī)劃常年不斷的主題展覽、演藝節(jié)慶、工作坊、市集等文化活動(dòng)，使項(xiàng)目保持鮮活的話(huà)題性與吸引力。同時(shí)，策劃設(shè)計(jì)靈活的運(yùn)營(yíng)機(jī)制，支持小眾品牌孵化、快閃店實(shí)驗(yàn)等，保持前沿性與新鮮感。簡(jiǎn)單的硬件模仿極易被后來(lái)者超越。只有通過(guò)深度策劃構(gòu)建的，涵蓋靈魂、品牌、業(yè)態(tài)、空間、運(yùn)營(yíng)等多維度的、系統(tǒng)性的差異化體系構(gòu)筑堅(jiān)實(shí)的競(jìng)爭(zhēng)壁壘。

III. Differentiation Construction: Business planning serves as the blueprint for creating sustainable competitive advantages. Differentiation determines the irreplaceability of the project in the regional and even national markets. It stems from the uniqueness of the soul and the innovation of brand expression, and ultimately manifests in the perceivable products, services, and experiences.

Business planning is the key to constructing multi-level differentiation: Creative initiative in business format combination: Abandon the standardized business format ratios of traditional commerce, and plan cross-border business formats such as "culture+", "tourism+", and "technology+" based on the project's soul and target customer groups. It may incorporate cultural workshops and curated retail, create a linkage between local farms and food theaters, or construct an immersive storyline that integrates virtual and real elements. The task of the planning is to create unique consumption scenarios and experience sequences, rather than simply conducting recruitment and filling. The success of Shanghai TX Huaihai lies in its precise planning of curated retail, which completely breaks the logic of traditional shopping malls. Narrative creation of spatial scenes: The space of a cultural, commercial, and tourism complex is the largest experiential product. Business planning leads the design of the storylines of the space, converting cultural elements, brand narratives into architectural language, landscape nodes, interior themes, and art installations. It considers how to make the space itself "speak", create photo spots, memory points, and emotional explosion points, and maximize the value of the space. Continuous innovation engines for content and operations: Differentiation requires continuous freshness. Business planning implants "content engines" and "activity calendars" for the project in the early stage, plans continuous theme exhibitions, entertainment festivals, workshops, markets, etc. of cultural activities throughout the year, keeping the project fresh and attractive. At the same time, the planning designs flexible operation mechanisms to support the incubation of niche brands, pop-up store experiments, etc., maintaining cutting-edge and freshness. Simple imitation of hardware is easily surpassed by later competitors. Only through deep planning to construct a systematic and comprehensive differentiation system covering soul, brand, business format, space, operation, etc., can a solid competitive barrier be established.

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