文旅案例 | 景區產品業態的豐富與運營創新：以平價二消產品激活消費新動能、打造“白+黑”全時體驗

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一、景區業態多元化：從單一觀光到復合體驗，在消費升級與旅游業轉型背景下，傳統景區正面臨從“門票經濟”向“產業經濟”轉變的關鍵時期。豐富景區產品業態，需要構建“核心吸引物+體驗場景+消費場景”的立體體系。

時空延伸：打破景區邊界，時間延伸：打造“白+黑”全時體驗，白天以自然觀光、文化體驗為主，夜間開發燈光秀、實景演出、夜市經濟等產品；空間拓展：將景區輻射范圍從核心區延伸至周邊村落、街區，形成“景區+社區”聯動發展模式。

業態融合：構建消費生態圈，“文旅+”多元融合：推動文旅與農業、體育、康養、教育等產業深度融合；消費場景分層：針對不同客群構建高端、中端、平價消費場景，形成完整消費鏈。

案例借鑒：無錫拈花灣的業態創新，拈花灣從單純禪意小鎮轉型為全時度假目的地，通過三大策略實現業態豐富：主題化業態布局：圍繞“禪意生活”主題，引入禪修體驗、手作工坊、素齋飲食等30余種業態；分時消費設計：日間以文化體驗為主，夜間打造《禪行》光影秀，延長游客停留時間至2.3天；社區化運營：引入“創意主理人”計劃，招募手工匠人、文化傳承者入駐，形成有機業態生態。

I. Diversification of Scenic Area Business Forms: From single sightseeing to complex experiences, against the backdrop of consumption upgrade and the transformation of the tourism industry, traditional scenic spots are now at a critical juncture of shifting from "ticket economy" to "industrial economy". To enrich the product formats of scenic spots, it is necessary to build a three-dimensional system of "core attractions + experience scenarios + consumption scenarios".

Time and space extension: Breaking the boundaries of scenic spots, time extension: Creating a "day + night" all-day experience, with natural sightseeing and cultural experiences as the main focus during the day, and developing products such as light shows, live performances, and night market economy at night. Spatial expansion: Extend the radiation range of the scenic area from the core area to the surrounding villages and blocks, forming a "scenic area + community" interactive development model.

Business format integration: Building a consumption ecosystem, "culture and tourism +" diversified integration: Promoting the deep integration of culture and tourism with agriculture, sports, health care, education and other industries; Stratification of consumption scenarios: Build high-end, mid-range and affordable consumption scenarios for different customer groups to form a complete consumption chain.

Case Study: The business format Innovation of Nianhua Bay in Wuxi. Nianhua Bay has transformed from a simple Zen town into a full-time vacation destination. It has achieved a rich business format through three major strategies: Thematic business format layout: Centering on the theme of "Zen life", it has introduced over 30 business formats such as Zen meditation experiences, handicraft workshops, and vegetarian dining. Time-sharing consumption design: During the day, cultural experiences are the main focus. At night, a "Zen Walk" light and shadow show is created to extend the tourists' stay to 2.3 days. Community-based operation: Introduce the "Creative Manager" program, recruit artisans and cultural inheritors to settle in, and form an organic business ecosystem.

二、招商運營策略：從租賃思維到共生模式，后期招商運營決定景區業態的存活率與成長性，需要轉變傳統“收租”思維，建立與商戶共成長的運營體系。

精準招商：從“填滿空間”到“生態構建”，主題化招商：根據景區主題篩選商戶，確保業態調性統一；品牌梯度搭配：30%知名品牌（引流）+50%特色品牌（體驗）+20%創新品牌（新鮮感）；數據化篩選：建立商戶評估體系，從產品獨特性、運營能力、品牌調性多維度評分。

創新合作模式：降低商戶入駐門檻，分成模式創新：采用“保底租金+營業額分成”的彈性合作方式，降低商戶前期壓力；孵化支持體系：為特色小微商戶提供培訓、營銷、供應鏈支持；季節性靈活調整：針對季節性明顯的景區，推出短期入駐、快閃店等靈活合作形式。

統一運營管理：提升整體消費體驗，標準化服務體系：建立統一的服務標準、價格公示、投訴處理機制；整合營銷推廣：景區統一進行品牌營銷，商戶專注于產品與服務；數據共享機制：通過智慧景區系統，共享客流、消費數據，幫助商戶優化經營。

案例借鑒：開元森泊度假區的運營之道，開元森泊通過以下策略實現95%的商戶存活率：共生式合作：采用“免租金+高分成”模式，與商戶風險共擔、利益共享；業態動態調整：每季度評估各業態表現，末位10%的商戶進行優化調整；一體化體驗設計：所有消費一卡通，游客體驗無縫銜接，提升整體客單價。

Ii. Business Development and Operation Strategy: From leasing mindset to Symbiotic Model, the later stage of business development and operation determines the survival rate and growth potential of the scenic area's business formats. It is necessary to change the traditional "rent collection" mindset and establish an operation system that grows together with merchants.

Precise investment promotion: From "filling space" to "ecological construction", theme-based investment promotion: Select merchants based on the theme of the scenic area to ensure the uniformity of the business format and tone. Brand gradient combination: 30% well-known brands (for traffic diversion) +50% distinctive brands (for experience) +20% innovative brands (for novelty); Data-driven screening: Establish a merchant evaluation system, scoring from multiple dimensions such as product uniqueness, operational capabilities, and brand tone.Innovative cooperation model: Lower the threshold for merchants to enter. Innovative revenue-sharing model: Adopt a flexible cooperation method of "guaranteed rent + revenue sharing" to reduce the pressure on merchants in the early stage. Incubation support system: Provide training, marketing and supply chain support for characteristic micro and small merchants; Seasonal flexible adjustment: For scenic spots with obvious seasonality, flexible cooperation forms such as short-term entry and pop-up stores are introduced.

Unified operation and management: Enhance the overall consumption experience. Standardized service system: Establish unified service standards, price disclosure, and complaint handling mechanisms. Integrated marketing promotion: Scenic spots uniformly carry out brand marketing, while merchants focus on products and services. Data sharing mechanism: Through the smart scenic area system, passenger flow and consumption data are shared to help merchants optimize their operations.Case Study: The operation approach of Kaiyuan Senbo Resort Area. Kaiyuan Senbo has achieved a 95% merchant survival rate through the following strategies: Symbiotic cooperation: Adopting a "rent-free + high commission" model, sharing risks and benefits with merchants; Business format dynamic adjustment: Every quarter, the performance of each business format is evaluated, and the bottom 10% of merchants are optimized and adjusted. Integrated experience design: All consumption with one card, seamless connection of tourist experience, and increase the overall average transaction value.

三、平價二消產品設計：洞悉消費習慣的精準供給，針對游客消費“既要品質又要性價比”的心理，平價二次消費產品需從消費場景、心理訴求、消費能力多維度設計。

消費習慣洞察：游客二消行為分析，即時性需求：排隊時的飲品、炎熱時的降溫產品、疲憊時的休息服務；紀念性需求：具有地方特色、價格適中、便于攜帶的紀念品；社交性需求：適合拍照分享的打卡點、互動體驗、特色美食；體驗性需求：參與感強、有故事性、時間適中的手工制作、文化體驗。

平價二消產品設計原則：小額高頻：單價控制在景區門票價格的10%-20%（通常20-50元區間）；強關聯性：與景區主題、核心資源緊密相關，避免同質化；體驗增值：即使低價產品也要融入體驗元素，提升感知價值；分層設計：同一品類提供不同價位選擇，滿足多樣需求。針對性產品策略與案例：基于時間場景的產品設計；排隊等候場景：開發主題文創冰淇淋（15-25元）、特色茶飲（18-30元）、互動小游戲；案例：故宮文創雪糕，單價15-25元，年銷售額超千萬，既解暑又滿足打卡需求；午后疲憊場景：提供平價下午茶套餐（30-50元）、短時休息空間（20元/小時）；案例：蘇州博物館茶室，推出28元“文人下午茶”，包含茶點與特飲，占二消收入的40%。

基于體驗場景的產品設計：文化體驗類：非遺手工體驗課（30-60元）、主題印章收集（免費提供打卡紙，印章2-5元/個），案例：西安大唐不夜城，推出30元唐妝體驗、50元皮影制作體驗，參與度超30%；互動參與類：AR互動拍照（20元/次）、主題尋寶游戲（免費參與，集齊兌換小禮品），案例：上海迪士尼“夢想護照”概念，70元購買護照，集章過程引導游客探索全園。

基于消費心理的產品設計：社交貨幣類：設計適合拍照打卡的平價特色商品；案例：重慶洪崖洞，推出15-25元的“魔幻山城”主題飲品，杯具設計獨特，拍照率達70%實用紀念類：兼具實用性與紀念意義的日用品；案例：敦煌研究院，開發28-58元的文創文具、絲巾、書簽等，實用性強復購率高。基于消費能力的產品分層，基礎版：滿足基本需求的平價產品（20元以下）精致版：品質與設計更好的主力產品（20-50元），禮盒版：適合饋贈的套裝產品（50-100元）案例：杭州西湖景區，同一款龍井茶，分設15元體驗裝、38元自飲裝、88元禮品裝，滿足不同需求。

Iii. Design of Affordable Secondary Consumption Products: Precise supply based on Understanding Consumption habits. In response to tourists' psychology of "seeking both quality and cost-effectiveness" in consumption, affordable secondary consumption products need to be designed from multiple dimensions including consumption scenarios, psychological demands, and consumption capabilities.

Consumption Habit Insight: Analysis of Tourists' secondary Consumption Behaviors, Immediate demands: Beverages while queuing, cooling products when hot, rest services when tired; Commemorative demand: Souvenirs with local characteristics, moderate prices and easy to carry; Social needs: Check-in spots suitable for taking photos and sharing, interactive experiences, and local specialties; Experiential demands: Strong sense of participation, story-telling, moderate time for handicraft making, and cultural experiences.

Design principles for affordable secondary consumption products: Small amount and high frequency: The unit price should be controlled within 10% to 20% of the ticket price of the scenic area (usually within the range of 20 to 50 yuan). Strong relevance: Closely related to the theme and core resources of the scenic area to avoid homogenization; Experience value-added: Even low-priced products should incorporate experience elements to enhance perceived value. Layered design: The same category offers different price options to meet diverse needs. Targeted product strategies and cases: Product Design Based on Time Scenarios; Queue waiting scene: Develop theme cultural and creative ice cream (15-25 yuan), special tea drinks (18-30 yuan), and interactive mini-games; Case: Palace Museum Cultural and creative ice cream, priced at 15 to 25 yuan per unit, has an annual sales volume of over 10 million yuan. It not only helps to cool off but also meets the demand for taking photos. Afternoon fatigue scene: We offer affordable afternoon tea packages (30-50 yuan) and short rest Spaces (20 yuan per hour). Case: The tea room of Suzhou Museum has launched a 28-yuan "Scholar Afternoon Tea", which includes refreshments and special drinks, accounting for 40% of the secondary consumption revenue. Product design based on experience scenarios: Cultural experience category: Intangible cultural heritage handicraft experience class (30-60 yuan), theme seal collection (free card paper provided, seals 2-5 yuan each), case: Xi 'an Tang Dynasty Ever-Bright City, launching 30-yuan Tang Dynasty makeup experience, 50-yuan shadow puppet making experience, participation rate over 30%. Interactive participation category: AR interactive photo taking (20 yuan per time), theme treasure hunt game (free participation, collect to exchange for small gifts), case: Shanghai Disneyland "Dream Passport" concept, purchase a passport for 70 yuan, and the stamp collection process guides visitors to explore the entire park.

Product design based on consumer psychology: Social currency category: Design affordable and distinctive goods suitable for taking photos and checking in. Case: Chongqing Hongyadong has launched "Magic Mountain City" themed beverages priced between 15 and 25 yuan. The cup designs are unique, and the photo rate reaches 70%. Practical commemorative category: Daily necessities that combine practicality and commemorative significance. Case: The Dunhuang Academy has developed cultural and creative stationery, silk scarves, bookmarks, etc. priced between 28 and 58 yuan. These products are highly practical and have a high repurchase rate. Product stratification based on consumption capacity: Basic version: affordable products that meet basic needs (under 20 yuan); Exquisite version: main products with better quality and design (20-50 yuan); Gift box version: set products suitable for gifting (50-100 yuan). Case: In the West Lake Scenic Area of Hangzhou, the same Longjing tea is available in 15-yuan experience packs, 38-yuan self-drinking packs and 88-yuan gift packs to meet different needs.

四、整合提升：構建可持續發展的業態生態系統，景區業態的持續活力來自有機的生態系統建設，需要長期培育與創新：

數字化賦能：建立景區消費大數據平臺，實時分析消費熱點、游客動線、產品偏好，指導業態調整與產品優化。利用小程序、APP等工具，實現線上預訂、智能推薦、會員積分等功能，提升消費便利性。

社區化運營：將景區商戶、員工、游客、周邊居民都納入“景區社區”，定期舉辦市集、節慶、創意比賽等活動，增強參與感與歸屬感。

可持續創新機制：設立“業態創新基金”，支持商戶產品研發；建立“游客評價體系”，將評價與商戶續約、場地調整掛鉤；每年更新20%-30%的業態，保持景區新鮮度。

案例借鑒：阿那亞的社區化運營，阿那亞通過構建完整的社區生態，實現二消收入占總收入70%以上：價值觀引領：以“人生可以更美”為價值觀，吸引同頻商戶與游客；內容持續生產：每年舉辦300+場文化活動，為商業提供持續流量；主理人文化：扶持各類主理人店鋪，形成獨特商業氣質；會員體系：通過會員制沉淀忠實客戶，復訪率達60%。

Iv. Integration and Enhancement: Building a Sustainable business Ecosystem. The continuous vitality of scenic area business comes from the construction of an organic ecosystem, which requires long-term cultivation and innovation.

Digital empowerment: Establish a big data platform for scenic area consumption to analyze consumption hotspots, tourist movement lines, and product preferences in real time, and guide the adjustment of business formats and product optimization. By using tools such as mini-programs and apps, functions like online booking, intelligent recommendation, and member points can be realized to enhance the convenience of consumption. Community-based operation: Incorporate merchants, employees, tourists and local residents in the scenic area into the "scenic area community", and regularly hold activities such as markets, festivals and creative competitions to enhance a sense of participation and belonging. Sustainable innovation mechanism: Establish a "Business Format Innovation Fund" to support merchants in product research and development; Establish a "tourist evaluation system" and link the evaluations with the renewal of merchants' contracts and the adjustment of venues. Update 20% to 30% of the business formats every year to maintain the freshness of the scenic area. Case study: Aranya's community-based operation. By building a complete community ecosystem, Aranya has achieved secondary consumption revenue accounting for over 70% of its total revenue. Value guidance: With the value of "Life can be more beautiful", it attracts like-minded merchants and tourists. Continuous content production: Over 300 cultural events are held each year, providing a steady stream of traffic for business. Manager culture: Support various manager stores to form a unique commercial atmosphere; Membership system: Loyal customers are retained through the membership system, with a repeat visit rate of 60%.

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