文旅案例 | 文商旅綜合體：以商業策劃鑄就靈魂、品牌與差異性、構建項目多層次差異性

【友情提示】世界那么大，為防走散，請將AYS愛易設規劃設計事務所加星標！關注愛易設，關注AYS規劃設計事務所，點擊上方名片-點右上角彈出菜單欄設為星標即可。

文商旅綜合體——即融合文化體驗、商業消費與旅游休閑的復合型空間——正成為城市更新與區域發展的重要載體。然而，眾多項目陷入同質化競爭、文化內涵缺失或運營乏力的困境。究其根源，往往在于項目初期商業策劃的薄弱或缺失。本文將從找魂、品牌塑造及差異性構建三個核心維度，系統闡述商業策劃對于文商旅綜合體的重要性及其必要性，旨在為項目的成功推進與可持續發展奠定堅實基石。商業策劃是挖掘與錨定項目靈魂的基石，文商旅綜合體的“魂”，是其區別于普通商業項目的根本所在，是項目承載的文化內核、精神價值與情感共鳴點。沒有靈魂的項目，即便硬件出眾，也難逃“千街一面”的蒼白，無法形成持久吸引力。

一、商業策劃在“找魂”過程中的核心作用在于：系統性文化挖掘與價值提煉：專業的商業策劃首先始于對項目所在地域、歷史、民俗、產業等文化資源的深度調研與梳理。這并非簡單的元素堆砌，而是通過人類學、社會學與市場學的多維視角，識別出具有當代生命力、可轉化、可體驗的文化基因。例如，成都遠洋太古里并非復建古建筑，而是通過對川西民居風格、巷里文化與現代時尚的策劃融合，找到了“快慢結合、傳統當代對話”的靈魂，使其成為城市文化客廳。

市場需求的精準洞察與靈魂契合：策劃需在文化挖掘與市場需求間架設橋梁。項目的“魂”必須與目標客群——不僅是游客，更包括本地居民——的情感需求、價值認同產生深層連接。策劃通過市場分析，明確客群畫像，確保所塑造的“靈魂”具備市場感召力。如西安長安十二時辰主題街區，其策劃精準抓住了當代年輕人對唐文化沉浸式體驗的強烈興趣，將盛唐氣象轉化為可參與、可拍照、可消費的時空場景，讓文化之魂有了生動的載體。

戰略定位的導航與貫穿：“魂”決定了項目的總體戰略定位。商業策劃將抽象的“魂”轉化為具體的主題定位、業態組合、空間敘事與運營理念，確保從規劃到運營的全過程一以貫之。缺乏策劃，往往導致設計、招商、運營各環節脫節，靈魂流于口號。

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：商業策劃是構建強大品牌認知的系統工程。文商旅綜合體的品牌，是其靈魂的外化表達，是市場識別、價值承諾與情感連接的集中體現。一個成功的品牌能夠降低消費者的選擇成本，建立信任與期待，并產生溢價能力。

商業策劃在品牌塑造中的系統性價值體現在：從靈魂到品牌敘事的轉化：策劃工作將項目的“魂”轉化為完整的品牌故事、核心價值觀與個性主張。這包括品牌名稱、口號、視覺識別系統（VIS）以及完整的傳播語境。例如，阿那亞從一片普通海濱地產發展為現象級文旅品牌，其策劃核心在于成功構建了“關于美好生活的方式品牌”敘事，將孤獨圖書館、禮堂等空間符號升華為精神地標，所有業態與活動都圍繞此敘事展開，形成了強大的品牌磁場。

品牌體驗的頂層設計：文商旅綜合體的品牌最終由消費者的全程體驗來定義。商業策劃前瞻性地規劃了品牌接觸點體系：從外部交通導視、建筑界面，到內部動線、業態布局、服務流程、文化活動，直至數字互動與離場后連接。策劃確保每一個觸點都傳遞一致的品牌信息與價值感受，營造獨特的“場域”氛圍。

品牌資產的持續積累規劃：商業策劃不僅關注品牌從0到1的建立，更規劃其長期發展路徑。這包括IP的孵化與衍生（如自有文化IP、產品IP）、品牌聯盟策略、危機管理預案以及基于用戶數據資產的品牌迭代機制。策劃使品牌成為一個可生長、可增值的有機體。在激烈的市場競爭中，缺乏系統品牌策劃的項目，容易陷入“有設施無品牌”的境地，知名度與忠誠度難以建立，抗風險能力弱。強大的品牌是項目吸引優質商戶、留住消費人才、實現資產增值的核心軟實力。

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、差異性構建：商業策劃是打造可持續競爭優勢的藍本。差異性決定了項目在區域乃至全國市場中的不可替代性。它源于靈魂的獨特性與品牌表達的創新性，最終落地于可感知的產品、服務與體驗。

商業策劃是構建多層次差異性的關鍵：業態組合的創造性策動：摒棄傳統商業的標準化業態配比，策劃基于項目靈魂與目標客群，進行“文化+”、“旅游+”、“科技+”的跨界業態創新。它可能引入非遺工坊與策展型零售結合，打造在地農場與美食劇場聯動，或是構建虛實融合的沉浸式劇情動線。策劃的任務是創造獨一無二的消費場景與體驗序列，而非簡單招商填鋪。上海TX淮海的成功，正在于其策展型零售的精準策劃，徹底打破了傳統商場邏輯。

空間場景的敘事化營造：文商旅綜合體的空間是最大的體驗產品。商業策劃主導空間的故事線設計，將文化元素、品牌敘事轉化為建筑語言、景觀節點、室內主題與藝術裝置。它思考如何讓空間本身“說話”，創造拍照點、記憶點與情感爆發點，實現空間價值的最大化。

內容與運營的持續創新引擎：差異性需要持續保鮮。商業策劃在前期就為項目植入“內容引擎”和“活動日歷”，規劃常年不斷的主題展覽、演藝節慶、工作坊、市集等文化活動，使項目保持鮮活的話題性與吸引力。同時，策劃設計靈活的運營機制，支持小眾品牌孵化、快閃店實驗等，保持前沿性與新鮮感。簡單的硬件模仿極易被后來者超越。只有通過深度策劃構建的，涵蓋靈魂、品牌、業態、空間、運營等多維度的、系統性的差異化體系構筑堅實的競爭壁壘。

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.

- END -

內容整理｜愛易設規劃設計事務所、AYS愛易設

素材來源｜部分文案及圖片來源于網絡

文章聲明｜文章及圖片內容僅供參考，我們尊重原創和知識產權，所有轉載或改編均會明確標注出處；若不慎侵犯了第三方權益，請立即聯系我們，我們將盡快處理。

易老師聯系方式：13717943868