I. Background
The ancient city of Ganzhou is located on the Wanrong River in Jishou City, the capital of Xiangxi Autonomous Prefecture, Hunan Province. Being at the core of Xiangxi tourism, it has convenient transportation and obvious location advantages.
Ganzhou is surrounded by mountains on all sides, with a basin in the middle, and Tianxing River and Wanrong River pass through, forming a trend of three places crossing Chen, which seems to be dry. The ancient city of Ganzhou has a long history, profound heritage, unique folk customs, numerous scenic spots and rich tourism resources. In terms of natural landscape, there are natural ecological landscapes such as "Wan Rongjiang Painting Boat" and "Nine Turtles Looking for Mother"; In terms of buildings and facilities, there are buildings with unique national characteristics such as ancient streets of bluestone slabs, ancient residential groups and Confucius temples. In terms of cultural activities, there are national heroes who resist foreign aggression, such as Yang, governor of Shaanxi and Gansu, Luo Rongguang, commander-in-chief of Pingjin, one of the four outstanding horse painters in China, and other national festivals, such as the "Spring Festival" tour on April 8 and witchcraft stunts. Among them, "Spring Festival" in Ganzhou is an intangible cultural heritage in Hunan Province, while "burning dragons" is a unique folk custom in the ancient city of Ganzhou, which has strong regional influence and tourist attraction.
Second, the planning ideas
Integrate, optimize and innovate all available resources, take culture as the soul, take folk experience tourism as the core, and take leisure vacation tourism and shopping tourism as the leading factors, and finally build Ganzhou ancient city into a mysterious cultural symbol of Xiangxi and a symbol of Xiangxi border town, and build it into a first-class well-known folk experience leisure resort with high taste, distinctive features and rich cultural connotations and a national cultural industry demonstration base.
Third, strategic objectives.
1, overall goal (20 1 1-2020)
The ancient city of Ganzhou will be built into a first-class tourist destination in the province, the most competitive traditional cultural industry in China and the most beautiful folk experience holiday resort, and it will be built into a 4A-level scenic spot and a national cultural industry demonstration base at the core of western Hunan.
2, stage development goals
Recently (20 1 1-20 12)
Focus on the construction of scenic spots and infrastructure, build a core starting area, and make the scenic spots take shape. Taking advantage of the characteristics of folk culture experience, the scenic spot will be integrated into the core tourist routes of Xiangxi.
Mid-term (20 13-20 15)
The ancient city of Ganzhou will be built into a "first-class tourist destination in the province", "4A-level tourist scenic spot" and a demonstration base of cultural industry in Hunan Province.
Forward (20 15-2020)
Become a "well-known domestic folk experience leisure resort" and a national cultural industry demonstration base.
Fourth, the development strategy steps
Recently (20 1 1-20 12)
Focus on the development of folk culture tourism resources, restore the original city walls and historical sites, focus on promoting "mysterious culture" and "leisure vacation", and take advantage of the Phoenix to gradually build a core scenic spot in Xiangxi with folk culture experience as the core, integrating leisure vacation, food and entertainment, tourism and shopping.
Mid-term (20 13-20 15)
Enrich the product system of scenic spots, create distinctive leisure, experience and holiday products, attract long-distance tourists, and create a first-class tourist destination in the province and well-known in central China through a large number of activities and publicity.
Forward (20 15-2020)
Further improve the tourism product system and service system, change sightseeing into leisure and holiday tourism, realize the improvement of tourism industry level, and become a well-known tourist scenic spot integrating folk experience and leisure and holiday in China.
Verb (abbreviation of verb) The overall layout and functional division of tourism development.
(A) layout concept-flying butterflies
From the map, Ganzhou scenic spot, which is carefully planned in the future, is like a beautiful butterfly that just broke out of its cocoon. It shed yesterday's gloomy shell, showing charming colors and light. Take folk culture as the soul, and with the help of the charming wings of folk experience and leisure vacation, dance around the jade belt condensed by thousands of waters to show the world the mysterious drunken state!
We take "flying butterflies" as the theme of the zoning layout of Ganzhou tourist area, which not only conforms to the actual terrain characteristics of Ganzhou tourist area after the planning, but also symbolizes that Ganzhou, an ancient area that has been silent for thousands of years, has broken into butterflies, showing the world the gorgeous transformation of rich ethnic customs, with profound connotations and rich meanings.
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(2) Functional zoning-one core, one river, six districts and four streets
The first core-core tourist area-is located in the middle of the ancient city, including core scenic spots such as Confucian Temple-Hujiatang-Jiaochangping-Sanmenkai.
A river-that is, the wind belt that melts the river for thousands of years-is a beautiful dress. Along the banks of Wanrong River, it is mainly located on the south bank of the river, including docks, leisure green spaces, waterfront squares, artificial beaches and water recreation projects.
Six areas-six functional areas:
The entrance comprehensive service area-the entrance to the west gate of the ancient city, including the tourist center, parking lot, leisure square, Yangjia ancestral temple, theme sculpture and other historical sites and attractions.
Folk custom exhibition area-the south of the ancient city, including Chenghuang Temple, Tianhou Palace, Shanghe Street, scenic spots and houses on both sides of the river.
Folk leisure resort-the northern part of the ancient city, including the houses and courtyards near Yang's former residence.
Fashion, food and entertainment area-the central area of the ancient city, including ancient money houses, primitive schools and surrounding houses.
The creative area of ethnic culture-the central area of the ancient city, including 100 workshops and characteristic commodity streets.
The traditional Miao village experience area-southwest of the ancient city, including Wang Miao and Tan Xuan.
Four streets-four theme streets:
Streets displaying national culture-Shanghe Street and Xiahe Street
Traditional Shops Street-Main Street (Jiefang Road)
Special dining and entertainment streets-Nanmen Lane and Beimen Lane (Beizheng Street)
Sixth, the overall image orientation of Ganzhou tourism.
(A) Ganzhou tourism image analysis (omitted)
(B) Ganzhou theme positioning
Ganzhou, a mysterious ancient city in western Hunan, is a "non-legacy" grand view of ancient scenic spots.
1, Xiangxi in my dream is colorful, mysterious and colorful. Ganzhou, the mysterious ancient city of Xiangxi, still retains its appearance thousands of years ago in the course of history, and has built a clean and authentic spiritual place for us with its pure and natural beauty that needs no carving.
2. Ganzhou is a gorgeous presentation of the mysterious image of western Hunan, and it is also a golden hall to display the intangible cultural heritage of Miao nationality. The mysterious ancient city of Ganzhou is like a beautiful folk custom grand view garden, with "non-legacy" wonderful flowers in full bloom and competing for beauty.
3. Taking the Xiangxi Intangible Cultural Heritage Park as an opportunity, this positioning concisely summarizes the characteristics of the ancient city of Ganzhou, focuses on the mysterious border town color and profound cultural charm of Ganzhou as the "Xiangxi cultural alchemy furnace", emphasizes the market exclusiveness, resource concentration and product difference of Ganzhou intangible cultural heritage, and fundamentally solves the problem of what Ganzhou is and what it should spread to people.
4. Walk into Ganzhou, stroll through the "Intangible Heritage" Grand View Garden, and have a panoramic view of the mysterious Xiangxi; Wash away the dust and customs, return to your hometown far away from your dreams, and indulge in the beautiful fairyland.
(C) Ganzhou image positioning
Phantom of the scenic spot, mysterious ancient city
1, charm, is an extreme temptation color and a deep psychological feeling that Ganzhou brings to tourists. In the fairyland of Xiangxi painted with clear water and green mountains, and in the legendary world of scenic spots, the ancient city of Ganzhou is like a mysterious phantom with a different style, which makes tourists from far away can't help approaching and people close to it reluctant to leave.
2. The charm of Ganzhou is not only reflected in the magical and beautiful natural landscape, but also in the historical relics precipitated by wind and rain, the rich ethnic customs and unique local scenery, and the splendid "Xiangxi Intangible Cultural Heritage Park".
3, mysterious charm, the ultimate embodiment. Ganzhou, decorated with the mysterious charm of "non-legacy", captures the hearts of thousands of tourists with charm, such as a lively flower outside the world of mortals, which makes people uneasy and relaxed.
4. "The Phantom of Miaojiang, the Mysterious Ancient City" conveys the core elements and unique highlights of the tourism resources of the ancient city of Ganzhou to tourists, which can arouse people's sincere yearning and beautiful imagination for the mysterious culture of Xiangxi, thus generating an urgent sense of expectation for visiting Ganzhou.
Seven, the overall planning of brand marketing
Brand marketing planning adopts the target marketing strategy of combining product, price and promotion, carries out all-round integrated communication by highlighting the theme, multiple perspectives, rich forms and four dimensions, carries out colorful festival marketing activities, gathers popularity through festivals and exhibitions, effectively attacks the target tourist market, promotes the overall promotion of Ganzhou tourism brand image and promotes the healthy development of scenic spots.
Eight. Conceptual planning of key tourism projects
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1, mysterious ancient rhyme dry could
By restoring the original monuments such as money houses, city walls, city gates, yamen, schools, traditional shops, folk customs and places, the long history, unique culture and mysterious customs of Ganzhou are displayed from the aspects of administration, military affairs, commerce, folk houses, religion and education.
Product composition: Ganzhou Ancient City Gate (West Gate), Jianxin Street, Ganzhou Guild Hall (Grand Old Yamen), Ganzhou School Field, Ancient City Wall, Strange Street in Ganzhou, Traditional Shop Street in Ganzhou (time-honored), Ancient City Water Street, Confucian Temple-Ganzhou Landscape Museum, Folk Film and Television Wedding Base, Celebrity Former Residence Exhibition Hall, Chen Quzhen Mansion.
2. Hujiatang Fashion Leisure Plaza
Product composition: Gu Jing Teahouse, Hujiatang Fashion Street, Hujiatang Charming Bar Group, Hujiatang Coffee Concept Store, Hujiatang Rare Antique Store and Landscape Zhaobi.
3. Zhengdong Street Cultural Building
Product composition: Youlan Mountain Villa, Station Cultural Square, Cultural Building, and Xieshan Street building with double eaves.
4. Shanghe Street Folk Grand View Garden
Product composition: Xiangxi Folk Culture Street, Chenghuang Temple, Camus Duigetai and Folk Art Museum.
5. Xiahe Street Wonderful Baijiafang
Product composition: ancient wine fragrance-wine culture exhibition area (brewing workshop, brewing equipment manufacturing workshop, folk restaurant, drunken Xiangxi wharf, etc.). ), the old workshop full of color-traditional handicraft workshop area (bamboo workshop, farm pastry workshop, etc.). ), traditional handicraft exhibition garden (water umbrella workshop, outdoor DIY handmade pottery bar creative workshop, creative market, hundred workshops, etc. ).
6. Wanrong River is on the playground.
Product composition: mobile stage on Wanrong River, sightseeing cruise ship on Wanrong River, beach bathing place, water rock climbing area, and splashing square.
7. Drunken Xiangxi Old Wharf on the Water
Product composition: pier cultural park, Ganzhou old pier, blacksmith pier theme sculpture, Wanronghe Dragon Boat Festival stand, "Impression of Xiangxi" series murals, and "Love Every Day" romantic trail.
8. The mysterious Wuwangzhai in Tan Xuan Bay.
Product composition: Wuwangzhai, Ladies Pool, Fantasy Miaojiang Performing Arts Center, Ancient Battlefield of the May 8th Uprising, Water Granary and "Miaojiale" Original Ecological Restaurant.