万峰林文化旅游开发项目商业计划书

发布时间：2018-03-20 01:39

本文选题：万峰林景区　切入点：产品设计　出处：《华南理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：文化旅游是一个产业，它所涉及的面很广，并且它的关联度很高、能够带动全世界范围内的学习和模仿，综合来说，文化产业应该说是一种综合性产业，极具活力。据统计，在“十一五”期间，我国的旅游产业总收入占全国总收入的百分之十五，旅游行业就业人数达到了1300多万人，并且该行业的整体消费约占全社会总消费的百分之十。其中文化旅游以庞大的发展规模、丰富的文化蕴涵以及博大的文化底蕴享有旅游行业的最高荣誉，并成为文化产业的最具影响力的产品。作为一个国家AAAA级旅游景区，万峰林景区不断发展、日益成熟。2013年，在州市领导的指引下，万峰林景区将迎来新一波开发建设热潮，政府将斥巨资对景区进行“提档升级”，依靠当地文化底蕴和蕴含的丰富资源，着力打造文化旅游产业。因此，研究如何构建文化旅游产品，如何运营文化旅游项目，，以及如何有效进行营销推广以达到效果，对于万峰林景区的发展具有非常重要的战略意义。本文以贵州万峰林景区的文化旅游项目作为研究对象，在总结目前文化旅游项目商业计划研究成果，结合景区目前存在问题的基础上，对万峰林文化旅游项目进行改造设计，并且根据新的文化旅游项目进行营销推广策划，以及制定相关投资融资和财务计划。本文基于万峰林的特色，对文化旅游项目的产品、营销和财务进行了策划。产品方面包括文化生态旅游、商业圈改造、民族文化活动等；运营设计包括主要的运作项目建设、时间安排等，并确定了1年内完成改造计划的目标；营销推广包括定价、品牌推广计划和渠道促销发展计划，确定了文化旅游项目的目标似乎长定位；最后财务计划主要通过经济经济指标，获取项目的投资回收期、净现金流以及主要敏感因素。通过上述规划，力求保证项目的顺利实施，并为我国其他类似景区开发文化旅游项目提供理论依据和实践经验借鉴。
[Abstract]:Cultural tourism is an industry, it involves a wide range of areas, and it has a high degree of relevance, which can lead to learning and imitation throughout the world. In summary, the cultural industry should be said to be a comprehensive industry with great vitality. According to statistics, During the 11th Five-Year Plan period, the total income of China's tourism industry accounted for 15% of the country's total income, and the number of people employed in the tourism industry reached more than 13 million people. And the overall consumption of this industry accounts for about 10% of the total consumption of the whole society. Among them, cultural tourism enjoys the highest honor in the tourism industry with its huge scale of development, rich cultural implication and extensive cultural background. It has become the most influential product of the cultural industry. As a national AAAA class tourist attraction, the Wanfeng Forest Scenic area has been developing and maturing day by day. In 2013, under the guidance of the municipal leaders, Wanfeng Forest Scenic spot will usher in a new wave of development and construction upsurge. The government will spend a lot of money to upgrade the scenic spots, rely on the local cultural heritage and rich resources, focus on creating cultural tourism industry. Therefore, research on how to build cultural tourism products, how to operate cultural tourism projects, And how to carry on the marketing promotion to achieve the effect effectively, has the very important strategic significance for the development of Wanfeng Forest Scenic spot. This paper takes the cultural tourism project of Wanfeng Forest Scenic spot in Guizhou as the research object, summarizes the current research results of the cultural tourism project business plan, and combines the existing problems of the scenic spot, carries on the transformation design to the Wanfenglin cultural tourism project. And according to the new cultural tourism projects marketing planning, as well as related investment financing and financial planning. Based on the characteristics of Wan Fenglin, this paper plans the products, marketing and finance of cultural tourism projects. The products include cultural ecotourism, business circle transformation, national cultural activities, etc. The marketing promotion includes pricing, brand promotion plan and channel promotion development plan, and the goal of cultural tourism project seems to be long-term orientation. The final financial plan obtains the investment payback period, net cash flow and main sensitive factors of the project mainly through economic indicators. Through the above plan, we strive to ensure the smooth implementation of the project. It also provides theoretical basis and practical experience for the development of cultural tourism projects in other similar scenic spots in China.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G124;F592.7

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