君山岛年度营销规划

君山岛景区年度营销规划NICETOMEET

YOU！DESIGNABOUTJUNSHANISLANDTHERE

IS

NO

HUSTLE

AND

BUSTLE

OF

THE

CITY,

ONLY

A

LEISURE

AND

QUIET本方案仅供内部参考，不用作任何商业用途#

ReportingSchemeCreatedIn

2025.YueYangChinaJUNSHANISLAND#

ReportingSchemeCreatedIn

2025.YueYangChinaProject

Context背景分析用户洞察&社会情绪模型Project

Advantages文旅趋势Project

Disadvantage1.12/401.

2景区资源价值转化分析Project

Disadvantage1.

31.1人群洞察&社会情绪模型/

Project

Analysis四大维度

八大情绪洞察自然联结文化联结我与世界WORDCONNECTIONS3/40我与他人WORDCONNECTIONS个人发展WORDCONNECTIONS自我身心WORDCONNECTIONS时代情绪情感关系社交互动个人成长个人成就身体可持续心理可持续1.

2文旅趋势/

Project

Analysis旅游正在从"流量导向"向"价值沉淀"转变游客不再满足于走马观花的拍照打卡而是倾向于深入历史语境、参与地方活动、理解城市文化的"慢旅行"模式Ruraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringingnewdevelopmentopportunitiestothecentralandwesternregions.本方案仅供内部参考，不用作任何商业用途5/401.

3

现状分析/

Project

Analysis资源类别现有开发现状转化不足点

优化方向

生态

君山银针、湿地、候鸟体验浅层工艺感知弱非遗工坊体验、茶美学空间风光洞庭湖、岛内植被功能单一未与活动结合生态艺术装置、自然疗愈场景人文柳毅传书、娥皇女英、古代诗词叙事陈旧，互动性弱情感沉浸剧场、IP剧情游戏1.

2

现状分析/

Project

Analysis问题所在PROJECT

DISADVANTAGSRuraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringingnewdevelopmentopportunitiestothecentralandwesternregions.传统叙事与当代需求脱节本方案仅供内部参考，不用作任何商业用途6/40资源价值转化不足和体验模式老化Insufficientpassenger

flow岛内资源未形成体验价值链营销传播未触达主力客群流量入口单一且体验碎片化#

ReportingSchemeCreatedIn

2025.YueYangChinaCollapse破局策略推导Businessmomentum

needs……Lifestyle

can……2.2

破圈策略2.17/40Lifestyle

can……2.3

项目定调2.1

策略推导

/

Project

Disadvantages君山岛生态景观和文化优势如何转化为核心竞争力Ruraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringingnewdevelopmentopportunitiestothecentralandwesternregions.本方案仅供内部参考，不用作任何商业用途2.2

破圈策略

/

Project

strategy用策展逻辑重构景区内容

Capture

the

uniqueness

of

the

landscape

and

cultureRuraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringingnewdevelopmentopportunitiestothecentralandwesternregions.9/40创意内容精准撬动悦己与疗愈的情绪价值CreativecontentPreciselytapintotheemotionalvalueofself-pleasureandhealing2.2

破圈策略/

Project

strategy本方案仅供内部参考，不用作任何商业用途10/40空间美学打造出圈社交货币将全岛看作一个动态艺术展厅SpatialaestheticsCreateasocialcurrencythatgoesviral2.3项目

定调/

Project

Positioning项目定调PROJECT

DISADVANTAGS自然之灵本方案仅供内部参考，不用作任何商业用途11/40核心IP灵气之岛Insufficientpassenger

flow人文之灵艺术之灵茶、竹、山、湖诗词、传说、故事、信仰景观、装置、内容#

ReportingSchemeCreatedIn

2025.YueYangChina执行路径ExecutionpathUpgradeofspatialaesthetics3.2

空间美学升级12/403.1Seasonalmarketingtheme3.3

四季营销主题Dailyin-depthexperienceUpgradeofcommercialformats3.5

商业业态升级3.4

日常深度体验Executionpath执行路径Marketingstrategy3.6

营销策略3.1

执行路径

/

Executionpath执行路径

PROJECT

DISADVANTAGSRuraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringingnewdevelopmentopportunitiestothecentralandwesternregions.13/40商业业态升级Insufficientpassenger

flow四季主题活动Insufficientpassenger

flow日常深度体验Insufficientpassenger

flow空间美学升级Insufficientpassenger

flowXXX增强粘性与复游场景化消费打造“出圈”视觉符号构建情绪化内容矩阵空间美学升级

打造出圈视觉符号"小而美"的沉浸式场景营造策略低成本、高共鸣固定场景设计+主题场景更替3.2

空间美学升级/

Upgradeofspatialaesthetics本方案仅供内部参考，不用作任何商业用途14/40主题场景更替

ThemescenereplacementRuraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.围绕景区几大固定点位特征，围绕“水、木、土”元素，随季节/活动进行主题化视觉点缀与氛围营造。「木」｜茶山、斑竹、树林「土」｜亭、廊、桥「水」｜观景台、水岸、同心湖「茶山上一朵漂浮的云」

Ruraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.主题场景更替

Themescenereplacement「疗愈之树」

Ruraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.主题场景更替

Themescenereplacement「天空之境」

Ruraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.本方案仅供内部参考，不用作任何商业用途18/40主题场景更替

Themescenereplacement「湖岸轮廓」

Ruraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.主题场景更替

Themescenereplacement「风的聚会」

Ruraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.主题场景更替

Themescenereplacement四季主题活动

构建情绪化内容矩阵核心体验场景轻量互动设计情绪价值强化传播记忆点3.3

四季主题活动/

SeasonalThemeactivities本方案仅供内部参考，不用作任何商业用途21/40Ruraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.核心体验场景Cultural

tone轻量互动设计Circle

setting游客共创叙事设计开放式环节，引导游客成为内容生产者。Circlefixing

as

acentral

tooland

long-termism场景Conception本方案仅供内部参考，不用作任何商业用途22/40体验Penetrate情绪Fission社交Conversion设计原则

Localization情绪价值强化Circle

setting传播记忆点Circle

setting固定玩法“一核多用”基础活动框架复用，主题包装切换四季情绪。Circlefixing

as

acentral

tooland

long-termism强符号情绪标签每季活动绑定1个核心情绪关键词。Circlefixing

as

acentral

tooland

long-termism低成本情感载体优先采用诗歌、音乐、肢体语言等高共鸣、低物料的形式。Circlefixing

as

acentral

tooland

long-termism3.3

四季主题活动/

SeasonalThemeactivities四季营销主题

SeasonalmarketingthemeRuraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.定调：诗意东方美学、治愈情绪价值01春·生机「踏春」——洞庭风物季Fishingmarket

opensinthe

spring02夏·诗意「纳凉」——仲夏诗会WatchingtheFishing

Fireon

a

Summer

Night03秋·生活「生活」——君山岛赏秋大会

HarvestingFishinLate

Autumn04冬·庆典「欢聚」——喜乐游园会Warm

WinteFish

Light3.3

四季主题活动/

SeasonalThemeactivities春（生机）——「洞庭风物季」

SpringvitalityRuraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.空间氛围：

春日生机（花卉、绿植装置）。核心内容：颂春+采春+造春3.3

四季主题活动/

SeasonalThemeactivities03造春——体验春日手作坊；采茶体验Tastethe

lakefood「洞庭风物季」——核心内容

Springvitality02迎春——互动水岸花船；悠游花街；花鸟鱼市Tastethe

lakefood01颂春——游艺快闪舞剧；花园歌会；花神巡游Tastethe

lakefood3.3

四季主题活动/

SeasonalThemeactivities夏（诗意）——「仲夏诗会」

Summer(Poetic)Ruraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.空间氛围：

让风景成诗（把诗歌融入公共景观）核心内容：诗歌公共游园｜寻诗计划｜音乐诗会｜诗歌游乐场诗歌具有低物料成本、强情绪穿透力的特点，轻量化设计，即可实现沉浸式体验3.3

四季主题活动/

SeasonalThemeactivities「仲夏诗会」——空间氛围

Summer(Poetic)Ruraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.结合景区内不同公共景观的特征，选取现代诗和描写景点的诗作为情绪载体，通过巧妙的设计将诗歌融入公共景观，营造“在诗意中散步”的整体氛围3.3

四季主题活动/

SeasonalThemeactivities「仲夏诗会」——诗歌藏宝图

Summer(Poetic)Ruraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.在景区内不同景点藏诗碎片，集齐指定数量碎片可兑换活动限定文创周边以君山岛相关诗词定制诗歌书签、诗歌冰箱贴等系列文创周边3.3

四季主题活动/

SeasonalThemeactivities「仲夏诗会」——诗歌游乐场

Summer(Poetic)Ruraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.诗歌涂鸦和拼贴计划岛屿回声亭3.3

四季主题活动/

SeasonalThemeactivities「仲夏诗会」——诗歌工作坊

Summer(Poetic)Ruraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.儿童诗歌工作坊诗歌疗愈工作坊3.3

四季主题活动/

SeasonalThemeactivities「仲夏诗会」——诗歌音乐会

Summer(Poetic)Ruraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.每周末主题音乐会3.3

四季主题活动/

SeasonalThemeactivities秋（生活）——「君山岛赏秋大会」

Autumn(Life)Ruraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.感官层——自然艺术场景化聚焦“自然艺术+生活疗愈”核心定位，整合事件营销、艺术共创与沉浸体验，打造君山岛秋季现象级IP互动层——全民共创轻参与精神层——秋日生活仪式感3.3

四季主题活动/

SeasonalThemeactivities空间氛围：自然艺术策展（大地艺术、秋色装置）赏秋景——空间氛围

Autumn(Life)Ruraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.3.3

四季主题活动/

SeasonalThemeactivities定制君山岛主题野餐垫，联动芦苇艺术节发起#君山岛叫你来赏秋#线上话题乘秋凉——#送岳阳人5000份野餐垫#事件营销

Autumn(Life)Ruraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.3.3

四季主题活动/

SeasonalThemeactivities音乐之趣——秋日音乐会享秋趣——核心体验

Autumn(Life)Ruraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.自然之趣——自然艺术体验丰收之趣——主题体验活动3.3

四季主题活动/

SeasonalThemeactivities选取景区内有特色的点位，如桥上/观景台/草坪等打造轻量化的演出场景，打造一场自然艺术共谋的生活实验音乐之趣——秋日音乐会

Autumn(Life)Ruraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.3.3

四季主题活动/

SeasonalThemeactivities自然疗愈体验自然之趣——自然艺术体验

Autumn(Life)Ruraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.40/40捡秋艺术共创自然音乐工作坊秋日手作工坊儿童自然美育3.3

四季主题活动/

SeasonalThemeactivities秋收卖场丰收之趣——主题体验活动

Autumn(Life)Ruraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.丰收游戏3.3

四季主题活动/

SeasonalThemeactivities冬（欢聚）——「暖冬游园会」

Winter(Gathering)Ruraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.视觉暖——新中式美学场景以“新中式美学+仪式感社交”为核心，打造集年味祈福、沉浸游艺、暖冬疗愈于一体的冬季破圈活动，为“灵气之岛”IP注入温暖人文内核体验暖——仪式感社交互动精神暖——祈福情感寄托3.3

四季主题活动/

SeasonalThemeactivities视觉暖——新中式美学场景

Winter(Gathering)Ruraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.基于景区内古风建筑的主体特色，通过“在地文化符号+现代设计语言”

重构视觉体系3.3

四季主题活动/

SeasonalThemeactivities暖冬有礼体验暖——仪式感社交互动

Winter(Gathering)Ruraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.暖艺工坊沉浸式情景剧演出游园通关文碟3.3

四季主题活动/

SeasonalThemeactivities辞旧迎新的希冀创意祈福仪式精神暖——祈福情感寄托

Winter(Gathering)Ruraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.45/403.3

四季主题活动/

SeasonalThemeactivities代际记忆联结君山全家福游客参与共创百福墙日常深度体验

增强粘性与复游游戏化体验体制用户共创内容可持续消费模式本方案仅供内部参考，不用作任何商业用途46/403.4

日常深度体验/

Dailyin-depthexperience设计四季主题藏宝图（地图+任务），串联核心景点与装置，完成打卡可兑换季节限定主题文创周边。君山岛藏宝图玩法

TreasureMapRuraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.3.4

日常深度体验/

Dailyin-depthexperience参与内容共创（如投稿摄影/诗歌/游记、参与工作坊、大地艺术等）可获得“岛民积分”。积累一定积分可认证为“君山岛荣誉岛民”，获得年度免费登岛资格及专属福利，培养核心用户社群。岛民身份证计划

IslanderIDCardSchemeRuraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.3.4

日常深度体验/

Dailyin-depthexperience商业业态升级

场景化消费场景升级体验升级文创开发本方案仅供内部参考，不用作任何商业用途49/403.5

商业业态升级/

Upgradeofcommercialformats主题策展型商业：现有商业进行场景+产品升级，契合景区季度活动主题场景升级

SceneupgradeRuraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.3.5

商业业态升级/

Upgradeofcommercialformats艺术快闪型商业：在主题活动期间以快闪形式引入与主题契合的轻餐饮、文创零售、手作体验等业态（如：诗会咖啡、秋收特产摊、新春手礼铺）游戏化消费路径：参与活动互动可赢消费折扣体验升级

ExperienceupgradeRuraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.3.5

商业业态升级/

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culturalandcreativeproductsRuraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.25/073.5

商业业态升级/

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UpgradeofcommercialformatsRuraltourism,healthtourism,culturaltourism,outdoortourism,redtourismandothersegmentedtourismmarketsaregraduallytakingshape,bringing

new

development

opportunities

to

the

central

and

western

regions.线上账号体系搭建Cultural

to