文旅案例 | 文商旅综合体：以商业策划铸就灵魂、品牌与差异性、构建项目多层次差异性

【友情提示】世界那么大，为防走散，请将AYS爱易设规划设计事务所加星标！关注爱易设，关注AYS规划设计事务所，点击上方名片-点右上角弹出菜单栏设为星标即可。

文商旅综合体——即融合文化体验、商业消费与旅游休闲的复合型空间——正成为城市更新与区域发展的重要载体。然而，众多项目陷入同质化竞争、文化内涵缺失或运营乏力的困境。究其根源，往往在于项目初期商业策划的薄弱或缺失。本文将从找魂、品牌塑造及差异性构建三个核心维度，系统阐述商业策划对于文商旅综合体的重要性及其必要性，旨在为项目的成功推进与可持续发展奠定坚实基石。商业策划是挖掘与锚定项目灵魂的基石，文商旅综合体的“魂”，是其区别于普通商业项目的根本所在，是项目承载的文化内核、精神价值与情感共鸣点。没有灵魂的项目，即便硬件出众，也难逃“千街一面”的苍白，无法形成持久吸引力。

一、商业策划在“找魂”过程中的核心作用在于：系统性文化挖掘与价值提炼：专业的商业策划首先始于对项目所在地域、历史、民俗、产业等文化资源的深度调研与梳理。这并非简单的元素堆砌，而是通过人类学、社会学与市场学的多维视角，识别出具有当代生命力、可转化、可体验的文化基因。例如，成都远洋太古里并非复建古建筑，而是通过对川西民居风格、巷里文化与现代时尚的策划融合，找到了“快慢结合、传统当代对话”的灵魂，使其成为城市文化客厅。

市场需求的精准洞察与灵魂契合：策划需在文化挖掘与市场需求间架设桥梁。项目的“魂”必须与目标客群——不仅是游客，更包括本地居民——的情感需求、价值认同产生深层连接。策划通过市场分析，明确客群画像，确保所塑造的“灵魂”具备市场感召力。如西安长安十二时辰主题街区，其策划精准抓住了当代年轻人对唐文化沉浸式体验的强烈兴趣，将盛唐气象转化为可参与、可拍照、可消费的时空场景，让文化之魂有了生动的载体。

战略定位的导航与贯穿：“魂”决定了项目的总体战略定位。商业策划将抽象的“魂”转化为具体的主题定位、业态组合、空间叙事与运营理念，确保从规划到运营的全过程一以贯之。缺乏策划，往往导致设计、招商、运营各环节脱节，灵魂流于口号。

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：商业策划是构建强大品牌认知的系统工程。文商旅综合体的品牌，是其灵魂的外化表达，是市场识别、价值承诺与情感连接的集中体现。一个成功的品牌能够降低消费者的选择成本，建立信任与期待，并产生溢价能力。

商业策划在品牌塑造中的系统性价值体现在：从灵魂到品牌叙事的转化：策划工作将项目的“魂”转化为完整的品牌故事、核心价值观与个性主张。这包括品牌名称、口号、视觉识别系统（VIS）以及完整的传播语境。例如，阿那亚从一片普通海滨地产发展为现象级文旅品牌，其策划核心在于成功构建了“关于美好生活的方式品牌”叙事，将孤独图书馆、礼堂等空间符号升华为精神地标，所有业态与活动都围绕此叙事展开，形成了强大的品牌磁场。

品牌体验的顶层设计：文商旅综合体的品牌最终由消费者的全程体验来定义。商业策划前瞻性地规划了品牌接触点体系：从外部交通导视、建筑界面，到内部动线、业态布局、服务流程、文化活动，直至数字互动与离场后连接。策划确保每一个触点都传递一致的品牌信息与价值感受，营造独特的“场域”氛围。

品牌资产的持续积累规划：商业策划不仅关注品牌从0到1的建立，更规划其长期发展路径。这包括IP的孵化与衍生（如自有文化IP、产品IP）、品牌联盟策略、危机管理预案以及基于用户数据资产的品牌迭代机制。策划使品牌成为一个可生长、可增值的有机体。在激烈的市场竞争中，缺乏系统品牌策划的项目，容易陷入“有设施无品牌”的境地，知名度与忠诚度难以建立，抗风险能力弱。强大的品牌是项目吸引优质商户、留住消费人才、实现资产增值的核心软实力。

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、差异性构建：商业策划是打造可持续竞争优势的蓝本。差异性决定了项目在区域乃至全国市场中的不可替代性。它源于灵魂的独特性与品牌表达的创新性，最终落地于可感知的产品、服务与体验。

商业策划是构建多层次差异性的关键：业态组合的创造性策动：摒弃传统商业的标准化业态配比，策划基于项目灵魂与目标客群，进行“文化+”、“旅游+”、“科技+”的跨界业态创新。它可能引入非遗工坊与策展型零售结合，打造在地农场与美食剧场联动，或是构建虚实融合的沉浸式剧情动线。策划的任务是创造独一无二的消费场景与体验序列，而非简单招商填铺。上海TX淮海的成功，正在于其策展型零售的精准策划，彻底打破了传统商场逻辑。

空间场景的叙事化营造：文商旅综合体的空间是最大的体验产品。商业策划主导空间的故事线设计，将文化元素、品牌叙事转化为建筑语言、景观节点、室内主题与艺术装置。它思考如何让空间本身“说话”，创造拍照点、记忆点与情感爆发点，实现空间价值的最大化。

内容与运营的持续创新引擎：差异性需要持续保鲜。商业策划在前期就为项目植入“内容引擎”和“活动日历”，规划常年不断的主题展览、演艺节庆、工作坊、市集等文化活动，使项目保持鲜活的话题性与吸引力。同时，策划设计灵活的运营机制，支持小众品牌孵化、快闪店实验等，保持前沿性与新鲜感。简单的硬件模仿极易被后来者超越。只有通过深度策划构建的，涵盖灵魂、品牌、业态、空间、运营等多维度的、系统性的差异化体系构筑坚实的竞争壁垒。

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 -

内容整理｜爱易设规划设计事务所、AYS爱易设

素材来源｜部分文案及图片来源于网络

文章声明｜文章及图片内容仅供参考，我们尊重原创和知识产权，所有转载或改编均会明确标注出处；若不慎侵犯了第三方权益，请立即联系我们，我们将尽快处理。

易老师联系方式：13717943868