君山岛景区年度营销规划方案

Reporting Schemefue怡ngCreated In 2025.ChinaJUNSHANISLAND君山岛景区年度营销规戌划方案NICE TO MEET YOU!DESIGN ABOUTJUNSHAN ISLANDTHERE IS NO HUSTLE AND BUSTLE OF THE CHY,ONLY A LEISURE AND QUIET本方案收供内部参考，不用作狂何商业途REPORTING SCHEMEReporting Schemeue怡ngCreated In 2025.China01Project Context背景分析1.1用户洞察&社会情绪模型Project Advantages1.2文旅趋势Project Disadvantage1.3景区资源价值转化分析Project Disadvantage幽2/401.1人群洞察&社会情绪模型/Project Analysis●●●四大维度八大情绪洞察时代情我与我与个人自我世界他人发展身心WORD CONNECTIONSWORD CONNECTIONSNORD CONNECTIONSNORD CONNECTIONS自然联结情感关系个人成长身体可持续文化联结社交互动个人成就心理可持续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附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10份钟慢人20分钟慢人一天慢人一周慢人一月慢人一年慢人并手冲咖啡#公园20分钟路亚#景德镇学陶艺井旅居#我的小院23年相关搜案同比增长近90天年相关搜素环比增长23年相关度素同比增长23年相关瘦素同比增长23年相关搜案同比增长23年相关搜率同增长23,42%457450%114%402.83%124.42%119.74%1.3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、P剧情游戏Rural tourism,health tourism,altural tourism outdoor tourism red tourism andother segmented tourism markets are gradually taking shape,bringing newdevelopment opportunities to the central and western regions.1.2现状分析/Project Analysis●●0问题所在PROJECT DISADVANTAGS资源价值转化不足和休验模式老化传统叙事与当Insufficient passenger代需求脱节流量入口单且体验碎片化岛内资源未形成体验价值链营销传播未触达主力客群Rural tourism health tourism,cultural tourism outdoor tourism,red tourism andother segmented tourism markets are gradually taking shape bringing newdevelopment opportunities to the central and western regions.