The formation of tourism products has achieved initial results in urban marketing: holding the "Winter Warm Sunshine Chengdu Year" activity, effectively integrating major scenic spots and important festivals in Chengdu and its surrounding areas, stimulating cultural tourism consumption, and effectively enhancing the image of the city; The global issuance of panda cards has promoted the comprehensive recovery of Chengdu tourism; Carry out online marketing (panda hometown network, Kuanzhai Lane platform, Sichuan information network and other major online media in Sichuan) and jointly promote and market Chengdu tourism with google; With the popularity of the panda brand becoming higher and higher, we have made every effort to build a panda hometown network, jointly released "The Way for Pandas to Go Home" with Disney, broadcasted a promotional video of Chengdu image all over the world, and continued to successfully hold panda festivals in Taiwan Province Province and Hongkong.
Efficient operation of all kinds of assets, preservation and appreciation of state-owned assets: Kuanzhai Lane historical and cultural protection zone built by Lv Wen Group has become an important scenic spot in Chengdu, with a total of 8.67 million visitors by the end of May 2009; Chengdu Lantern Festival has continuously achieved a substantial increase in income and the number of people watching lanterns; The brand of "Chengdu Year" has gradually matured; "Auspicious World" went out of Chengdu, and its theme song "Auspicious World" became the first complete program in Chengdu to be invited to participate in the Spring Festival Evening, and won the national audience's favorite program award. Now the national tour has begun.
"Chengdu cultural tourism": the golden signboard of Chengdu tourism
In June, 2008, one month after the Wenchuan earthquake, the historical and cultural block of Kuanzhai Lane was officially opened to welcome guests. At that time, it played a very positive role in restoring and enhancing the confidence of Sichuan tourism. Yin Jianhua Yin Jianhua, Party Secretary and Chairman of Chengdu Lv Wen Group, proudly said: "The Kuanzhai Lane built by Chengdu Lv Wen has strong Bashu cultural characteristics, integrating culture and commerce, and has the connotation of' Old Chengdu Film, New Town Living Room'." Yin Jianhua told reporters that at the beginning of its establishment in March 2007, Lv Wen Group decided to build a boutique tourism industry with creativity as the driving force and culture as the center of gravity. In the development and construction of tourism projects, product research and development characterized by creativity has always been regarded as the core competitiveness. "In terms of product research and development, it is our focus to dig deep into the connotation behind tourism resources. For example, in the development project of an ancient town, we don't just focus on its old buildings and old streets for construction and restoration. We pay more attention to systematically combing, excavating and protecting the historical and cultural resources of ancient towns, and then implant corresponding formats. The process of combing and excavating is to find the' soul' for the ancient town, that is, to accurately locate the ancient town. Because every town in every region has its distinctive cultural characteristics, culture is the soul of regional development. " 20 1 1 On April 28th, the first phase of the "Anren China Museum" was presented to the public for the first time, and at the same time, the concept of "One Hundred Years Anren Collects China" was introduced. According to reports, Anren Town, Dayi County has 27 mansions, including Liu Manor Museum, which condenses the century-old history of the ancient town. Chengdu Lv Wen has grasped this most important feature, and let people feel the century-old China through the century-old Anren. On 20th11May14th, China Cultural Relics Society officially awarded the title of "China Cultural Relics Protection Demonstration Town" to Anren Town of Dayi. This is another national title that Anren ushered in after being awarded the only title of "Hometown of China Museums" by the Chinese Museum Society from June 5438 to February 2009. Peng Qingyun, former deputy director of National Cultural Heritage Administration and president of China Cultural Relics Society, former consultant of National Cultural Heritage Administration and honorary president of China Cultural Relics Society, Zhu Xiaonan, deputy director of Sichuan Cultural Relics Bureau, Yan 'an, secretary of Dayi County Party Committee, Chen, deputy secretary of the county party committee and county magistrate, and secretary and chairman of Chengdu Group attended the awarding ceremony.
By the end of 20 1 1, the second phase of the project will be started, and other supporting facilities such as trams will be launched one after another, including the Fengqing Street in the Republic of China. By 20 14, there are hundreds of museums in Anren China Museum Town, and the Old Street Mansion and the newly added museums complement each other. In addition, within the scope of the whole project 15 square kilometer, facilities will be provided according to the international standards of excellent tourist towns, including accommodation, commerce, transportation and tourism. By then, it will bring visitors a world-class China museum group. "On the other hand, we also pay attention to brand promotion, implement the strategy of" grasping resources with one hand and grasping the market with the other ",integrate and reserve a large number of high-quality resources, and carry out rich marketing activities. We position ourselves in the modern service industry, and its value will eventually fall on the brand. When we talk about high-end and high-end industries, we are actually pursuing the two ends of the smile curve, one end is product research and development, and the other end is brand. This is also the characteristic of our cultural travel. " Yin Jianhua said that after more than four years' efforts, the brand "Chengdu Lv Wen" has gradually become a business card for cultural tourism in Chengdu.