文旅案例 | 品牌差异化塑造：从“定位”到“存在”的哲学转变、寻找无法复制的“文化原力”

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在文旅产业从“增量扩张”转向“存量深耕”的时代背景下，同质化已成为制约行业发展的核心痛点。千篇一律的仿古街区、标准化复制的度假村、概念雷同的田园综合体，正陷入低水平竞争的泥潭。真正的差异化不再局限于表层特色，而应成为贯穿品牌基因、精神表达、空间体验与运营系统的完整体系。

一、品牌搭建：从“定位”到“存在”的哲学转变。传统品牌定位理论在文旅领域日渐乏力，因为游客购买的不仅是一项服务，更是一段时空体验与身份认同。文旅品牌的差异化构建需完成三重超越：从功能描述到意义构建：普通品牌告诉人们“我是谁”，而卓越的文旅品牌则回答“在这里，你可以成为谁”。它不再满足于“高端度假村”“文化古镇”这类功能性标签，而是构建一个意义系统。如“青普文化行馆”不标榜硬件奢华，而是构建“回到原初的文化感知”这一价值主张，将品牌升华为一场文化寻根之旅。从项目品牌到目的地品牌：差异化品牌必须具备将单一项目转化为区域性目的地的能力。这意味着品牌需承担区域文化代言、体验标准定义、流量分配枢纽三重角色。例如，“阿那亚”早已超越楼盘名称，成为涵盖生活方式、文化艺术、社区精神的综合性目的地品牌，其影响力辐射整个渤海湾文旅格局。从单向传播到关系共建：文旅品牌的终极形态是一个“关系场域”，品牌与用户共同书写故事。这要求品牌保持适度的开放性与未完成状态，如日本“星野集团”旗下不同酒店虽风格迥异，但都共享“与自然共生”的品牌哲学，并鼓励住客参与生态保护，使品牌成为联结人与自然的媒介。

In the context of the cultural tourism industry shifting from "expansion by adding more" to "deepening the existing resources", homogeneity has become the core pain point restricting the industry's development. Uniform ancient-style districts, standardized replicated resorts, and conceptually similar rural complex projects are trapped in a low-level competition quagmire. True differentiation is no longer limited to superficial features but should become a complete system that runs through the brand's genes, spiritual expression, spatial experience, and operation system.

1. Brand Building: A Philosophical Transformation from "Positioning" to "Existence". The traditional brand positioning theory has become increasingly ineffective in the cultural tourism field, as what tourists purchase is not just a service, but also a temporal and spatial experience and identity recognition. The differentiation construction of cultural tourism brands needs to achieve three levels of transcendence: From functional description to meaning construction: Ordinary brands tell people "who I am", while outstanding cultural tourism brands answer "Here, you can become who you want to be". It no longer satisfies with functional labels like "high-end resort" or "cultural town", but builds a meaning system. For example, "Qingpu Cultural Residence" does not flaunt luxurious hardware, but builds the value proposition of "returning to the original cultural perception", elevating the brand to a cultural roots-seeking journey. From project brand to destination brand: Differentiated brands must have the ability to transform a single project into a regional destination. This means that the brand needs to undertake three roles: regional culture spokesperson, experience standard definition, and traffic distribution hub. For example, "Ananya" has already gone beyond the name of a real estate project and become a comprehensive destination brand covering lifestyle, culture, and community spirit, with its influence radiating throughout the cultural tourism pattern of the Bohai Bay. From one-way communication to relationship building: The ultimate form of cultural tourism brands is a "relationship field", where the brand and users jointly write stories. This requires the brand to maintain an appropriate degree of openness and unfinished state, such as the different hotels under the "Shinoya Group" in Japan, although their styles are distinct, they all share the brand philosophy of "living in harmony with nature", and encourage guests to participate in ecological protection, making the brand a medium connecting people and nature.

二、精神内核：寻找无法复制的“文化原力”。文旅项目的灵魂不在于建筑形态，而在于其承载的精神厚度。精神内核的差异化挖掘需遵循三个路径：

深掘地域文化DNA，超越符号挪用：真正差异化来源于对地域文化基因的深度解码，而非表面符号的拼贴。陕西“长安十二时辰”主题街区之所以成功，在于它没有停留在唐代建筑模仿，而是深入还原了盛唐时期市井生活的烟火气与社交仪式，让游客从“观看唐朝”变为“生活在唐朝”。构建现代性转译的“意义桥梁”：传统文化需通过现代语言转译才能引发共鸣。苏州“本色美术馆”每月举办的“本色东西桥市集”，将江南文人雅集传统转化为当代生活美学展演，既保留了“以物会友”的精神内核，又嫁接了现代设计、环保理念等新元素，构建了传统与当下的对话通道。塑造具有“道德高度”的价值主张：在价值观消费时代，文旅项目的精神内核应包含对时代命题的回应。云南“松赞酒店集团”通过“雪山下的村庄酒店”网络，不仅提供藏地风光体验，更构建了“保护性旅游”的完整伦理——雇佣本地员工、采购本地食材、收益反哺社区，使消费行为具备了文化保护与社区共生的道德正当性。

三、规划设计：从“空间生产”到“体验编剧”。空间是精神内核的物质载体，规划设计的差异化体现在将游客动线转化为情感曲线：

叙事性空间序列设计：差异化空间如一部精心编排的戏剧，拥有起承转合的节奏控制。上海“上生·新所”将百年哥伦比亚乡村俱乐部、孙科别墅与现代文创空间并置，游客在漫步中自然经历从历史怀旧到当代活力的情绪转换，空间序列本身即构成一部生动的城市更新叙事。多感官沉浸的“氛围系统”：顶级文旅项目擅长构建覆盖视觉、听觉、嗅觉、触觉的综合氛围系统。日本“轻井泽虹夕诺雅”在夏季营造“清凉感”时，不仅依靠自然树荫，更通过风铃脆响、溪流视觉引导、薄荷香气散布、麻质床品触感等多维度叠加，创造出无可替代的立体体验记忆点。“反标准化”的在地材料语法：真正的差异化拒绝工业化材料套用，转而发展基于当地物产的材料语言。莫干山“裸心谷”大量使用回收枕木、本地石材、竹编工艺，这些材料不仅环保，更携带了地域的温度与记忆，使建筑成为土地的自然生长物而非外来植入物。预留用户参与的“空白画布”：差异化规划懂得留白，为游客的创造性参与预留接口。成都“麓湖生态城”在社区规划中专门设置“漂浮公园”“荒野花园”等半野生态空间，居民可参与种植、搭建、改造，空间因此持续进化，始终保有新鲜感与归属感。

I. Core Spirit: Seek the unrepeatable "cultural power". The soul of a cultural tourism project does not lie in the architectural form, but in the depth of its spiritual content. The differentiated exploration of the core spirit should follow three paths:

Deeply explore the regional cultural DNA and go beyond symbol appropriation: True differentiation comes from the deep decoding of the regional cultural genes, rather than the patchwork of surface symbols. The success of the "Chang'an Twelve Hours" theme street in Shaanxi lies in its not remaining at the imitation of Tang Dynasty architecture, but deeply restoring the bustling atmosphere and social rituals of the prosperous Tang Dynasty, allowing tourists to shift from "watching the Tang Dynasty" to "living in the Tang Dynasty". Constructing a "meaning bridge" for modernization translation: Traditional culture needs to be translated through modern language to evoke resonance. The "Original Flavor Art Museum" in Suzhou holds the "Original Flavor East-West Bridge Market" every month, transforming the traditional gathering of literati and scholars in the Jiangnan region into a contemporary life aesthetics performance, preserving the core spirit of "getting together through objects" while integrating new elements such as modern design and environmental protection concepts, and constructing a dialogue channel between tradition and the present. Shaping a value proposition with "moral height": In the era of value consumption, the core spirit of cultural tourism projects should include responses to contemporary propositions.II. Planning and Design: From "Space Production" to "Experience Scriptwriting". Space is the material carrier of the core spirit. The differentiation of planning and design lies in transforming the tourist flow into an emotional curve:

Narrative space sequence design: Differentiated spaces are like a carefully arranged drama, possessing rhythm control with beginning, continuation, transition, and conclusion. Shanghai's "Shangsheng · Xinshou" combines the century-old Colombian rural club, Sun Ke Villa, and modern cultural spaces, allowing tourists to naturally experience the emotional transition from historical nostalgia to contemporary vitality as they stroll, and the space sequence itself constitutes a vivid urban renewal narrative. Multi-sensory immersive "atmosphere system": Top cultural tourism projects are skilled at constructing a comprehensive atmosphere system covering vision, hearing, smell, and touch. The "Ryokan Hotel" in Shikuzawa, Japan, when creating a "coolness" sensation in summer, not only relies on natural shade but also through the combination of wind chimes, visual guidance of the stream, the dispersion of mint aroma, and the touch of linen bedding, creates an irreplaceable three-dimensional experience memory point. "Anti-standardization" of local material grammar: True differentiation rejects the application of industrialized materials and instead develops a material language based on local products. The "Bareheart Valley" in Moganshan uses recycled sleepers, local stones, and bamboo weaving techniques extensively, these materials are not only environmentally friendly but also carry the temperature and memory of the region, making the building a natural growth of the land rather than an implanted foreign object. Reserving "blank canvas" for user participation: Differentiated planning knows how to leave blank spaces, providing interfaces for tourists' creative participation. Chengdu's "Luhu Ecological City" specifically sets up "floating parks" and "wilderness gardens" as semi-natural ecological spaces in the community planning, allowing residents to participate in planting, construction, and renovation, and the space thus continuously evolves, always maintaining freshness and a sense of belonging.

四、运营宣发：从“流量收割”到“关系培育”。差异化不仅在于建设期，更体现在持续的运营与传播中：

内容运营替代活动填充：同质化项目堆砌节庆活动，而差异化项目则构建可持续的内容生产体系。阿那亚的差异化运营核心在于将社区转化为文化内容发生器：业主论坛孕育出“深夜食堂”等创意，用户投稿构成《阿那亚》社区杂志素材，常态化举办的音乐节、戏剧节超越活动本身，成为持续产生话题的内容IP。社群分层与圈层引爆：差异化运营深谙“小众引领大众”的传播逻辑。初始阶段精准服务高势能圈层，如北京“檀谷”小镇首先吸引艺术家、设计师、学者等创意阶层入驻，通过他们产出高质量内容与口碑，自然吸引追随者，形成健康的圈层扩散生态。四季全时体验设计：破解文旅项目“旺季人满为患，淡季门可罗雀”的同质化困境，需构建四季差异体验。北海道“星野TOMAMU度假村”春季赏樱、夏季云海瑜伽、秋季红叶徒步、冬季雾冰平台与冰教堂，每个季节都有标志性体验，将气候劣势转化为特色，实现全年运营平衡。“分布式触点”传播网络：差异化宣发摒弃单一渠道轰炸，转而构建线上线下融合的触点网络。重庆“武隆归原小镇”将传播触点分布于：小红书民宿主理人深度体验、抖音自然声音ASMR视频、线下艺术驻地计划成果展、与高端户外品牌联名活动等，不同触点服务不同受众，共同拼出项目立体形象。数据驱动的个性化服务迭代：智慧化系统不应止于门票预约，而应深入体验优化。通过游客行为数据（动线热力图、停留时长、消费偏好）分析，发现非显性需求，动态调整服务。如某些度假村发现家庭游客傍晚集中于亲子餐厅后，顺势推出“星空故事会”服务，将痛点转化为记忆点。

五、超越差异化：构建文旅项目的“唯一性”。在激烈竞争的红海中，终极差异化在于构建项目的“唯一性”——那些无法被复制、迁移的核心要素：唯一性地理禀赋：如云南“松赞梅里山居”正对卡瓦格博雪山的无可替代视野；唯一性历史事件：如敦煌“东驿”酒店与莫高窟艺术宝库的时空毗邻关系；唯一性社区生态：如福建“厦地村”由艺术家、传统匠人、原住民共生的独特人文土壤；唯一性创始人烙印：如日本“Benesse House”深深烙印着福武总一郎“自然、艺术与建筑的共生”哲学。

III. Operations and Promotion: From "Traffic Harvesting" to "Relationship Cultivation". The differentiation lies not only in the initial construction phase but also in the continuous operation and dissemination:

Content operation replaces event filling: Homogeneous projects pile up festival activities, while differentiated projects build a sustainable content production system. The core of Ananya's differentiated operation lies in transforming the community into a cultural content generator: The owner forum gives birth to creative ideas like "Night Bistro", and user submissions form the materials for the "Ananya" community magazine. Regularly held music festivals and drama festivals go beyond the activities themselves and become content IPs that continuously generate topics. Community stratification and circle explosion: Differentiated operation deeply understands the communication logic of "minority leading the majority". In the initial stage, precise services are provided to high-potential circles, such as the "Tanggu" town in Beijing, which first attracted creative classes like artists, designers, and scholars, through them producing high-quality content and word-of-mouth, naturally attracting followers, forming a healthy circle diffusion ecosystem. Seasonal all-time experience design: To break the homogeneity of the "peak season overcrowded, off-season deserted" situation of tourism and cultural projects, it is necessary to build seasonal differentiated experiences. The "Starwood TOMAMU Resort" in Hokkaido offers spring cherry blossom viewing, summer cloud sea yoga, autumn red leaf hiking, winter fog ice platform and ice church experiences in each season, each season having a distinctive experience, transforming the climatic disadvantage into a feature, achieving a balanced operation throughout the year. "Distributed touchpoints" communication network: Differentiated promotion abandons single-channel bombardment and instead builds an online and offline integrated touchpoint network. The "Wulong Guiyuan Town" in Chongqing distributes communication touchpoints in: hosts' in-depth experience on Xiaohongshu， Douyin natural sound ASMR videos， offline art residency program results exhibition， and joint activities with high-end outdoor brands， etc. Different touchpoints serve different audiences， jointly creating the project's three-dimensional image. Data-driven personalized service iteration： The intelligent system should not stop at ticket reservation， but should delve into experience optimization. Through the analysis of visitor behavior data (flow heat map， stay duration， consumption preference)， non-obvious needs are discovered， and services are dynamically adjusted. For example， some resorts discovered that family tourists gather in the children's restaurant in the evening， and thus launched the "Star Sky Storytelling" service， transforming the pain point into a memory point.

IV. Beyond Differentiation： Building the "Uniqueness" of Tourism and Cultural Projects. In the fierce competition of the red sea， the ultimate differentiation lies in building the "uniqueness" of the project - those core elements that cannot be replicated or transferred： Unique geographical endowment： Such as the "Songzan Meili Mountain Residence" in Yunnan， with an irreplaceable view directly facing Kawa Gobo Snow Mountain； Unique historical events： Such as the "Dongyi" hotel in Dunhuang and the time-space proximity relationship with the Mogao Caves art treasure house； Unique community ecology： Such as the unique humanistic soil of Fujian "Xiaodi Village"， where artists， traditional artisans， and indigenous people coexist； Unique founder imprint： Such as the "Benesse House" in Japan， deeply imprinted with Fukuda Toshio's philosophy of "the symbiosis of nature， art and architecture".

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