文旅案例 | 票根经济：从“价值枢纽”到“消费生态”、连接千店百业的“万能钥匙”

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一、引言 | 一张票根的“价值觉醒”

2026年春节，一句“看完电影，票根别扔”的提醒悄然走红网络。在北京凤凰汇，看完《镖人：风起大漠》的观众凭票根购买同名漫画可享立减优惠，周边涮肉店等位桌数因此增加三四十桌。在福建东山岛，游客的动车票、机票、高速过路费凭证化身消费通行证，带动超90家商家参与、惠及游客超5000人次。在青岛，“一张电影票根游青岛”小程序上线，参与商户从200余家迅速增至700余家。这些看似微小的变化，折射出一个深刻的产业趋势：过去用完即弃的票根，正在成为串联餐饮、旅游、零售、住宿的“价值枢纽”。票根经济的兴起，既是文旅深度融合的必然产物，也是消费升级与政策创新共同催生的时代现象。

二、票根经济 | 内涵界定与发展脉络概念厘定：从“票证”到“经济”的价值跃迁。票根经济，广义而言是指以各类票证（电影票、景区门票、赛事凭证、交通票据等）为媒介，通过跨业态的权益联动与消费闭环，撬动更大范围消费需求的经济形态。其核心逻辑是“一点消费、多点优惠，互送流量、做大总量”，通过一张票根将分散的消费场景串联成网，实现流量共享与价值倍增。中国艺术研究院电影电视研究所副所长孙承健指出，电影已经成为文化娱乐复合体的一个价值策源地和核心驱动引擎。这一判断同样适用于更广义的票根——票根不再是消费的终点，而是新消费的起点；不再是单一的凭证，而是连接千店百业的“万能钥匙”。 发展脉络：从市场自发到政策驱动。票根经济的演进大致经历了三个阶段。第一阶段为市场自发期，商家基于引流需求推出凭票根打折活动，呈现零散化、随机化特征。第二阶段为场景联动期以“电影+餐饮”“演出+住宿”等二元联动为主，票根的“价值枢纽”功能开始显现。第三阶段为政策驱动期，即2026年以来的现状。2026年被确定为“电影经济促进年”，国家电影局、商务部联合公布全国16个“电影+”消费综合试点城市名单。在地方层面，贵州出台《促进“票根经济”发展工作方案》，明确建成覆盖全省的实名票根运营体系，票根联盟成员单位目标突破2000家。福建漳州以“政府引导、企业自愿、市场运作”原则，在旅游目的地、演艺剧场、足球赛场三大场景同步推进票根经济试验。政策驱动使票根经济从“可选项”变为“必选项”，从“点状探索”进入“系统构建”新阶段。

Conceptual Definition: The Value Shift from "Tickets" to "Economy". Ticket-based economy, in a broad sense, refers to an economic form that uses various types of tickets (such as movie tickets, scenic spot tickets, event vouchers, transportation tickets, etc.) as a medium, through cross-industry rights linkage and consumption loops, to stimulate larger-scale consumer demand. Its core logic is "one consumption, multiple discounts, mutual flow sharing, and expanding the total volume". Through a single ticket, scattered consumption scenarios are connected into a network, achieving traffic sharing and value multiplication. Sun Chengjian, the deputy director of the Film and Television Research Institute of the Chinese Academy of Arts, pointed out that movies have become a value source and core driving engine of the cultural and entertainment complex. This judgment also applies to the broader concept of ticketing - tickets are no longer the end point of consumption, but the starting point of new consumption; they are no longer a single voucher, but a "universal key" connecting thousands of stores and industries.

Development Timeline: From Market Spontaneity to Policy-driven. The evolution of ticket-based economy roughly went through three stages. The first stage was the spontaneous market period, when merchants launched discount activities based on the need for traffic diversion, presenting a scattered and random characteristic. The second stage was the scene linkage period, mainly featuring binary linkages such as "movie + dining" and "performance + accommodation", and the "value hub" function of tickets began to emerge. The third stage was the policy-driven period, that is, since 2026. 2026 was designated as the "Year of Promoting the Film Economy", and the National Film Administration and the Ministry of Commerce jointly announced the list of 16 "Film +" consumption comprehensive pilot cities across the country. At the local level, Guizhou issued the "Work Plan for Promoting the Development of 'Ticket Economy'", clearly stating the goal of establishing a real-name ticketing operation system covering the entire province, and the target of ticketing alliance member units exceeded 2,000. In Zhangzhou, Fujian Province, following the principle of "government guidance, enterprise voluntariness, and market operation", ticket-based economy experiments were simultaneously promoted in three scenarios: tourist destinations, performance venues, and football stadiums. Policy-driven transformed ticket-based economy from an "optional choice" to a "mandatory choice", and entered a new stage of "point exploration" into "system construction".

三、2026年票根经济 | 发展趋势从单一票证到多元票根：票种扩容与场景拓展。2026年票根经济最显著的变化是票种的大幅扩容。贵州方案明确将票根划分为“五类主票根”：景区门票、商业演艺门票、节庆赛事凭证、交通票根、旅居纪念票。这一分类标志着票根经济已超越最初的“电影票根”范畴，进入全场景覆盖的新阶段。在福建漳州，试验田布局在三个不同场景：旅游目的地东山岛以交通票根撬动消费；侨芗剧场以演艺票根联动药膳坊、跨境体验店；“漳超”足球赛以9.9元球票覆盖全城14家A级景区及32家联盟商户。在青岛，“登机牌换影票”活动实现航空与电影的跨界联动。票种越丰富，联动场景越多元，票根经济的“网络效应”越显著。 从消费联动到生态构建：产业逻辑的根本跃迁。票根经济的深层价值不止于短期消费拉动，更在于推动产业逻辑从“单点突破”向“生态构建”转型。青岛入选全国“电影+”消费综合试点城市的经验颇具启示：试点周期3年，聚焦培育观影消费增量、推动影院消费升级、创新电影衍生消费五大任务，推动电影产业从“硬件建设”向“生态构建”转型，从“青岛造”向“青岛+”跃迁。这种转型意味着，票根经济不再是营销层面的“锦上添花”，而是产业生态重构的“核心引擎”。依托东方影都40个国际标准摄影棚、《流浪地球》系列等头部作品积累的产业根基，青岛将电影产能优势转化为消费增长优势，让光影热度真正浸润城市烟火。 从市场自发到政策引领：制度红利的持续释放。2026年票根经济的爆发式增长，离不开顶层设计的强力推动。国家层面，“2026电影经济促进年”启动，全国16个试点城市获得政策与资金倾斜。地方层面，贵州提出“四个统一”筑牢发展基础：组建联盟实现统一标准管理，整合平台打造统一兑现渠道，建设全省统一票根数据库，联合金融机构推出统一聚合支付产品。政府角色正从“发券方”向“牵线人”转变。漳州模式的核心特点是“不设财政补贴，全靠企业自愿让利”，政府只负责搭建平台、整合资源，将球场热度转化为消费增量的主体是市场主体。这种“政府搭台、企业唱戏”的机制创新，既避免了财政补贴的不可持续性，又激发了商家的内生动力。

From a single ticket to multiple vouchers: Expansion of ticket types and expansion of scenarios. The most significant change in the voucher economy in 2026 is the substantial expansion of ticket types. The Guizhou plan clearly divides vouchers into "five main types of vouchers": scenic spot tickets, commercial performance tickets, festival and event certificates, transportation vouchers, and travel and residence commemorative tickets. This classification marks that the voucher economy has transcended the initial "movie ticket voucher" category and entered a new stage of full-scenario coverage. In Zhangzhou, Fujian Province, the experimental field is located in three different scenarios: Dongshan Island, a tourist destination, uses transportation vouchers to drive consumption; the Qiaoxiang Theater uses performance vouchers to link the herbal medicine workshop and cross-border experience store; the "Zhangchao" football match uses a 9.9 yuan ticket to cover 14 A-level scenic spots and 32 alliance merchants throughout the city. In Qingdao, the "air ticket exchange for movie tickets" activity realizes cross-border linkage between aviation and movies. The richer the ticket types, the more diverse the linked scenarios, and the more significant the "network effect" of the voucher economy.

From consumption linkage to ecosystem construction: The fundamental leap of the industrial logic. The deeper value of the voucher economy goes beyond short-term consumption stimulation; it lies in promoting the transformation of the industrial logic from "single-point breakthrough" to "ecosystem construction". The experience of Qingdao being selected as a national "movie +" consumption comprehensive pilot city is quite enlightening: The pilot period is three years, focusing on cultivating incremental movie consumption, promoting cinema consumption upgrading, innovating film derivative consumption, and promoting the transformation of the film industry from "hardware construction" to "ecosystem construction", and from "Qingdao-made" to "Qingdao+" transformation. This transformation means that the voucher economy is no longer just "a decorative touch" at the marketing level, but the "core engine" of industrial ecosystem reconstruction. Relying on the 40 international standard film studios of Dongfangyingdu and the accumulation of leading works such as "The Wandering Earth" series, Qingdao will transform its film production advantages into consumption growth advantages, allowing the heat of light and shadow to truly permeate the urban hustle and bustle.

From market spontaneity to policy leadership: The continuous release of institutional benefits. The explosive growth of the voucher economy in 2026 is inseparable from the strong promotion of top-level design. At the national level, the "2026 Film Economy Promotion Year" was launched, and 16 pilot cities across the country received policy and financial support. At the local level, Guizhou proposed "four unifications" to lay a solid foundation for development: forming alliances to achieve unified standard management, integrating platforms to create a unified settlement channel, building a provincial unified voucher database, and jointly launching unified aggregation payment products with financial institutions. The role of the government is shifting from "issuing voucher party" to "mediator". The core feature of the Zhangzhou model is "no fiscal subsidies, relying entirely on enterprises' voluntary concessions", and the government only needs to be responsible for building the platform and integrating resources, while the main body that transforms the heat of the stadium into an increase in consumption is the market entities. This "government platform, enterprises perform" mechanism innovation avoids the unsustainability of fiscal subsidies and stimulates the internal motivation of businesses.

四、典型案例剖析 | 票根经济的三种创新模式福建漳州：交通票根撬动全域消费。2026年春节期间，东山县推出“票根经济陪您过大年”活动，将游客的动车票、机票、高速过路费凭证直接转化为消费通行证。活动共吸引超90家商家参与，发放消费券超3万张，优惠金额12万元，带动消费超100万元。这一模式的创新在于“降维”——不依赖演唱会、赛事等超级IP，而是以人人皆有的交通票根为入口，让普通游客也能享受票根红利。正如东山县商务局局长杨莉娜所言，“票根把交通出行和吃住游购娱串联起来，为春节文旅注入了新活力”。对于缺乏大型演艺资源的城市而言，交通票根模式提供了可复制的范本。 山东青岛：电影票根激活城市消费。作为联合国教科文组织授予的中国唯一“电影之都”，青岛的票根经济实践更具产业纵深。2026年春节期间，青岛启动“一张电影票根 畅享冬韵青岛”系列活动，市民游客凭电影票根通过小程序上传验证后，即可在700余家商户享受专属优惠。更值得关注的是“电影+文旅”的深度融合。作为《飞驰人生3》重要拍摄地，青岛东方影都摄影棚、流亭机场特技场景等成为影迷打卡热点，来自河南、潍坊等地的影迷专程前来“追影”。青岛还整合推出“跟着电影游青岛”特色线路，打造《封神》西岐城置景体验区、《蛟龙行动》实景片场红色研学基地等场景。在这里，票根不仅是优惠凭证，更是连接银幕叙事与城市记忆的情感纽带。 贵州：全省统筹的系统化探索。贵州方案的独特性在于“系统化”。省级层面出台专项工作方案，明确2026年建成覆盖全省的实名票根运营体系，票根联盟成员突破2000家。围绕“五类主票根”，贵州推出多元化“票根+”产品：凭5A级景区门票可享其他国有A级景区5折优惠，商业演艺票根可兑换住宿商超优惠，交通票根对应吃住行游购娱专属套餐。这种全省“一盘棋”的统筹模式，有效破解了票根经济“一地一策、互不相通”的碎片化困境。通过统一票根数据库、统一聚合支付产品，贵州正在形成“支付—开票—数据—服务”的完整闭环，为票根经济的规模化、可持续运营奠定了制度基础。

Zhangzhou, Fujian Province: Transportation Tickets Spark Consumption Across the Region. During the Spring Festival in 2026, Dongshan County launched the "Ticket Root Economy to Accompany You During the Spring Festival" campaign, converting tourists' train tickets, air tickets, and highway toll receipts directly into consumption passes. The campaign attracted over 90 businesses to participate, distributing over 30,000 consumption vouchers with a total value of 120,000 yuan, and driving consumption of over 1 million yuan. The innovation of this model lies in "reduction in dimension" - it does not rely on super IPs such as concerts and events, but uses the ubiquitous transportation ticket roots as an entry point to allow ordinary tourists to enjoy the benefits of ticket roots. As Dongshan County's Commerce Bureau Director Yang Lina said, "Ticket Roots connect transportation, accommodation, tourism, shopping, and entertainment, injecting new vitality into the Spring Festival tourism and culture." For cities lacking large-scale entertainment resources, the ticket root model provides a replicable template.

Qingdao, Shandong Province: Movie Tickets Spark Urban Consumption. As the only "Film Capital" awarded by UNESCO, Qingdao's ticket root economic practice has a deeper industrial depth. During the Spring Festival in 2026, Qingdao launched the "One Movie Ticket Root, Enjoy the Winter Charm of Qingdao" series of activities. Citizens and tourists could enjoy exclusive discounts at over 700 merchants by uploading and verifying their movie ticket roots through a mini-program. What is more notable is the deep integration of "film + culture tourism". As an important filming location for "Flying Man 3", Qingdao's Eastern Film City Studio and Liuting Airport stunt scenes have become popular spots for film fans. Film fans from Henan, Weifang and other places came specifically to "follow the film". Qingdao also integrated and launched "Touring Qingdao with Movies" special routes, creating scenes such as the "Seaside City Set Scenery Experience Area of "The Legend of King Fu" and the "Red Study Base of "The Dragon Warrior Operation"." Here, ticket roots are not only discount vouchers, but also an emotional bond connecting the screen narrative and urban memory.

Guizhou: Systematic Exploration on a Provincial Scale. The uniqueness of the Guizhou plan lies in "systematization". The provincial level has issued a special work plan, clearly stating that by 2026, a real-name ticket root operation system covering the entire province will be established, with the number of ticket root alliance members exceeding 2,000. Around the "five types of main ticket roots", Guizhou has launched diversified "ticket root +" products: with a 5A-level scenic area ticket, one can enjoy a 50% discount at other state-owned A-level scenic areas, commercial performance ticket roots can be exchanged for accommodation and supermarket discounts, and transportation ticket roots correspond to exclusive packages for accommodation, travel, sightseeing, shopping, entertainment. This provincial-level "one chessboard" coordination model effectively solves the fragmented dilemma of ticket root economy "one policy per region, no interconnection". Through a unified ticket root database, unified aggregation payment products, Guizhou is forming a complete closed loop of "payment - invoicing - data - service", laying the institutional foundation for the large-scale and sustainable operation of ticket root economy.

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