In recent years, national policies have vigorously promoted the development of big health industry, and Wuhan's successful declaration of free trade zone has provided an opportunity for the development of health industry. As a tourist hotspot in Wuhan, the Mulan scenic spot group in Huangpi area is still dominated by sightseeing, lacking in cultural leisure, and the health care industry in Wuhan and even the central region is still in a blank state.
Therefore, how to make use of the good resource advantages of Mulan scenic group, take the lead in raising the banner of health and wellness industry and build an international comprehensive health and wellness tourism destination is the reason and fundamental starting point for the development of this project.
I. Interpretation of Project Difficulties
Mulan scenic spot is a high-density and high-quality scenic spot cluster, but it is mainly for sightseeing, lacking cultural connotation and low per capita consumption. How to create high-quality leisure and holiday products and break the dilemma of short stay of tourists? How to make use of the advantages of well-known scenic spots to carry out differentiated development planning? How to improve the supporting facilities of Huangpi regional tourism and improve the service function to meet the growing market demand? These are the problems that need to be solved in this project.
From June 20 10 to June 20 10, relying on the resource conditions and location advantages of Mulan Kanggu, with the policy support and good development trend of healthy tourism, the project site is famous for the brand of "Mulan Jingqun", taking "Mulan Kanggu Health Cloud" as its own development feature, and introducing international and domestic health institutions.
(1) The combination of Mulan brand and non-legacy folk customs has created a distinctive theme culture.
It is planned to build a "legendary Mulan" tourism gathering area, and at the same time, huangpi district will build and promote the brand of "China Mulan Hometown, Four Seasons Huangpi Leisure". Therefore, Mulan brand is the most important cultural resource in the project area. In addition, Huangpi area is rich in intangible culture, especially food skills, folk art and folk dance. The unique Mulan culture combined with colorful non-legacy folk customs constitutes the core cultural axis of Mulan Kanggu project, which runs through the whole project planning.
Some intangible items in table 16-5- 1 Huangpi
(2) Based on the concept of "four in one", three planning strategies are put forward.
In order to explore the unique cultural background of the project site, integrate characteristic natural resources and create a new urbanization demonstration area, Lv Wen, Lv Wei established the planning concept of "four in one" of culture, ecology, form and business form, and put forward three planning strategies of industry, ecology and wisdom on this basis.
As for the industrial development strategy, it is characterized by the health industry, with the five dimensions of "nourishing the heart, nourishing the spirit, nourishing the nature, nourishing the heart and preserving health" as the core, vertically forming an integrated industrial chain of "research-production-marketing", horizontally integrating the industries of organic agriculture, processing industry, sports industry, tourism industry and financial industry, and highlighting the three characteristics of TCM health care, cultural health care and poetry and painting enjoyment.
On the ecological strategy, based on the theory of "ecological infrastructure" and sponge city, the comprehensive planning of water system, ecological agriculture, biodiversity and ecological architecture is carried out. We will build a big ecosystem. In terms of smart strategy, based on information technology, a cloud data platform is established to form convenient information technology applications for tourists and provide navigation, tour guides and tour guide services in Mulan Kanggu.
Industrial integration and development model of Mulan Kanggu
(3) Create a monopoly IP-Mulan Kanggu Health Cloud to achieve differentiated development.
In order to solve the problem of serious homogenization of tourism products and lack of innovative products in huangpi district, Lv Wei Tourism Company established a monopoly IP-Mulan Kanggu Health Cloud, which integrates modern medical care, sports health care, Chinese medicine health care, western medicine physical therapy, diet health care and cultural health care, and connects local and wide-area business, leisure, ecology, agriculture and other sectors with the concept of "cloud" (see figure16-5-
Combine the national health base construction standards, integrate natural resources and Mulan culture, create rich health experience products, create a large health base, and form a unique health IP with the help of tourism products;
Wide-area use of Internet intelligent system to build a healthy cloud platform, covering social, smart tourism, telemedicine and other projects. By building a health care system for all ages, we will build the core scenic spot of Huangpi Great Health Tourism Destination and the first town with health care characteristics in Wuhan.
Mulan Kanggu Healthy Yuntai