Commercial Cultural and Tourism Project Business Planning Program Case Study

Time:      |    Source:  JJTZ

Business planning for commercial culture and tourism projects is usually based on realistic conditions, research and analysis based on market demand, industry trends and regional characteristics and other factors, and through innovation and creativity, to help the client to systematically plan the project to produce the best results with minimal material input and maximum intellectual input, so as to make the project more advantageous and competitive, to improve the profitability and sustainability of the project, and to meet market and social demands.

Jianjing has undertaken the business planning of a commercial cultural tourism project, which is in the center of the local urban development and built along the coast with a large-scale Ferris wheel facility. The purpose of this article is to share our thoughts on business planning for commercial cultural and tourism projects.

The core and highlights of the commercial cultural tourism project business planning program are as follows.

(1) Conceptual innovation. By introducing new and unique concepts and themes, more consumer attention and interest can be attracted.

(2) Personalized/differentiated customization. In business planning, considering the individual needs of different consumer groups and providing customized products and services is a core element. This involves customization in terms of business choices, pricing strategies, environmental design, etc. to meet the differentiated needs of different consumers.

(3) Cultural promotion and heritage. Combine local cultural characteristics, historical inheritance, or natural environment to create unique themed commercial districts. Introduce local traditional crafts, folklore performances, cultural exhibitions, and other elements to provide authentic and in-depth cultural experiences.

The project's business planning program is divided into five sections.

I. Analysis of the project environment

Before the implementation of planning, the project environment research must be carried out, the research situation directly determines the success or failure of the industry planning. Project environment analysis is divided into urban environment analysis and regional environment analysis and project situation analysis.

(1) Urban environment analysis. Through a comprehensive analysis of factors such as the location of the urban area, traffic, economy, development planning and population, it provides basic data and a reference basis for project planning.

Urban location is a factor that cannot be ignored in project planning. It is important to consider whether the geographical location of the project is advantageous, such as whether it is close to transport hubs, commercial centers, or tourist attractions. This is conducive to the accessibility and attractiveness of the project, better attracting the target clientele and improving the competitiveness of the project.

Traffic condition is an important aspect that affects the development of the project. It includes the degree of perfection of transport facilities, road access, and the coverage of public transport. Good traffic conditions can provide convenient and fast travelling conditions, increase the project's traffic and passenger flow, and support the project's commercial operation and tourism attraction.

The economic situation is one of the bases for the success of the project. It is necessary to analyze the level of economic development and industrial structure of the city, understand the local economic strength and potential, and judge the commercial operation prospects and profitability of the project.

Development planning is also a key factor. Understanding the city's future development direction and the government's support policies for related industries will help the project fit in with the city's development.

Population is one of the factors to be considered comprehensively in project planning. Understanding the city's population size, structure and consumption capability will help determine the project's positioning and target clientele, as well as formulate appropriate marketing and business strategies to improve the project's commercial operation.

(2) Regional environmental analysis

To better understand the competition and potential opportunities in the area where the project is located, our company has conducted several field studies, and carefully observed and studied the projects in the neighboring areas. Through field research, we gained an in-depth understanding of the characteristics, scale, industry mix and operation mode of the neighboring and competing projects. At the same time, we observed the customer flow, consumption level, market positioning and customer feedback of these projects to understand the competition pattern and potential risks in the regional market. At the same time, we also actively look for gaps and opportunities in competing projects to provide differentiated and innovative ideas for project positioning and business planning.

(3) Project situation analysis

Finally, to comprehensively assess the strengths and weaknesses of the project, as well as the opportunities and threats to cope with the changes in the external environment, a SWOT analysis is conducted to gain insight into the project's own characteristics and potential problems.

Strengths. The project has a unique location, rich and diverse tourism resources, and unique cultural values. These strengths will support the project's ability to attract consumers and provide opportunities to create unique experiences.

Weaknesses. The project may also have weaknesses in terms of convenience, comfort, and lack of population support.

Opportunities. Through research and in-depth understanding of industry trends, the tourism market in the region has great potential and growing market demand. At the same time, there are industry gaps in the regional market. Reasonable market positioning and innovative industry planning can seize these opportunities to provide unique value and services to attract consumers with differentiation and innovation.

Threats. Factors such as market competition, solidified consumer habits, and economic fluctuations may have a negative impact on the development of a project. Uncertainties and challenges should be addressed by conducting a risk assessment of these potential threats and developing appropriate risk management strategies.

II. Project positioning

In the project positioning stage, we used a questionnaire survey of consumers in the local and neighboring cities, combined with the analysis of the project environment, to determine the project's positioning and target consumer groups. The questionnaire covered the consumers' travelling mode, travelling time, travelling purpose, consumption type and consumption demand.

In the survey we learnt that consumers prefer to use private cars or public transport when choosing their travel mode. They prefer to travel on weekends and holidays, with stress relief and relaxation as the main purpose of travelling. Consumers expect to feel relaxed, comfortable, and enjoyable in the project, and to create good memories with family and friends.

Secondly, we identified consumers' travelling consumption preferences. Among them, savoring food and natural scenery experience are dominant. Consumers' demand for commercial cultural tourism projects mainly includes catering, experiential entertainment, and parent-child activities. They expect projects to provide high-quality dining experiences, diverse attractions and parent-child cultural activities that are fun and educational in parallel.

Based on the above findings, we have positioned the project as a "one-stop" scenic experience project, integrating shopping, catering, entertainment, culture and art, parent-child activities, and natural scenery. The target consumers are children aged 5-15 and young people who like to explore and enjoy fashion trends. By providing unique thematic scenarios (Ferris wheel theme, parent-child theme, festival theme), exciting experiential entertainment (experiential dining, immersive sports, immersive entertainment), rich and varied cultural and artistic scenarios (local cuisine, city showroom, city library), as well as the ultimate fusion of mountain and sea views, the project aims to create a vibrant and attractive commercial and cultural tourism destination for consumers.

III. Project business planning program

The project's business planning follows the principles of clear positioning, functional integrity, and business relevance.

(1) Clear positioning: Through research and study, analyze the overall functional positioning of the project, the selection of target groups and the choice of project scale, so as to determine the positioning of the project.

(2) Functional integrity: the consumption concepts and environments of different regions vary greatly, so it is necessary to determine the main business forms of the project according to the surrounding environment of the project location.

(3) Relevance of the industry: ensure that the industry within the project can complement each other's functions, have clear functional characteristics, and can be integrated into a whole, so as to ensure the comfort and smoothness of the tour at the same time affecting the target group's length of stay and consumption of passenger unit price.

According to the principles of business planning, combined with the above project positioning and target consumer group positioning, the project's business can be further classified and layout planning.

IV. Economic analysis of the project

Projections and estimates of project costs include construction and renovation costs, equipment investment costs, marketing costs, human resource costs, raw materials and fuel and power costs. A detailed cost forecast provides an understanding of the capital investment required for the project and assesses its feasibility and rate of return.

The forecast and estimation of project income includes income projections from ticket sales, shop rentals, event income, car parking rentals and other aspects. Through market research and data analysis of similar projects, the potential income of the project can be reasonably predicted to measure the profit potential and earning capacity of the planning scheme.

By forecasting and analyzing the costs and project operating revenues, we comprehensively assess the economic feasibility of the planning scheme and provide a strong basis for the adjustment of the project planning scheme and decision-making.

V. Recommendations for the operational phase

The following recommendations are made for the operational phase of the project:

(1) Publicity diversion is positioned as differentiation. Through precise market positioning and targeted publicity strategies, the project's distinctive features and unique cultural values are highlighted to attract the attention of the target consumer group. At the same time, we make full use of social media, online and offline advertisements and other channels for publicity to showcase the project's uniqueness and actively interact with potential customers to enhance brand influence and reputation. In addition, it establishes co-operation with neighboring attractions and hotels to provide a package of transport + accommodation + amusement services to improve overall convenience and satisfaction.

(2) Achieving transport accessibility and convenience. Ensure that the project site has a convenient transport network and provides diversified choices of transport modes, including public transport and parking facilities, to facilitate the arrival of consumers. At the same time, optimize the traffic planning within the project to create a comfortable and convenient pedestrian zone, so that consumers can easily and freely flow through the commercial and cultural scene.

We have studied the planning of commercial cultural and tourism projects in depth and share our thoughts with you. We are committed to providing wisdom and experience for the success of commercial cultural tourism projects and believe that successful commercial cultural and tourism projects cannot be separated from well-planned formats. If you have any questions or needs about format planning, please feel free to contact us.