Research On The Business Model Optimization Of Haihunhouguo Heritage Park

With the in-depth development of the integration of culture and tourism,my country’s cultural tourism market will further expand,cultural tourism development has entered a new normal,and cultural tourism policies have good prospects.In the development of the tourism industry,“ heritage tourism ” has become a very important part.Innovative development in this area is also pushing the travel industry forward.Since its opening,Nanchang Han Dynasty Haihunhou Country Relics Park,its cultural heritage display,cultural experience,cultural and creative products and other sightseeing items have attracted tourists from all over the country to experience and play,and it has become a beautiful historical and cultural business card in Nanchang.Relevant academic research is mainly concentrated in the fields of archaeology,history and culture,site protection,cultural and creative product design and development,and there is still a lack of research on business models.In the process of researching heritage parks,it was discovered that New Era Heritage Parks no longer blindly emphasize heritage protection,but pay more attention to how to achieve high-quality development of heritage parks on the basis of protection.While obtaining economic benefits,they cannot abandon society.Benefit development.In the era of the Internet economy,many industries have integrated Internet technology,especially the tertiary industry,which is involved in many aspects,such as Internet + education,Internet + heritage parks,tourism,and some cultural industries.The popular model of "Internet +" is not limited to the tertiary industry,and it is slowly maturing in the primary and secondary industries.In the context of the integration of cultural and tourism development,Haihunhou Country Heritage Park should learn from the experience of domestic and foreign heritage park development,based on the actual development of the park,continuously optimize the business model,adhere to the protection,development and utilization of both protection,development and utilization,and pay attention to planning first.Make preparations for the construction of facilities,and at the same time,carefully consider the appropriate tourism formats inside and outside the park,and use Weibo,We Chat,Taobao,Douyin,Tencent,Youku,Ctrip,Lv Mama,Tongcheng Travel and other Internet platforms for brand promotion And product marketing,develop multi-level and multi-category cultural and creative products,rely on high-end science and technology,such as big data,artificial intelligence to build smart scenic spots,provide users with high-quality services,and make accurate descriptions of their requirements,through value discovery,value Create and transfer value,continuously upgrade and optimize resources,promote and transmit excellent traditional culture.This paper selects the optimization of the business model of the relic park of Haihunhou Kingdom as the research direction.Based on the theoretical basis of the relic park and business model,it compares and analyzes the business model of the domestic and foreign relic parks.At the same time,it focuses on the analysis of the successful examples of the business model of the Chinese relic park and proposes improvements.And suggestions for improving the management of the heritage park.Through this research,I hope to provide some references for the related theoretical research on the business model of the heritage park,and provide some suggestions for managers on how to effectively manage and operate the heritage park in practice.In order to make the research more rigorous and scientific,the practical and theoretical methods are integrated,and the theoretical methods are realized through the research of literature,etc.,and reliable theories are obtained.At the same time,the actual cases are analyzed,the case study method is adopted,and the society is used in practice.Survey.By analyzing the existing business model of the Haiyunhou Kingdom Relic Park,aiming at the existing problems,the business model optimization countermeasures are proposed.Based on the above research,the research conclusions of this article can provide some references for management practitioners:(1)Tell the story of Haiyunhou.Create Haiyunhou IP,including TV dramas,movies,animations,games,etc.,focusing on the past and present life of Haiyunhou,relying on the history and culture of the Han Dynasty to expand the popularity of Haiyunhou.(2)Promote with the help of new media.The establishment of the Weibo of Haiyunhou site is relatively short,the attention of fans is not very high,and the number of replies is relatively small.In order to increase attractiveness,it is necessary to explore more interesting topics and increase activity.Develop Haiyunhou APP,regularly publish Haiyunhou publicity documents and videos on Tencent,Youku,Douyin,Kuaishou,Bilibili and other APPs,invite groups and individuals to visit Haiyunhou,and record the experience of Haiyunhou play Experience and historical interesting events,three-dimensional display of the sea from multiple dimensions.At the same time,the official account established on the We Chat platform must release new content on time,based on the major historical and cultural excavations of Hai Hun Hou,the past and present life of Hai Hun Hou,and the history and culture of the Han Dynasty,to discover interesting and vivid copywriting,and integrate social culture.Hotspots,write innovative and interesting copywriting,encourage fans and netizens to forward it,and increase visibility.(3)Strengthen the development and construction of the Haiyunhou website,and enrich the content of the website from various aspects such as ticket booking,tourism services,cultural archaeology,research exchanges,official news,policies and regulations,planning and design.At the same time,the use of VR technology to build an online museum,so that the public can understand the Haihunhou Site Park and Han Dynasty culture in all aspects through the museum’s VR display.(4)Cooperate with well-known universities,primary and secondary schools to carry out research exchange activities.Regularly invite experts,scholars,and competent authorities to offer popular science knowledge propaganda and special lectures.The content mainly focuses on the daily life of Haihunhou,the history and culture of the Han Dynasty,and the excavation process.At the same time,it takes into account major archaeological excavations at home and abroad,and explores the historical and cultural value of Haihunhou,To build a research center for Han culture and encourage the public to join the ranks of protecting history and culture.Through the holding of academic forums,academic exchange meetings and other academic exchanges,more scholars will participate in the research of the Haihunhou ruins and expand the influence of Haihunhou ruins at home and abroad.Expand the age range of the affected population,describe the history of Haiyunhou in popular and interesting language,and write related knowledge of Haiyunhou into middle school history textbooks and elementary school Chinese textbooks.Improve public participation.(5)Focus on creating experience areas.On the basis of the exhibition of cultural relics,adding elements of the archaeological process,you can not only see the static cultural relics,but also understand the work of the archaeologists.Focusing on the restoration of the life scenes of the people in the Han Dynasty,combining science and technology,using virtual reality(VR)and other methods to display the cultural landscape and social style of the Western Han Dynasty,displaying the cultural life of the site in modules,innovating interesting interactive projects,and inviting tourists to participate in the experience of archaeology.Through various methods such as simulating archaeological scenes,interactive experience,and tourist interaction,the number of visitors is continuously expanded and the enthusiasm of visitors from home and abroad is stimulated.