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Hanyang Cultural and Creative Park，Also known as No. 1 Guibei Road、824 Creative Factory、“Made in Hanyang” Art District，Located at the foot of Guishan Mountain in Wuhan，Wuhan Three Towns Center，Where the two rivers meet，East by the Yangtze River、Guishan in the south、西连月湖、North by Han River，There are new and old buildings nearby such as Guqintai、Guishan TV Tower、Qintai Grand Theater project provides a unique artistic and humanistic atmosphere for the development of，And in recent years, with the restructuring and relocation of enterprises，Idle factory and quiet environment，Attracted a number of private cultural institutions，Gather here to develop cultural and creative industries。

The "Made in Hanyang" cultural and creative industrial park is based on retaining industrial heritage，Follow the principle of "remain as old as before"，Focus on creating culture and art，Focus on creating culture and art、Business and leisure、Three functional areas of creative design，Construct the "Hanyang Art Center and Museum" at the same time、Lakeside landscape belt and green ecological landscape belt，With complete、Innovative hardware facilities，High quality、High professional level service，Gathering outstanding creative enterprises at home and abroad to settle down，Provide modern、High-end creative products and services。

Create a united artistic elite，Gather wisdom and inspiration，A gathering place for cultural and creative industries that leads fashion trends

The crease of the historical scroll，Have you ever recalled that glorious silhouette that once shone so brightly?。From the gear of time to the corner of time，The glory made in Hanyang has been brewing for hundreds of years，Wash away the glory of history，This historic site nestled at the foot of lush Turtle Mountain，From an arsenal built to protect the country from foreign aggression, it has lasted for a hundred years and become a tourist attraction now，Inheriting the national spirit of continuous self-improvement for a century，Marketing and promoting spiritual civilization is the top priority。

History、Quiet，is the theme of Hanyang Cultural and Creative Park。A cultural and creative park with a century-old heritage，Historical value，History and culture are inevitable。European style architecture，Unique。

In the quiet creative garden，Greenway，Red bricks and green tiles，Lush trees，Looking at high-rise buildings，After the feasting and modern city，Come to such a place without noise，A flashy paradise，Calm down your restless and throbbing heart，Enjoy peace and tranquility。

2. Product Analysis

(1) Geographical location analysis of scenic spots: 

1. Traffic conditions:

Hanyang is located in the first ring of the city，Where the three towns stand apart，Back pillow on Turtle Mountain，Facing the Yangtze River、Confluence of Han River。There are many buses available in Wuhan area，includes route 411， No. 503, No. 507, No. 519, No. 522, Route 524, etc.，Tourists outside the city take a ferry to enjoy the scenery of the Yangtze River，The transportation is very convenient。

If you drive to the industrial park，After turning right from Parrot Avenue into Guibei Road，The signage of Hanyang Cultural and Creative Industrial Park is not obvious，And Guibei Road is a one-way street，Once opened，The only way is to pass through Guibei Road and then turn right onto Lanjiang Road，Turn onto Hanyang Avenue and then onto Parrot Avenue，A full circle。If you drive around in a circle，After arriving at the destination，Odometer will show 4.8 kilometers。

According to the introduction of relevant personnel，Their current plan is to build a road on Xiaoyue Lake next to the industrial park to directly lead to the park，Once this project is completed，This problem is easily solved。

2. Regional combination and cluster status:

Adjacent to Qiangu Qintai、Looking at the Yellow Crane Tower across the river，Looking at the city landmark Guishan TV Tower and other cultural landscapes from a distance，Li Hanzheng Street、Guiyuan Temple and other scenic spots are also relatively close，It is complemented by the natural scenery of the Yangtze River，Regional combination and cluster status are relatively good。

3.Environmental conditions

At the foot of Guishan Mountain in Hanyang, Wuhan，It is an old factory transformed into an area for art and leisure entertainment，Although it is in the urban area，But the environment is quiet and elegant，It is a very small and fresh place，Protected better，Not yet over-exploited。(2) Analysis of scenic spot characteristics:

The artist says，This is a good place to drink tea and talk about art。Entrepreneurs say，This is a new place to make money and gold mining.

1. Historical atmosphere:

Hanyang Zao is an art leisure and entertainment venue transformed from an old factory，Since 2006，A batch of fine arts、Sculpture、Photographer，People come to rent industrial workshops and factories on their own initiative，Open a studio、Cultural Bar、DIY handmade、Wedding photography base, etc.，Making Guibei Road the prototype of the cultural and creative industry。Although the tourism value of this place has been developed，But many of Wuhan’s original humanistic atmosphere have been retained，Has a strong historical and cultural atmosphere。2.Wuhan 798:

Possibly to become Wuhan 798，The new cultural landmark in Wuhan。Renovated from industrial ruins，It is a place full of art，Can take photos，Photography，Looking for inspiration，Very strong cultural atmosphere。

3. Find tranquility amidst the noise:

In Wuhan, a city with a relatively large population，There are basically people and vehicles everywhere，Various attractions such as Tan Hualin、Yellow Crane Tower、Hubu Lane is basically full of people coming and going every day，When it comes to holidays, it’s so watery.，Traffic jam，It’s rare to have a little peace in Hanyang，Is a person seeking tranquility、Perception of life、A great place to find inspiration，It is a place that cultural people like。

4. Humanistic atmosphere:

Looking back at the world-famous "Made in Hanyang"，Looking down at China’s modern industrial relics，Quiet in the midst of the turmoil surrounded by green mountains and green waters，This kind of perfect combination of time and place、Born in a place with historical heritage and humanistic environment，Layed the foundation for the birth of the “Made in Hanyang” cultural and creative industrial park，Is an ideal creative paradise for the development of cultural and creative industries。

5.Business culture:

Due to the flexibility and complexity of land ownership，The commercial content in the district appears rich and diverse，Small and specialty shops、A large to comprehensive commercial art company，But they are all developed around the historical and cultural core of the scenic spots themselves。Due to the driving role of scenic spots，Its culture has a large number、Rich business types、The cultural atmosphere is relatively strong。

(3) Scenic spot development model:

In accordance with "government-led、Enterprise participation、The three-dimensional model of market operation,And follow "scientific planning、Exploring Culture、Enhanced features、The principle of "raising the level". Preserve the historical features of the old building，Inject new industrial elements，Reflect historical context、The inheritance of industrial civilization and modern culture and art，

1. Committed to government leadership and reflecting unique charm  Gather policy support to promote the development of the park.

The park is under the support and guidance of various provincial and municipal functional departments，Actively apply for Hubei Province modern service industry support funds、Provincial Cultural and Creative Industry Demonstration Base、The 7th Wuhan Propaganda Ideological and Cultural Innovation Award；Successfully applied for city tourist characteristic block、City National Entrepreneurship Base、City “Entrepreneurship Incubation Base”、City “Women Entrepreneurship Demonstration Base”、District National Entrepreneurship Base, etc.。

2. Strongly promote investment promotion and demonstrate the agglomeration effect  Market-oriented operation model Achieve reasonable allocation of resources.

 25 new companies introduced to the park，Total designs settled in、Original Art、Education and Training、Film and television production、Business Casual、Exhibition、Showing 71 companies in six categories，Initially formed into a creative design group，Cultural and Art Exchange Exhibition，A complex functional park integrating fashion, tourism and leisure。Among the settled companies，There are many well-known domestic companies and internationally renowned design masters。Rich business formats and excellent professionals，Making the park a gathering area for talents，Industrial incubation area and cultural tolerance area。

(4) Insufficiency:

1.Hanyang Tower is a famous historical monument,Although well-known,But not influential enough，The smaller number of tourists directly affects the income of the scenic spot，So much so that development funds are always insufficient。

2.The park’s infrastructure is imperfect,There are no environmental construction projects and maintenance facilities in the park, and the division of labor in many functional areas is not obvious,If there are no zoning areas for leisure areas and commercial activities. The basic service facilities and organizations of the Cultural and Creative Park need to be improved.

3.Not fully considering the needs of tourists，There are few Wuhan specialty snacks around，The development of art stores and so on is not yet complete。

4.The land and other resources in the park are not fully utilized,Such as the existence of a large number of vacant factories,The large area of ​​water in front of Hanyang Construction,have not been developed yet.

5.The characteristic buildings in the park are not obvious,No logo-shaped building as a brand.Hanyang needs its own logo to build a cultural and creative park。 

三、 Market Analysis

Existing market positioning analysis

Although it is called "Wuhan 798"，But obviously，There is still a big gap between Hanyang Zao and Beijing 798 Art District。Convenient transportation、Creation of artistic atmosphere、Historic sites are better preserved、The entry of international people...even so，The gratifying thing is，Wuhan finally has its own cultural and artistic place。

Every year Hanyang Construction attracts many local tourists to hang out，But for many foreign tourists who come to Jiangcheng for a two- or three-day trip，But she is rarely "lucky" to her。Many travel agencies do not vigorously promote Hanyang Tower as the main tourist attraction，A large part of the reason is based on the problems in tourism market analysis mentioned before。So，This piece of cake for foreign tourists market，Hanyang scored only a small bite。For this reason，You should see the hidden opportunities and challenges。

We believe that the modern creation of Hanyang begins with art，Has rich cultural connotation，But there are still some supporting tourism mechanisms to make her look like a unique young woman，Can’t find anyone to catch my eye with，Being a villain is not well known by the public。So we hope to vigorously reflect the artistic characteristics，More than just art, it is the market positioning of Made in Hanyang。

Tourism market analysis

As a tourism market，The development of scenic spots must take into account commercial transformation，Not just to grab attention with features。A successful tourism market must have a supporting modern service system，Have reasonable planning，Industry that gathers capital。From these two points，Perhaps it is the shortcomings of Hanyang。

(1) Incomplete facilities: the parking lot is very small，And the fee is slightly expensive，5 yuan per hour is a complaint of many local tourists。There are several large wedding photography shops and design companies，But the cafe is closed but not open，Many tourists thought it was closed or closed down。No package，No service，Generally speaking, commercialization is not complete，Not making good use of the environment here。

(2) Scenic area layout and renovation issues: as soon as you enter the door, there is a gas station，Somewhat nondescript and incompatible with the atmosphere created by Hanyang Manufacturing。The layout of the scenic area is messy after entering，The greening is also very random and lacks creativity in the building。

Some old local artists expressed that they feel that the historical relics here have not been well preserved，“There used to be a lot of precious industrial machines here，For example, iron furnace，A German crane，Very beautiful，Now this place has been transformed to the point where it is almost unrecognizable from what it was before。”

(3) Durability of the industrial chain。Yi Wenke, the owner of "Studio No. 11" in the park said，He also has a hidden concern about the development of the park，“Now the park is mainly focused on the advertising and creative industries，This industry developed relatively quickly in the beginning，But there will be problems later，For example, if the rent increases next year，Some people will leave if they can’t bear it，The park will face many changes by then。”

Customer group analysis

Before opening “824 Creative Factory”，Wuhan art circle is very fragmented and independent。Artist Jiang Yishuo，He came up with a bold idea: to establish the Chinese version of "798" Art Zone，Including professional art talents and mainstream art people in general 188bet app download colleges and universities，Also attracts some niche people、Non-mainstream art group，Provide a communication platform for all kinds of artists。

Zhan Zhi, the head of Deyiju’s original design agency, was also the first to discover the “aboriginals” made in Hanyang， In his opinion，surrounded by green trees、Quiet environment，Hanyang Steel Plant Scattered、A large number of idle factories of manufacturing companies such as Hanyang Arsenal，Space is tall、Rough，Great sense of history，This kind of place can provide artists with broad space for transformation and creative thinking，Especially suitable for cultural, artistic and creative people to gather。

“Four or five years ago，At night，All kinds of people gathered together，Moving like a ghost in this wasteland”，Zhan Zhishuo，“We are always good at finding soil that suits us，Wuhan lacked such cultural and artistic places before，We are scattered everywhere，Life is rather frustrating。Now Hanyang Zao has provided us with a gathering place”

 In addition to the first batch of artists who found their own lost paradise in Hanyang，I love photography when traveling to Hanyang，Most literary and artistic young people who love petty bourgeoisie。After coming here, many young people will naturally compare it with Tanhualin in Wuhan。But Tan Hualin’s literature and art are limited to a refreshing break，There is no rich historical and cultural atmosphere created by Hanyang that can be mined。Therefore，For those who truly love art，For young people who are not pseudo-artists, Hanyang Made may be more suitable for them。

4. Set goals

(1) Product positioning:Preserve the original tranquility，Don’t over-exploit，Appropriate commercialization。The products are mainly cultural products，Develop various arts and cultures，Building various cultural cities must also be equipped with complete catering and accommodation conditions，Properly build small commercial streets。Focus on cultural construction，Provide various cultural products，Attract various well-known artists to come here to support construction。

(2) Development and promotion goals:

Build Hanyang into Wuhan 798，Becoming a new cultural landmark in Wuhan。On retaining the original fresh style，Make full use of the historical and cultural atmosphere and good geographical location of the area，Make the reputation of Hanyang famous in Wuhan and even the whole country and the world，Let this cultural landmark of Wuhan become one of the symbols of Wuhan。

(3) Adjustment of marketing planning strategy

(1) Judging from the analysis of the characteristics of the scenic spot and the current development strategy of the scenic spot，The advantage of Hanyang City lies in its quietness amidst the chaos，So all development plans should be based on maintaining this feature。

After our investigation and information collection we found，Although Hanyang Manufacturing has carried out corresponding commercial development，However, most tourists still think that the scenic spot is artistic and fresh enough，But there are not many small shops where you can sit and take a rest，I often can’t find a place to eat，And it’s hard to buy souvenir art。

In view of this situation, we think，Hanyang Zao Art Creative Park adheres to the original development model，An area should be opened up as a commercial area，Place some casual coffee shops and drink shops in the business district，And some snack bars，This way tourists can find a place to rest when they are tired，You can also taste delicious food。

Zhou should also 188bet online sports betting develop artistic souvenirs with its own characteristics，Most of the consumer groups created in Hanyang have petty bourgeoisie sentiment，Chasing quiet groups，This group has strong spending power，I am not satisfied with taking simple photos when traveling，If you can have small handicrafts with artistic value and commemorative significance，Also added a new business card for Hanyang Manufacturing。

Also，Because the predecessor of Hanyang was an arsenal，With a certain history and innovative spirit、National colors，We believe that this spirit should not be abandoned，It is recommended to open an area to commemorate history，Provide historical education，Preserve and carry forward the national spirit。

(2)Daytime，Tourists seeking peace and freshness，Night，Tourists tend to prefer liveliness and cheerfulness，Hanyang Made can address this feature，Differential positioning of scenic spots during the day and night。Attract tourists with a fresh atmosphere during the day，Mainly petty bourgeoisie，Some PARTY or social activities can be held at night，Provide tourists with opportunities to get to know each other，Also drive your own consumption growth，The realization of this positioning requires good communication between the scenic area and the bars and commercial areas in the scenic area，Work together to create a happy night made in Hanyang。

Different positioning can attract different consumer groups，The time difference between day and night also ensures that the original characteristics of Hanyang-made architecture will not be affected，The contrast between night and day has become a highlight of Hanyang’s creation。

(3) Large-scale theme events are held periodically。For example, movies、Micro movie、MV etc.。We can often see all kinds of graffiti when entering Hanyang，Different styles，Hanyang-made can be themed with graffiti art，Graffiti art competitions and graffiti art festivals are held regularly，Make this event a representative event made in Hanyang。

Find the right marketing strategy，Also prepared product positioning，Then we need advertising

The choices of advertising media are as follows:

(1)Mainstream media，such as Hubei TV，Wuhan TV，Wuhan Radio，Chutian Metropolis Daily，Chutian Golden News，Wuhan Evening News，Mainstream media attention group is large，Great influence。

(2) Online media，Webpage Promotion，Promotion of social groups such as Renren，And the promotion of some consumer websites such as Dianping。

Hanyang is a place with fresh and beautiful scenery，A film crew once came to shoot the scene，So we have an idea，Hanyang was used as the filming location，Holding a photography contest，And Micro Film Competition，Expand the influence of scenic spots，And showcase the beautiful scenery of Hanyang Art and Creative Park through outstanding entries，Attract more people。

(3) Outdoor advertising，Wall advertising，Car body advertising，Lightbox Advertising，Poster，Flyer。

(4)other than that，You should contact the government and tourism-related departments，The development of an attraction cannot be separated from the support and encouragement of the government。

(4) Marketing and Promotion Outlook

By determining the right marketing strategy for yourself，Positioning consumer groups，Create special activities，Moderate development，Hanyang will become the smallest, freshest and most comfortable place in Wuhan。

4. Analysis of expected effects

Through the implementation of a series of tailor-made 188bet sports betting app download strategies for Hanyang，The Hanyang-made leisure area will be quiet and not noisy during the day，Visitors can come in and take photos，Just relax，Eat something when you are tired，Maybe you can also find your favorite souvenirs；And at night，This is the ocean of carnival。Quiet bar during the day、Youth Hostel，Brightly lit at night，Lively but not noisy，Cheerful but not panic。