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為推(tui)動(dong)對省(sheng)委(wei)十二屆七次全會關于文旅(lv)融合決策(ce)部署(shu)的相關建言(yan)獻策(ce)工作，在(zai)省(sheng)旅(lv)投集(ji)(ji)團(tuan)領導班子(zi)指導下，集(ji)(ji)團(tuan)戰略發展(zhan)部承擔了新型智庫(ku)課題(ti)(ti)《豐(feng)富文旅(lv)產品(pin)供給打造(zao)四川(chuan)文旅(lv)品(pin)牌研究(jiu)》。課題(ti)(ti)組深入開展(zhan)調(diao)查研究(jiu)，組織多(duo)輪專家論(lun)證，精(jing)心撰(zhuan)寫完成(cheng)研究(jiu)報(bao)告，并通過答辯順利結題(ti)(ti)。近日，該課題(ti)(ti)報(bao)告獲評優秀。

課題組從(cong)四川文(wen)旅產業產品及品牌2個維度(du)出發，圍繞我省文(wen)旅產品與品牌發展現(xian)狀，深入(ru)剖析存在問(wen)題，借鑒國(guo)內外(wai)先進經(jing)驗(yan)做法，提出相關(guan)對策建議。

文(wen)(wen)(wen)(wen)(wen)旅(lv)(lv)(lv)(lv)(lv)產(chan)(chan)(chan)品(pin)是文(wen)(wen)(wen)(wen)(wen)旅(lv)(lv)(lv)(lv)(lv)品(pin)牌(pai)(pai)的(de)(de)(de)核心支(zhi)撐(cheng)，文(wen)(wen)(wen)(wen)(wen)旅(lv)(lv)(lv)(lv)(lv)品(pin)牌(pai)(pai)則(ze)是文(wen)(wen)(wen)(wen)(wen)旅(lv)(lv)(lv)(lv)(lv)產(chan)(chan)(chan)品(pin)的(de)(de)(de)價值延伸(shen)，二者相輔相成(cheng)、互為(wei)支(zhi)撐(cheng)。當前，全球文(wen)(wen)(wen)(wen)(wen)旅(lv)(lv)(lv)(lv)(lv)行(xing)業正(zheng)經歷一場由數字技(ji)術(shu)和消費代際更迭共同(tong)驅動(dong)(dong)的(de)(de)(de)深刻變革，四(si)川(chuan)作(zuo)為(wei)文(wen)(wen)(wen)(wen)(wen)旅(lv)(lv)(lv)(lv)(lv)資(zi)源大省(sheng)，豐富文(wen)(wen)(wen)(wen)(wen)旅(lv)(lv)(lv)(lv)(lv)產(chan)(chan)(chan)品(pin)供(gong)給，打造具有全球競爭力的(de)(de)(de)文(wen)(wen)(wen)(wen)(wen)旅(lv)(lv)(lv)(lv)(lv)品(pin)牌(pai)(pai)，既是構建“世(shi)界重要(yao)旅(lv)(lv)(lv)(lv)(lv)游目的(de)(de)(de)地”的(de)(de)(de)戰略需要(yao)，更是推動(dong)(dong)文(wen)(wen)(wen)(wen)(wen)旅(lv)(lv)(lv)(lv)(lv)產(chan)(chan)(chan)業轉(zhuan)型升(sheng)級的(de)(de)(de)現實需求。課(ke)題組認為(wei)，當前我(wo)省(sheng)文(wen)(wen)(wen)(wen)(wen)旅(lv)(lv)(lv)(lv)(lv)產(chan)(chan)(chan)品(pin)種類豐富多樣、“科創+文(wen)(wen)(wen)(wen)(wen)創”推動(dong)(dong)新型文(wen)(wen)(wen)(wen)(wen)旅(lv)(lv)(lv)(lv)(lv)產(chan)(chan)(chan)品(pin)涌現、區(qu)域旅(lv)(lv)(lv)(lv)(lv)游產(chan)(chan)(chan)品(pin)百(bai)花齊放、“安逸(yi)四(si)川(chuan)”品(pin)牌(pai)(pai)形象(xiang)深入人心。但同(tong)時，我(wo)省(sheng)文(wen)(wen)(wen)(wen)(wen)旅(lv)(lv)(lv)(lv)(lv)產(chan)(chan)(chan)業仍然(ran)存在文(wen)(wen)(wen)(wen)(wen)旅(lv)(lv)(lv)(lv)(lv)產(chan)(chan)(chan)品(pin)供(gong)需錯配、文(wen)(wen)(wen)(wen)(wen)旅(lv)(lv)(lv)(lv)(lv)產(chan)(chan)(chan)品(pin)同(tong)質化(hua)突出(chu)、文(wen)(wen)(wen)(wen)(wen)化(hua)內(nei)涵挖掘不(bu)(bu)充分、文(wen)(wen)(wen)(wen)(wen)旅(lv)(lv)(lv)(lv)(lv)產(chan)(chan)(chan)品(pin)科技(ji)賦(fu)能不(bu)(bu)足、文(wen)(wen)(wen)(wen)(wen)旅(lv)(lv)(lv)(lv)(lv)產(chan)(chan)(chan)品(pin)布局呈(cheng)現“點強線弱”特(te)征、品(pin)牌(pai)(pai)形象(xiang)持(chi)續性(xing)欠(qian)缺、傳播效能有待提升(sheng)等問題。

課題組特(te)此研究對比了法國、日本、浙江、云南的文(wen)(wen)旅(lv)(lv)(lv)融合(he)(he)發展(zhan)思(si)路(lu)，對四川文(wen)(wen)旅(lv)(lv)(lv)產(chan)(chan)(chan)(chan)業(ye)提出建(jian)議如(ru)下：一是(shi)以(yi)(yi)主客(ke)共享為理念(nian)，推(tui)動(dong)“文(wen)(wen)旅(lv)(lv)(lv)+百業(ye)”“百業(ye)+文(wen)(wen)旅(lv)(lv)(lv)”融合(he)(he)，拓展(zhan)彰顯“煙(yan)火氣”的文(wen)(wen)旅(lv)(lv)(lv)產(chan)(chan)(chan)(chan)品；二是(shi)鼓勵和(he)(he)支持(chi)文(wen)(wen)旅(lv)(lv)(lv)企(qi)業(ye)創新(xin)(xin)夜(ye)間文(wen)(wen)旅(lv)(lv)(lv)產(chan)(chan)(chan)(chan)品，利(li)用旅(lv)(lv)(lv)游(you)(you)(you)(you)(you)(you)景(jing)(jing)區(qu)和(he)(he)歷史(shi)文(wen)(wen)化(hua)(hua)街區(qu)打造夜(ye)游(you)(you)(you)(you)(you)(you)項(xiang)目；三是(shi)依托(tuo)天府(fu)旅(lv)(lv)(lv)游(you)(you)(you)(you)(you)(you)名縣(xian)，規劃打造一批與游(you)(you)(you)(you)(you)(you)客(ke)個性化(hua)(hua)需(xu)求融合(he)(he)、體現(xian)四川文(wen)(wen)化(hua)(hua)底蘊(yun)與地域特(te)色、小而美(mei)的縣(xian)域旅(lv)(lv)(lv)游(you)(you)(you)(you)(you)(you)；四是(shi)傳(chuan)承與創新(xin)(xin)四川美(mei)食；五是(shi)大(da)力(li)(li)支持(chi)發展(zhan)特(te)色旅(lv)(lv)(lv)游(you)(you)(you)(you)(you)(you)住(zhu)宿產(chan)(chan)(chan)(chan)品，開展(zhan)“旅(lv)(lv)(lv)游(you)(you)(you)(you)(you)(you)住(zhu)宿業(ye)+”推(tui)廣活動(dong)；六(liu)是(shi)開發具(ju)(ju)有“國際范”的入境(jing)旅(lv)(lv)(lv)游(you)(you)(you)(you)(you)(you)產(chan)(chan)(chan)(chan)品；七(qi)是(shi)重(zhong)點培育大(da)熊貓生態(tai)旅(lv)(lv)(lv)游(you)(you)(you)(you)(you)(you)風(feng)景(jing)(jing)道(dao)(dao)、藏(zang)羌彝(yi)文(wen)(wen)化(hua)(hua)旅(lv)(lv)(lv)游(you)(you)(you)(you)(you)(you)風(feng)景(jing)(jing)道(dao)(dao)、國道(dao)(dao)318/317中國最美(mei)景(jing)(jing)觀大(da)道(dao)(dao)、蜀道(dao)(dao)三國文(wen)(wen)化(hua)(hua)旅(lv)(lv)(lv)游(you)(you)(you)(you)(you)(you)風(feng)景(jing)(jing)道(dao)(dao)等(deng)7條(tiao)世界(jie)級旅(lv)(lv)(lv)游(you)(you)(you)(you)(you)(you)風(feng)景(jing)(jing)道(dao)(dao)，實現(xian)“以(yi)(yi)點帶線(xian)，以(yi)(yi)線(xian)成面”，全面展(zhan)示四川最具(ju)(ju)吸引(yin)力(li)(li)的歷史(shi)遺跡、山(shan)水資(zi)源(yuan)、田園風(feng)光、人文(wen)(wen)風(feng)情；八是(shi)實施文(wen)(wen)旅(lv)(lv)(lv)品牌(pai)支撐體系完善行動(dong)。以(yi)(yi)“天府(fu)之國”“熊貓家園”“古蜀文(wen)(wen)明”等(deng)品牌(pai)為依托(tuo)，持(chi)續推(tui)動(dong)品牌(pai)內(nei)容(rong)的迭(die)代更(geng)新(xin)(xin)和(he)(he)優化(hua)(hua)升級；九是(shi)強化(hua)(hua)資(zi)金支持(chi)。設立專項(xiang)基金，支持(chi)文(wen)(wen)旅(lv)(lv)(lv)產(chan)(chan)(chan)(chan)業(ye)發展(zhan)創新(xin)(xin)；十是(shi)重(zhong)點培育高能(neng)級市場主體等(deng)。

省(sheng)旅(lv)(lv)投(tou)集團將(jiang)以此次榮譽為契機(ji)，再接再厲做好調(diao)查研究和(he)戰略(lve)分析，持續為四(si)川文(wen)化和(he)旅(lv)(lv)游深度融合發展建(jian)言(yan)獻策(ce)，并用(yong)真(zhen)抓(zhua)實干(gan)的優質(zhi)文(wen)旅(lv)(lv)產品及文(wen)旅(lv)(lv)品牌，為譜寫中國式現代(dai)化四(si)川新篇章提供有力支撐。