Actively building the cultural brand of "east of the Forbidden City", taking advantage of the profound cultural heritage and the agglomeration of cultural resources, and accelerating the integration and development of cultural and commercial tourism are the classic measures to accelerate the promotion of "Chongwen Scramble" in the Dongcheng District of Beijing in recent times.
On the afternoon of March 12, the "East of the Forbidden City" Round Table "Culture + Finance" special event officially released the first "East of the Forbidden City" cultural gift package.
Ben thought that he could buy a gift bag and go home to coax the baby.
Unexpectedly, the "East of the Forbidden City" gift package is really "big enough", and the "four major plates" covered are also filled with culture.
Liliren - characteristic cultural space: Bell and Drum Tower, Ming City Wall, Guardian Art Center, Longfu Cultural Center, Meihou Wanshi, Jiaolou Library and many other high-end exquisite spaces and boutique characteristic hotels with strong cultural atmosphere are gradually becoming the "secret space" for enterprises to release products and brand salons.
Red Gene - Cohesion of Party Building: Peking University Red Building, Laijin Yuxuan Tea House, Beijing Normal University Hall, the former site of Sino-French University, the former site of the editorial department of "New Youth", Yu Qian Ancestral Hall and other cultural and cultural venues with cultural heritage and red genes, which are the best choice for enterprises to carry out party building and team building.
Dongfeng Huayu - Cultural and Artistic Services: Relying on the "Big Drama East Look" brand, with the help of the unique advantages of the concentration of theater resources in the region, by holding special performances of high-quality plays and creating theater art experience scenes, enterprise employees can become people in the drama, through interaction, visit, teaching, symposium and other ways, comprehensively understand the theater culture in front of and behind the stage; you can also feel the opera culture of "the guild hall has drama" in the paint hall, Taiwan guild hall, etc., and experience the "ancient construction music season" in cultural relics spaces such as Zhizhu Temple and Zhihua Temple. The aftersound wraps around the beam.
Customized products and services: Urban micro-travel experience projects, bilingual interpretation of 15 historical monuments in the axis of the treasure riding tour, the Forbidden City of the Little Monsters study course, intangible cultural heritage theme training or special experience activities, etc., the "East of the Forbidden City" brand partners are creating one customized product and service after another.
The "cultural manager" set up together will serve as a corporate culture service commissioner, combined with the service content in the "East of the Forbidden City" cultural package, to provide enterprises with exclusive, customized and characteristic cultural services, interpret cultural and tourism policies for enterprises, and dock high-quality resources. This "Culture + Finance" special event officially kicked off the prelude to the "East of the Forbidden City" RoundTable Faction - Government-Enterprise Dialogue Series Salon Activities.
Constantly turning cultural "soft power" into development "hard support"——
Originally, the "Cultural Gift Package" is actually a comprehensive platform that integrates four functions of marketing sharing, resource integration, government-enterprise communication, and new government services in Dongcheng District with the brand of "East of the Forbidden City".
High marketing costs, less promotion resources, difficulty in brand building... In the face of the common problems of consumer enterprises, Dongcheng District, as one of the urban areas with the richest cultural resources and the most active commercial consumption, selects the high-quality cultural tourism consumption content of enterprises in the area to form a "east of the Forbidden City" product matrix, and works with major communication platforms to form a marketing matrix, forming a "traffic field" of sharing and integration.
As a result, "east of the Forbidden City" has gradually become a new model for creating a new type of government service. Actively create a regional business environment based on culture, Dongcheng District continues to polish the "Zijin Service" brand, improve the "1+5+N" industrial policy system, and equip 1,100 key enterprises and 304 commercial buildings with service butlers, ranking among the best in the capital's business environment evaluation for four consecutive years.
In the future, Dongcheng District will take the "East of the Forbidden City" brand as the magnetic field and the "Cultural Gift Package" as the bridge to further activate the development engine of the integration and innovation of culture, commerce and tourism, strive to show the regional business environment with culture as the background, and strive to create a new model of government and enterprise services with brand effect.
The first "East of the Forbidden City" cultural gift package released on the spot is version 1.0. Next, Dongcheng District will continue to dynamically update the gift package while realizing the mutual development of enterprises and regions, the symbiosis of culture and business atmosphere, and constantly improve the service content, consolidate service quality, improve service efficiency, and form a new pattern of high-end characteristic development of co-creation, sharing and integration.
(Guangming Daily all-media reporter Dong Cheng)
Source: Guangming Daily all-media reporter Dong Cheng
Editor-in-charge: Wang Yuanfang
Editor: Wu Yaqi