旅游策划方案之一：“风花雪月”如何让大理游客翻倍？（三）
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; mso-pagination: widow-orphan"><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">五、<SPAN lang=EN-US>“</SPAN></SPAN></B><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体">风花雪月</SPAN></B><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">”</SPAN></B><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体">如何诏告天下？<SPAN lang=EN-US style="DISPLAY: none; COLOR: black; mso-hide: all"><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></SPAN></SPAN></B></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">（一）广告传播的要求：</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="FONT-FAMILY: 宋体">1</SPAN><SPAN style="FONT-FAMILY: 宋体">、要做就做最好</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">——</SPAN><SPAN style="FONT-FAMILY: 宋体">桂林、苏杭、泰山、少林寺、石林。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="FONT-FAMILY: 宋体">2</SPAN><SPAN style="FONT-FAMILY: 宋体">、市场第一法则，不要怕说</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">“</SPAN><SPAN style="FONT-FAMILY: 宋体">第一</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">”</SPAN><SPAN style="FONT-FAMILY: 宋体">。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="FONT-FAMILY: 宋体">3</SPAN><SPAN style="FONT-FAMILY: 宋体">、大理的历史、风物、人文丰富性多元化，足以支撑</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">“</SPAN><SPAN style="FONT-FAMILY: 宋体">第一</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">”</SPAN><SPAN style="FONT-FAMILY: 宋体">的概念。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></SPAN></P>
<P class=MsoBodyText3 style="MARGIN: 0cm 0cm 6pt; TEXT-INDENT: 15.75pt; mso-char-indent-count: 1.5"><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体">由此得出定位策略（理念设计）的上半句：<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: center" align=center><SPAN style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体">风花雪月<SPAN lang=EN-US style="DISPLAY: none; mso-hide: all"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-FAMILY: 宋体"><o:p><SPAN style="FONT-SIZE: 12pt"> </SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体">小结：</SPAN><SPAN lang=EN-US style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0"><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-fareast-language: ZH-TW"><o:p><SPAN style="FONT-SIZE: 12pt"> </SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0"><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体">经过第一回合</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">——</SPAN><SPAN style="FONT-FAMILY: 宋体">回归整合，大理旅游的资源捏拢、聚合了。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0"><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体">将在第二回合中把它们</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">“</SPAN><SPAN style="FONT-FAMILY: 宋体">裂变</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">”</SPAN><SPAN style="FONT-FAMILY: 宋体">而放射出巨大能量。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 15pt; FONT-FAMILY: 宋体"><o:p> </o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 172.5pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 11.5" align=left><SPAN style="FONT-SIZE: 15pt; FONT-FAMILY: 宋体">第二回合<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-SIZE: 15pt; FONT-FAMILY: 宋体">借势引爆</SPAN><SPAN lang=EN-US style="FONT-SIZE: 15pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">——</SPAN><SPAN style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体">需求大揭底<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="DISPLAY: none; FONT-FAMILY: 宋体; mso-hide: all"><o:p><SPAN style="FONT-SIZE: 12pt"> </SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial"><o:p> </o:p></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体">大理旅游满足消费者的独特功能需求<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">•</SPAN><SPAN style="FONT-FAMILY: 宋体">宣传的目的不是让人知道</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">“</SPAN><SPAN style="FONT-FAMILY: 宋体">风花雪月</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">”</SPAN><SPAN style="FONT-FAMILY: 宋体">，而是让人需要</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">“</SPAN><SPAN style="FONT-FAMILY: 宋体">风花雪月</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">”</SPAN><SPAN style="FONT-FAMILY: 宋体">！</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="DISPLAY: none; FONT-FAMILY: 宋体; mso-hide: all; mso-fareast-language: ZH-TW"><o:p><SPAN style="FONT-SIZE: 12pt"> </SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">•</SPAN><SPAN style="FONT-FAMILY: 宋体">因此，理念设计的下半句，不仅要做</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">“</SPAN><SPAN style="FONT-FAMILY: 宋体">天下第一</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">”</SPAN><SPAN style="FONT-FAMILY: 宋体">，而且要说出给消费者什么样的好处和利益。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="DISPLAY: none; FONT-FAMILY: 宋体; mso-hide: all; mso-fareast-language: ZH-TW"><o:p><SPAN style="FONT-SIZE: 12pt"> </SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">•</SPAN><SPAN style="FONT-FAMILY: 宋体">即要点明消费者内心对大理旅游的独特需求，和大理旅游对消费者的独特满足功能。<SPAN lang=EN-US style="DISPLAY: none; mso-hide: all"><o:p></o:p></SPAN></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-FAMILY: 宋体"><o:p><SPAN style="FONT-SIZE: 12pt"> </SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 20pt; FONT-FAMILY: 宋体">调研：<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: center; mso-pagination: widow-orphan" align=center><SPAN style="FONT-SIZE: 15pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 16.0pt">您为什么去大理？<SPAN lang=EN-US style="DISPLAY: none; mso-hide: all"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-SIZE: 20pt; FONT-FAMILY: 宋体">结果：<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: center" align=center><SPAN lang=EN-US style="FONT-SIZE: 15pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 16.0pt">1</SPAN><SPAN style="FONT-SIZE: 15pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 16.0pt">、大理什么都有。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 150pt; mso-char-indent-count: 10.0"><SPAN lang=EN-US style="FONT-SIZE: 15pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 16.0pt">2</SPAN><SPAN style="FONT-SIZE: 15pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 16.0pt">、武侠（金庸）</SPAN><SPAN lang=EN-US style="DISPLAY: none; FONT-SIZE: 14pt; COLOR: black; FONT-FAMILY: 宋体; mso-hide: all"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体"><o:p> </o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly" align=left><SPAN lang=EN-US style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt">•</SPAN><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt">什么都有→新</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-bidi-font-size: 10.5pt">“</SPAN><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt">风花雪月</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-bidi-font-size: 10.5pt">”</SPAN><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt">→多元化丰富性→各取所需→<SPAN style="TEXT-DECORATION: underline">身之自由自在</SPAN><SPAN lang=EN-US style="DISPLAY: none; mso-hide: all"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN lang=EN-US style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt">•</SPAN><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt">武侠→天龙八部→成人童话→解放的渴求→自我中心→自我个人崇拜→成为伟人的欲望→为所欲为→<SPAN style="TEXT-DECORATION: underline">心之自由自在<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0" align=left><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 14.0pt">综上，消费者对大理旅游的独特需求，和大理旅游对消费者的独特满足功能</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-bidi-font-size: 14.0pt">——</SPAN><SPAN lang=EN-US style="DISPLAY: none; FONT-SIZE: 12pt; COLOR: #ccecff; FONT-FAMILY: 宋体; mso-hide: all; mso-bidi-font-size: 14.0pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: center" align=center><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 24.0pt">非</SPAN></B><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-bidi-font-size: 24.0pt">“</SPAN></B><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 24.0pt">逍遥</SPAN></B><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-bidi-font-size: 24.0pt">”</SPAN></B><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 24.0pt">二字不能涵括</SPAN></B><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US style="DISPLAY: none; FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hide: all; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 14.0pt">（一）庄子著作《逍遥游》，有仙风道骨、清静无为、自由自在的味道，有强大的文化支撑和哲学意味，且与旅游直接相关。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly" align=left><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt">（二）《洞仙歌》（《天龙八部》第<SPAN lang=EN-US>32</SPAN>回目录）</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-bidi-font-size: 10.5pt">“</SPAN><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt">且自逍遥没谁管</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-bidi-font-size: 10.5pt">”</SPAN><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt">，极其精准地描绘出旅游、居住、生活在大理的最生动、最突出的感受，是对 </SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-bidi-font-size: 10.5pt">“</SPAN><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt">风花雪月</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-bidi-font-size: 10.5pt">”</SPAN><SPAN lang=EN-US style="DISPLAY: none; FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-hide: all; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt">的最佳阐释，是消费者对大理旅游的需求和利益的最佳诉求。<SPAN lang=EN-US style="DISPLAY: none; mso-hide: all"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-FAMILY: 宋体"><o:p><SPAN style="FONT-SIZE: 12pt"> </SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体">（三）回顾大理历史民俗传说故事，点点滴滴都在阐释着</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">“</SPAN><SPAN style="FONT-FAMILY: 宋体">逍遥</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">”</SPAN><SPAN style="FONT-FAMILY: 宋体">的概念：<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="FONT-FAMILY: 宋体">22</SPAN><SPAN style="FONT-FAMILY: 宋体">位皇帝中有<SPAN lang=EN-US>9</SPAN>个禅位出家，淡薄名利，何其逍遥！<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体">东山将军与白姐错换鞋子，神仙偷情，何其逍遥！<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体">三道茶，一茶三味，何其逍遥！<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0"><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体">每处山水都有一个爱情神话，纵情山水，何其逍遥</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">……</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">！<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0"><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体">如果能找到一个词准确地概括大理所有的风情景观、人文历史，同时又能带给消费者丰富的消费联想和感受，那一定非</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">“</SPAN><SPAN style="FONT-FAMILY: 宋体">逍遥</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">”</SPAN><SPAN style="FONT-FAMILY: 宋体">二字莫属！</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0; mso-line-height-rule: exactly" align=left><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt">南诏至大理国<SPAN lang=EN-US>500</SPAN>年来无内战、高人雅士、选胜登临、呤诗作画、赏花品茗、把酒临虚、笑谈英雄、皇帝出家、僧道还俗、神仙偷情、六教九流、共处一方、高手乍现、来去无踪</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-bidi-font-size: 10.5pt">……</SPAN><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt">逍遥哉！<SPAN lang=EN-US style="DISPLAY: none; mso-hide: all"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-FAMILY: 宋体"><o:p><SPAN style="FONT-SIZE: 12pt"> </SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体">（四）将严肃文化与通俗文化、商业文化结合，</SPAN><SPAN lang=EN-US style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">“</SPAN><SPAN style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体">逍遥</SPAN><SPAN lang=EN-US style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">” </SPAN><SPAN style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体">可指游山玩水、琴棋书画、可指吃喝玩乐，可指修仙成道，也可指声色犬马。<SPAN lang=EN-US style="DISPLAY: none; COLOR: black; mso-hide: all"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="DISPLAY: none; FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hide: all; mso-bidi-font-size: 10.5pt"><o:p> </o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US style="DISPLAY: none; FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-hide: all"><o:p> </o:p></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><B style="mso-bidi-font-weight: normal"><SPAN style="DISPLAY: none; FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-hide: all">三、大理旅游内涵的需求<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">必须反映大理品牌资产所具特有的意境——妙香国的仙境、古王国的悠远、武侠小</SPAN><SPAN lang=EN-US><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 180.7pt; mso-para-margin-left: 17.21gd"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">说的瑰丽、风花雪月的浪漫、山水城市的诗意、东方瑞士的和美、西南敦煌的丰富、础石木雕的天工、银苍玉洱的神奇。</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">必须反映出大理所特有的气韵——有神仙气、有人间气、有自然气、有文化气、</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 175.45pt; mso-para-margin-left: 16.71gd"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">有武侠气、有爱情气。</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="DISPLAY: none; FONT-FAMILY: 宋体; mso-hide: all"><o:p><SPAN style="FONT-SIZE: 12pt"> </SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 175.45pt; mso-para-margin-left: 16.71gd"><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 15pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">非“逍遥天下”四字所不能涵括！</SPAN></B><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US style="FONT-SIZE: 15pt"><o:p></o:p></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="DISPLAY: none; FONT-FAMILY: 宋体; mso-hide: all"><o:p><SPAN style="FONT-SIZE: 12pt"> </SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-FAMILY: 宋体"><o:p><SPAN style="FONT-SIZE: 12pt"> </SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 18pt; FONT-FAMILY: 宋体">综上：</SPAN><SPAN lang=EN-US style="DISPLAY: none; FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-hide: all; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 13pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="FONT-FAMILY: 宋体">•</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">“</SPAN><SPAN style="FONT-FAMILY: 宋体">逍遥、江湖</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">”</SPAN><SPAN style="FONT-FAMILY: 宋体">二词符合大理的旅游格调：雅俗共赏、人神共处。视觉、听觉、味觉、触觉味味皆全；风情、人情、爱情、侠情情情动人，可赏、可玩、可见、可闻，风花雪月，完全之美，逍遥江湖！</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 13pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="FONT-FAMILY: 宋体">• </SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">“</SPAN><SPAN style="FONT-FAMILY: 宋体">逍遥、江湖</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">”</SPAN><SPAN style="FONT-FAMILY: 宋体">使</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">“</SPAN><SPAN style="FONT-FAMILY: 宋体">风花雪月</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">”</SPAN><SPAN style="FONT-FAMILY: 宋体">与《天龙八部》水乳交融，可以说</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">“</SPAN><SPAN style="FONT-FAMILY: 宋体">风花雪月</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">”</SPAN><SPAN style="FONT-FAMILY: 宋体">就是武侠小说要营造的主要氛围</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">——</SPAN><SPAN style="FONT-FAMILY: 宋体">这一借势，可以说精准恰当、力沉势大。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 13pt; mso-line-height-rule: exactly"><SPAN lang=EN-US style="FONT-FAMILY: 宋体"><o:p><SPAN style="FONT-SIZE: 12pt"> </SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 27pt; TEXT-INDENT: -18pt; mso-list: l0 level1 lfo1; tab-stops: list 27.0pt"><SPAN lang=EN-US style="mso-fareast-font-family: ''"><SPAN style="FONT-FAMILY: ; mso-list: Ignore"><SPAN style="FONT-SIZE: 12pt">1、</SPAN><SPAN style="FONT: 7pt ''"> </SPAN></SPAN></SPAN><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">与丽江的区别：原始圣洁，荡涤心灵——风花雪月，逍遥自在！</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 26.25pt; mso-char-indent-count: 2.5"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">与中甸的区别：超凡出尘，不食烟火——悠游江湖，吃喝玩乐！</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 27pt; TEXT-INDENT: -18pt; mso-list: l0 level1 lfo1; tab-stops: list 27.0pt"><SPAN lang=EN-US style="mso-fareast-font-family: ''"><SPAN style="FONT-FAMILY: ; mso-list: Ignore"><SPAN style="FONT-SIZE: 12pt">2、</SPAN><SPAN style="FONT: 7pt ''"> </SPAN></SPAN></SPAN><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">“风花雪月”与《天龙八部》的密切联系，可以说“风花雪月”是武侠小说营造的主要氛围。</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 13pt; mso-line-height-rule: exactly"><SPAN lang=EN-US style="FONT-FAMILY: 宋体"><o:p><SPAN style="FONT-SIZE: 12pt"> </SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 13pt; mso-line-height-rule: exactly"><SPAN lang=EN-US style="FONT-FAMILY: 宋体"><o:p><SPAN style="FONT-SIZE: 12pt"> </SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 18pt"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">以下内容摘自《天龙八部》章回目录，由此我们可看出武侠小说中浓郁的“风花雪月”的情调：</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 18pt"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">第一部：玉壁月华明；马疾香幽；崖高人远；谁家弟子谁家院；无计悔多情；换巢鸾凤；</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 18pt"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">第二部：向来痴；从此醉；水榭听香，指点群豪戏；剧饮千杯男儿醉；杏子林中，商略平生义；昔时因；今日意；</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 59.95pt; TEXT-INDENT: -42pt; mso-char-indent-count: -4.0; mso-para-margin-left: 1.71gd"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">第三部：千里茫茫若梦；双眸粲粲若星；塞上牛羊空许约；烛畔鬓云有旧盟；莽苍踏雪行；</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 65.2pt; TEXT-INDENT: -47.25pt; mso-char-indent-count: -4.5; mso-para-margin-left: 1.71gd"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">第四部：且自逍遥没谁管；红颜弹指老，刹那芳华；梦里真真语真幻；同一笑，到头万事俱空；胡涂醉，情长计短；解不了，名缰系嗔贪；却试问，几时把痴心断；</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 65.2pt; TEXT-INDENT: -47.25pt; mso-char-indent-count: -4.5; mso-para-margin-left: 1.71gd"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">第五部：念枉求美暮，良缘安在；枯井底，污泥处；酒罢问君三语；为谁开，茶花满路；王孙落魄，怎生消得，杨枝玉露；</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 65.2pt; TEXT-INDENT: -47.25pt; mso-char-indent-count: -4.5; mso-para-margin-left: 1.71gd"><SPAN lang=EN-US><o:p><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: "> </SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="DISPLAY: none; FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hide: all; mso-bidi-font-size: 10.5pt"><o:p> </o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 18pt; FONT-FAMILY: 宋体">小结：</SPAN><SPAN lang=EN-US style="DISPLAY: none; FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-hide: all; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体">第二回合整合了消费者需求、大理旅游特色功能和天龙八部借势需要，三位一体，得出理念设计的下半句：<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: center" align=center><SPAN style="FONT-SIZE: 15pt; FONT-FAMILY: 宋体">逍遥天下<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体">至此，就完全从理念（定位）上，勾勒出大理旅游无可替代的品牌个性和核心广告语<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">——</SPAN><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial">风花雪月，逍遥天下</SPAN></B><SPAN lang=EN-US style="DISPLAY: none; FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hide: all"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="DISPLAY: none; FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hide: all; mso-bidi-font-size: 10.5pt"><o:p> </o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-FAMILY: 宋体"><o:p><SPAN style="FONT-SIZE: 12pt"> </SPAN></o:p></SPAN></P>
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