邱華偉
齊魯文化(濰坊)生態(tài)保護(hù)區(qū)綜合傳承教育實(shí)踐基地位于國家4A級(jí)旅游景區(qū)金寶樂園核心區(qū)域,是在濰坊市委宣傳部指導(dǎo)下,由濰坊市文化和旅游局主辦,齊魯文化(濰坊)生態(tài)保護(hù)區(qū)服務(wù)中心重點(diǎn)打造的“山東手造·濰有尚品”綜合展示推廣平臺(tái)?;嘏c金寶動(dòng)物園、游樂園、植物園和六大游覽區(qū)交相呼應(yīng),形成了游覽、娛樂、學(xué)習(xí)、購物特色旅游矩陣,年游客總量過百萬人次。
基地一期占地近3000平米,包含濰坊特色手工藝產(chǎn)品展銷大廳、地方特色美食展銷大廳、絲織刺繡展銷大廳、濰坊非遺直播中心以及濰坊非遺研學(xué)中心5大板塊?;匾劳蟹沁z及傳統(tǒng)工藝積極整合濰坊地區(qū)優(yōu)質(zhì)手造資源,通過線上直播電商平臺(tái)、線下一站式綜合賣場綜合營銷模式,為濰坊特色地方產(chǎn)品開辟新的宣傳、銷售渠道。截至目前基地已與230余家手造、非遺企業(yè)、項(xiàng)目傳承人完成簽約,近3000款產(chǎn)品涵蓋各大生活品類。與此同時(shí),基地與國內(nèi)多家O2O旅游企業(yè)進(jìn)行簽約,積極引入外地旅游資源,研發(fā)打造15項(xiàng)研學(xué)課程,多措并舉最好線下引流。
基地有三個(gè)特色展銷大廳,分別命名為“識(shí)物”手造產(chǎn)品展銷大廳,游客通過參觀可以了解認(rèn)識(shí)濰坊特色手造、非遺產(chǎn)物;“尋味”地方特色美食展銷大廳,在這里,你可以探尋找到最正宗的濰坊味道;“悅色”絲織刺繡展銷大廳,通過穿戴色彩艷麗的絲織制品讓每一個(gè)人都喜形悅色。
中央設(shè)立茶歇活動(dòng)區(qū),還原古時(shí)制茶流程,打造網(wǎng)紅飲品、糕點(diǎn)品類,再配以可移動(dòng)展位提供試吃等促銷活動(dòng),帶動(dòng)產(chǎn)品銷售。
基地設(shè)有7個(gè)獨(dú)立直播間,通過抖音、快手等短視頻平臺(tái)大力拓展線上宣傳、銷售渠道,運(yùn)營過程中入駐企業(yè)及項(xiàng)目實(shí)行全程托管,零成本零人工投入,專心進(jìn)行產(chǎn)品制作?;剡€為各企業(yè)提供品牌規(guī)劃、包裝設(shè)計(jì)、市場推廣等多方支持。通過產(chǎn)品銷售,預(yù)計(jì)帶動(dòng)當(dāng)?shù)鼐蜆I(yè)100余人,首年銷售額突破3000萬元,實(shí)現(xiàn)經(jīng)濟(jì)效益與社會(huì)效益雙豐收。
Covering an area of nearly 3,000 square meters, the first phase of the base includes an exhibition hall of handcraft products characteristic of Weifang, a sales exhibition hall of local specialties, an exhibition hall of embroidered silk products, a live streaming center for Weifang intangible cultural heritages, and a research center of Weifang intangible cultural heritages. Relying on the intangible cultural heritages and traditional workmanship, the base actively integrates high-quality handcraft resources in Weifang and opens up new publicity and sales channels for products characteristics of Weifang through online live streaming e-commerce platforms and offline one-stop comprehensive marketing mode. Up to now, the base has signed contracts with more than 230 handcraft and intangible cultural heritage enterprises or project inheritors with nearly 3,000 products covering all major life categories. The base has also signed contracts with a number of domestic o2o tourism enterprises to introduce foreign tourism resources, research and develop 15 research courses, and make offline drainage with multiple measures.