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<section style="box-sizing: border-box;font-style: normal;font-weight: 400;text-align: justify;font-size: 16px;"><section style="margin: 10px 0px;padding-top: 1.3em;box-sizing: border-box;" powered-by="gulangu"><section style="border-top: 2px solid rgb(33, 71, 215);border-bottom: 2px solid rgb(33, 71, 215);box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="text-align: left;margin-top: -16px;margin-left: 30%;margin-right: 30%;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;box-sizing: border-box;"><section style="transform: rotate(45deg);-webkit-transform: rotate(45deg);-moz-transform: rotate(45deg);-o-transform: rotate(45deg);box-sizing: border-box;"><section style="width: 30px;height: 30px;border-left: 2px solid rgb(33, 71, 215);border-top: 2px solid rgb(33, 71, 215);background-color: rgb(255, 255, 255) !important;box-sizing: border-box;"><section style="width: 22px;height: 22px;margin: 2px;border-width: 2px;border-style: solid;border-color: rgb(33, 71, 215);box-sizing: border-box;"><section style="width: 16px;height: 16px;margin: 1px auto auto;border-width: 1px;border-style: solid;border-color: rgb(33, 71, 215);box-sizing: border-box;"><section style="width: 0px;margin: 1px auto auto;border-left: 12px solid rgb(33, 71, 215);border-bottom: 12px solid transparent !important;box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section></section></section></section></section></section></section><section style="text-align: left;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;font-size: 14px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">点击上方“”可订阅哦！</p></section></section></section></section></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 100%;border-width: 1px;border-style: solid;border-color: rgb(58, 140, 226);padding: 10px;background-color: rgb(33, 71, 215);box-sizing: border-box;"><section style="margin: 10px 0px;box-sizing: border-box;" powered-by="gulangu"><section style="width: 100%;padding: 15px 10px 25px;border-radius: 16px;margin-bottom: -30px;background-color: rgb(255, 255, 255);box-sizing: border-box;"><section style="text-align: left;color: rgb(56, 30, 5);box-sizing: border-box;" powered-by="gulangu"><p style="text-indent: 2em;text-align: justify;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">作者教授级高级工程师、广西城乡规划设计院副调研员范华，广西城乡规划设计院崔皓<span style="letter-spacing: 0px;text-indent: 0px;box-sizing: border-box;">在《规划师》2019年第19期撰文，</span>近年来，网红经济在精品示范型村庄改造实践中得到了广泛应用。文章通过分析网红经济在乡村振兴中的应用条件及国内乡村改造网红经济模式的相关案例，以广西田阳县五村镇巴某村加旭屯特色风貌改造为例，提出“山居网红”经济模式，并详细阐述“山居网红”经济模式的构建策略和具体实效，以期为网红经济下精品示范型乡村设计特别是山区村落的改造实践提供借鉴和启示。</p></section><section style="margin: 0.5em 0px;box-sizing: border-box;" powered-by="gulangu"><section style="background-color: rgb(33, 71, 215);height: 1px;box-sizing: border-box;"><br  /></section></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="width: 100%;background-color: rgb(33, 71, 215);box-sizing: border-box;"><section style="padding: 5px 10px;box-sizing: border-box;"><section style="text-align: left;color: rgb(255, 255, 255);font-size: 14px;box-sizing: border-box;" powered-by="gulangu"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">[关键词]乡村振兴；精品示范型村庄；网红经济；山居网红</p></section></section></section></section><section style="color: rgb(56, 30, 5);font-size: 14px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">[文章编号]1006-0022(2019)19-0078-05</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">[中图分类号]TU982.29</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">[文献标识码]B</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">[引文格式]范华，崔皓．网红经济下的精品示范型乡村设计策略——以广西田阳县五村镇巴某村加旭屯特色风貌改造为例[J]．规划师，2019(19)：78-82．</p></section></section><section style="height: 30px;border-bottom-width: 5px;border-bottom-style: solid;display: inline-block;vertical-align: top;border-radius: 1em;box-sizing: border-box;"><br  /></section></section></section></section><section style="margin: 0.5em 0px;text-align: center;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.3692308" data-w="65" src="http://mmbiz.qpic.cn/mmbiz_gif/ZV30oBaQUdWVeEicafcd1j7ibBjUW5gZUNM0Ngbic8diaJMTMwux5yicjegBLY1XNp0AZZRDLIRyYz6CzZZrIqHkHPw/640?wx_fmt=gif" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="gif"  /></section></section><section style="margin: 0.5em 0px;text-align: center;box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="width: 9px;height: 9px;float: left;border-top: 2px solid rgb(33, 71, 215);border-left: 2px solid rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="width: 9px;height: 9px;float: right;border-top: 2px solid rgb(33, 71, 215);border-right: 2px solid rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="clear: both;box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section><section style="margin: -5px 0px;padding: 0px 4px;box-sizing: border-box;"><section style="border-width: 1px;border-style: solid;border-color: rgb(33, 71, 215);padding: 10px;background-color: rgb(33, 71, 215);box-sizing: border-box;"><section style="font-size: 18px;color: rgb(255, 255, 255);box-sizing: border-box;" powered-by="gulangu"><p style="clear: none;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">一</strong></p><p style="clear: none;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"> 网红经济的概念及在乡村振兴中的应用条件</strong></p></section></section></section><section style="width: 9px;height: 9px;float: left;border-bottom: 2px solid rgb(33, 71, 215);border-left: 2px solid rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="width: 9px;height: 9px;float: right;border-bottom: 2px solid rgb(33, 71, 215);border-right: 2px solid rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="clear: both;box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section></section></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="border-width: 1px;border-style: dashed;border-color: black;padding: 3px;box-sizing: border-box;"><section style="border-color: rgb(33, 71, 215);border-width: 1px;border-style: solid;padding: 10px;box-sizing: border-box;"><section style="box-sizing: border-box;" powered-by="gulangu"><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">网红经济，是指依托互联网特别是移动互联网传播<span style="box-sizing: border-box;">及其社交平台推广，通过大量聚集社会关注度，形成庞</span><span style="box-sizing: border-box;">大的粉丝和定向营销市场，并围绕网红衍生出各种消</span><span style="box-sizing: border-box;">费市场，最终形成完整的网红产业链条的一种新经济</span><span style="box-sizing: border-box;">模式。</span><span style="text-indent: 2em;box-sizing: border-box;">网红经济的产生，是从“需求产生—产品推出—</span><span style="text-indent: 2em;box-sizing: border-box;">市场营销”的传统经济模式向“内容引导—需求创建—</span><span style="text-indent: 2em;box-sizing: border-box;">消费促成”的新经济模式的巨大转变。</span></p><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="box-sizing: border-box;">网红经济在精品示范型乡村振兴和改造过程中的</span><span style="box-sizing: border-box;">应用需要有3 个重要的前提条件：</span></p><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">(1) 以乡村振兴为内容载体的自媒体社群传播奠定<span style="text-indent: 2em;box-sizing: border-box;">了网红经济模式的基础。</span></p><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="text-indent: 2em;box-sizing: border-box;">伴随着中国特色社会主义进入新时代，人们的社</span><span style="text-indent: 2em;box-sizing: border-box;">交需求、尊重需求和自我实现的需求进一步放大这</span><span style="text-indent: 2em;box-sizing: border-box;">就使得内容提供者(卖方)推广的需求与内容接受者(买</span><span style="text-indent: 2em;box-sizing: border-box;">方) 体验分享的需求有可能存在交汇点，并促进乡村振</span><span style="text-indent: 2em;box-sizing: border-box;">兴优质内容的进一步传播和推广。自媒体社群正是最</span><span style="text-indent: 2em;box-sizing: border-box;">佳的实现平台—在满足分享需求的同时，实现了获客</span><span style="text-indent: 2em;box-sizing: border-box;">的零边际成本和流量边界的无限放大。</span></p><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">(2) 广泛普及的高性能化智能设备及<span style="box-sizing: border-box;">图形软件提供了网红传播的条件。</span></p><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="box-sizing: border-box;">手机拍摄像素的精度及AI 修图能力</span><span style="box-sizing: border-box;">的大幅提升与普及，为乡村旅游的体验</span><span style="box-sizing: border-box;">链接到自媒体平台提供了最重要的物质</span><span style="box-sizing: border-box;">条件——人们不再依托于专业摄影人员及</span><span style="box-sizing: border-box;">专业设备，可以低成本、高质量、更便</span><span style="box-sizing: border-box;">携地在自媒体平台展示和传播乡村旅游</span><span style="box-sizing: border-box;">的自然人文景观元素并获得社群的高曝</span><span style="box-sizing: border-box;">光率，客观形成网红经济的虹吸效应。</span></p><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">(3) 面向客户体验内容的个性化及差<span style="box-sizing: border-box;">异化的创新构筑了网红品牌的价值。</span></p><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="box-sizing: border-box;">乡村旅游当前已成为旅游业发展中</span><span style="box-sizing: border-box;">的重要环节，人们对旅游体验的多元化、</span><span style="box-sizing: border-box;">特色化及消费多层次化的需求日益提高。</span><span style="box-sizing: border-box;">因此，面向客户，深挖当地资源禀赋，</span><span style="box-sizing: border-box;">实现体验内容的个性化及差异化创新，</span><span style="box-sizing: border-box;">便成为占领自媒体社群首页、封面及热</span><span style="box-sizing: border-box;">搜的品牌内生价值。</span></p></section></section></section></section><section style="margin: 0.5em 0px;text-align: center;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.3692308" data-w="65" src="http://mmbiz.qpic.cn/mmbiz_gif/ZV30oBaQUdWVeEicafcd1j7ibBjUW5gZUNM0Ngbic8diaJMTMwux5yicjegBLY1XNp0AZZRDLIRyYz6CzZZrIqHkHPw/640?wx_fmt=gif" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="gif"  /></section></section><section style="margin: 0.5em 0px;text-align: center;box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="width: 9px;height: 9px;float: left;border-top: 2px solid rgb(33, 71, 215);border-left: 2px solid rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="width: 9px;height: 9px;float: right;border-top: 2px solid rgb(33, 71, 215);border-right: 2px solid rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="clear: both;box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section><section style="margin: -5px 0px;padding: 0px 4px;box-sizing: border-box;"><section style="border-width: 1px;border-style: solid;border-color: rgb(33, 71, 215);padding: 10px;background-color: rgb(33, 71, 215);box-sizing: border-box;"><section style="font-size: 18px;color: rgb(255, 255, 255);box-sizing: border-box;" powered-by="gulangu"><p style="clear: none;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">二</strong></p><p style="clear: none;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"></strong><strong style="box-sizing: border-box;">我国已有网红经济下的乡村振兴</strong><strong style="box-sizing: border-box;">实践</strong></p></section></section></section><section style="width: 9px;height: 9px;float: left;border-bottom: 2px solid rgb(33, 71, 215);border-left: 2px solid rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="width: 9px;height: 9px;float: right;border-bottom: 2px solid rgb(33, 71, 215);border-right: 2px solid rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="clear: both;box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section></section></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="border-width: 1px;border-style: dashed;border-color: black;padding: 3px;box-sizing: border-box;"><section style="border-color: rgb(33, 71, 215);border-width: 1px;border-style: solid;padding: 10px;box-sizing: border-box;"><section style="box-sizing: border-box;" powered-by="gulangu"><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">目前，网红经济模式在一些地区的<span style="box-sizing: border-box;">精品示范型乡村振兴和改造中正逐步得到</span><span style="box-sizing: border-box;">应用，涌现出一系列形式各异的网红模式。</span></p></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="padding: 2px;display: inline-block;background-color: rgb(156, 94, 21);box-sizing: border-box;"><section style="padding: 0px 8px;margin-right: 5px;display: inline-block;background-color: rgb(33, 71, 215);color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">（一）</p></section><section style="padding: 0px 5px;display: inline-block;color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">袁家村：“民俗网红”模式</p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">陕西省袁家村经过10年时间乡村旅<span style="box-sizing: border-box;">游的探索，成功打造了拥有3000余名经</span><span style="box-sizing: border-box;">营者、500万人次以上的年游客接待量、</span><span style="box-sizing: border-box;">5亿元以上旅游收入的“关中印象体验地”</span><span style="box-sizing: border-box;">和“陕西非遗小吃及技艺传习体验村落”，</span><span style="box-sizing: border-box;">形成了名副其实的网红“打卡”地。袁家</span><span style="box-sizing: border-box;">村模式的成功，主要有以下原因：一是对</span><span style="box-sizing: border-box;">区位优势的充分挖掘，充分把握地处西</span><span style="box-sizing: border-box;">安—咸阳1小时交通圈的旅游辐射优势，</span><span style="box-sizing: border-box;">以省内周末短途休闲客群与省外旅游客</span><span style="box-sizing: border-box;">群的庞大基数形成流量基础；二是对民</span><span style="box-sizing: border-box;">俗文化的准确定位，选择小吃作为流量</span><span style="box-sizing: border-box;">支撑点，强化非遗文化效应的对外宣传；</span><span style="box-sizing: border-box;">三是对产业模式的持续保障，通过产业</span><span style="box-sizing: border-box;">运营的模式建立现代企业管理制度，塑</span><span style="box-sizing: border-box;">造食品安全信任口碑，打造一户一品的</span><span style="box-sizing: border-box;">准入制度，并对村企业进行多平台网络</span><span style="box-sizing: border-box;">推广及媒体集中曝光，提升知名度。</span></p></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="padding: 2px;display: inline-block;background-color: rgb(156, 94, 21);box-sizing: border-box;"><section style="padding: 0px 8px;margin-right: 5px;display: inline-block;background-color: rgb(33, 71, 215);color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">（二）</p></section><section style="padding: 0px 5px;display: inline-block;color: rgb(255, 255, 255);box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">乌村：“乡愁网红”模式</p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">乌村自2016年试营业开始，引爆无<span style="box-sizing: border-box;">数媒体机构和游客的眼球，成为代表中</span><span style="box-sizing: border-box;">国最高水准的乡村旅游开发项目(图1)。</span><span style="box-sizing: border-box;">乌村之所以能够成功，取决于以下因素：</span><span style="box-sizing: border-box;">一是优质品牌的强势背书。紧邻年接待</span><span style="box-sizing: border-box;">量800万人次的乌镇，拥有无可比拟的</span><span style="box-sizing: border-box;">客源市场基础；与乌镇一脉相承的设计</span><span style="box-sizing: border-box;">团队，又为乌村提供了优质品牌的强势</span><span style="box-sizing: border-box;">背书。二是稀缺资源的定位策略。以长</span><span style="box-sizing: border-box;">三角地区稀缺的原始村落资源作为网红</span><span style="box-sizing: border-box;">内容载体，填补市场空白，同时避免了</span><span style="box-sizing: border-box;">乌镇东西栅古镇游的同质化竞争。三是</span><span style="box-sizing: border-box;">创新高效的产业模式。通过乌镇旅游公</span><span style="box-sizing: border-box;">司的统一开发运营、乌村乌镇两景点一</span><span style="box-sizing: border-box;">价全包的国际消费理念引入、首席礼宾</span><span style="box-sizing: border-box;">官CCO 服务模式创新及运营团队的大面</span><span style="box-sizing: border-box;">积媒体宣传推广，推动爆款流量的变现。</span></p></section><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.8369906" data-w="319" src="http://mmbiz.qpic.cn/mmbiz_png/j8bTq15u0mjmxluiaibfHicDFIBqHPEdEuTKIJKKmWXrzicW3Fb6IbyeMicCsKXlWibCpnUjqj3vdSRmOc50P0tD76QQ/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="padding: 2px;display: inline-block;background-color: rgb(156, 94, 21);box-sizing: border-box;"><section style="padding: 0px 8px;margin-right: 5px;display: inline-block;background-color: rgb(33, 71, 215);color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">（三）</p></section><section style="padding: 0px 5px;display: inline-block;color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">莫干山：“民宿网红”模式</p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">浙江的莫干山高端民宿仅2015年一<span style="box-sizing: border-box;">年就实现了直接营业收入3.5亿元，成为</span><span style="box-sizing: border-box;">各地民宿产业的研究和效仿对象(图2)。</span><span style="box-sizing: border-box;">莫干山“民宿网红”模式的成功，主要</span><span style="box-sizing: border-box;">取决于以下条件：一是首屈一指的区位</span><span style="box-sizing: border-box;">优势。莫干山距杭州、湖州55km，距</span><span style="box-sizing: border-box;">上海210km， 距南京250km， 拥有上</span><span style="box-sizing: border-box;">海、杭州、南京等一线城市的人口优势，</span><span style="box-sizing: border-box;">为人气汇聚提供了广阔的市场空间。二</span><span style="box-sizing: border-box;">是独树一帜的自然条件。莫干山是国家</span><span style="box-sizing: border-box;">AAAA 级旅游景区、国家级风景名胜区和</span><span style="box-sizing: border-box;">国家森林公园，享有“江南第一山”之</span><span style="box-sizing: border-box;">美誉，为民宿经济提供了良好的自然环</span><span style="box-sizing: border-box;">境，也为旅游“打卡”提供了天然的拍</span><span style="box-sizing: border-box;">摄场所。三是精巧极致的高端设计。“洋</span><span style="box-sizing: border-box;">家乐”的成功进驻，一方面以低碳环保、</span><span style="box-sizing: border-box;">极富设计感和时尚生活气息的民宿打造</span><span style="box-sizing: border-box;">自带网红打卡属性，另一方面也为网红</span><span style="box-sizing: border-box;">产品的宣传提供了品牌站台。</span></p></section><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.9228296" data-w="311" src="http://mmbiz.qpic.cn/mmbiz_png/j8bTq15u0mjmxluiaibfHicDFIBqHPEdEuTDddNhBHoHibr7FLQ8Nby22OibjNW4y7HUxnqIuiaauBcX8sMWfBLsN7KA/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="padding: 2px;display: inline-block;background-color: rgb(156, 94, 21);box-sizing: border-box;"><section style="padding: 0px 8px;margin-right: 5px;display: inline-block;background-color: rgb(33, 71, 215);color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">（四）</p></section><section style="padding: 0px 5px;display: inline-block;color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">网红乡村实践的案例启示</p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">(1) 便捷的交通可达性是打造网红经<span style="box-sizing: border-box;">济模式的先决条件。</span></p><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">方便“打卡”是乡村获得持续吸引<span style="box-sizing: border-box;">力和高人气的基础，也是乡村产生“爆棚”</span><span style="box-sizing: border-box;">视觉和从众体验的关键。无论是袁家村、</span><span style="box-sizing: border-box;">乌村还是莫干山民宿，周边热点区域内</span><span style="box-sizing: border-box;">便捷可达的交通条件都是其获客的基础。</span></p><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">(2) 优质的内容延展性是打造网红经<span style="box-sizing: border-box;">济模式的物质基础。</span></p><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">挖掘乡村的优质资源，打造区域乃<span style="box-sizing: border-box;">至行业唯一性的独特内容，避免同质化</span><span style="box-sizing: border-box;">竞争，是形成“打卡”吸引力的核心因素。</span><span style="box-sizing: border-box;">袁家村不重样的小吃、乌村所依托的乌</span><span style="box-sizing: border-box;">镇资源和莫干山独一无二的“洋家乐”，</span><span style="box-sizing: border-box;">都是将内容的延展性发挥到极致的典型</span><span style="box-sizing: border-box;">案例。</span></p><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">(3) 高效的运营统一性是网红经济模<span style="box-sizing: border-box;">式的推广关键。</span></p><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">传统的乡村经济之所以失败，在于<span style="box-sizing: border-box;">无序自发的个体运营模式。袁家村、乌</span><span style="box-sizing: border-box;">村的管理公司及莫干山的高端酒店运营</span><span style="box-sizing: border-box;">团队，都通过高效统一性的模式进行运</span><span style="text-indent: 2em;box-sizing: border-box;">营和推广，形成“公司投入推广—媒体聚</span><span style="text-indent: 2em;box-sizing: border-box;">焦曝光—流量经济扩展”的网红经济模式。</span><span style="text-indent: 2em;box-sizing: border-box;">因此，高效统筹的企业运营模式是网红</span><span style="text-indent: 2em;box-sizing: border-box;">爆点能否集中曝光的关键。</span></p><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="text-indent: 2em;box-sizing: border-box;">基于上述经验，项目组在进行广西</span><span style="text-indent: 2em;box-sizing: border-box;">田阳县五村镇巴某村加旭屯特色风貌改</span><span style="text-indent: 2em;box-sizing: border-box;">造过程中，基于当地良好的交通区位优</span><span style="text-indent: 2em;box-sizing: border-box;">势，充分挖掘广西山区地貌近山、多树、</span><span style="text-indent: 2em;box-sizing: border-box;">滨水的自然条件，配合优质强势的进驻</span><span style="text-indent: 2em;box-sizing: border-box;">企业，对加旭屯开展了“山居网红”经</span><span style="text-indent: 2em;box-sizing: border-box;">济模式的设计探索和实践。</span></p></section></section></section></section><section style="margin: 0.5em 0px;text-align: center;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.3692308" data-w="65" src="http://mmbiz.qpic.cn/mmbiz_gif/ZV30oBaQUdWVeEicafcd1j7ibBjUW5gZUNM0Ngbic8diaJMTMwux5yicjegBLY1XNp0AZZRDLIRyYz6CzZZrIqHkHPw/640?wx_fmt=gif" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="gif"  /></section></section><section style="margin: 0.5em 0px;text-align: center;box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="width: 9px;height: 9px;float: left;border-top: 2px solid rgb(33, 71, 215);border-left: 2px solid rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="width: 9px;height: 9px;float: right;border-top: 2px solid rgb(33, 71, 215);border-right: 2px solid rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="clear: both;box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section><section style="margin: -5px 0px;padding: 0px 4px;box-sizing: border-box;"><section style="border-width: 1px;border-style: solid;border-color: rgb(33, 71, 215);padding: 10px;background-color: rgb(33, 71, 215);box-sizing: border-box;"><section style="font-size: 18px;color: rgb(255, 255, 255);box-sizing: border-box;" powered-by="gulangu"><p style="clear: none;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">三</strong></p><p style="clear: none;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"></strong><strong style="box-sizing: border-box;">广西田阳县五村镇巴某村加旭屯</strong><strong style="box-sizing: border-box;">“山居网红”经济模式探析</strong></p></section></section></section><section style="width: 9px;height: 9px;float: left;border-bottom: 2px solid rgb(33, 71, 215);border-left: 2px solid rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="width: 9px;height: 9px;float: right;border-bottom: 2px solid rgb(33, 71, 215);border-right: 2px solid rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="clear: both;box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section></section></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="border-width: 1px;border-style: dashed;border-color: black;padding: 3px;box-sizing: border-box;"><section style="border-color: rgb(33, 71, 215);border-width: 1px;border-style: solid;padding: 10px;box-sizing: border-box;"><section style="box-sizing: border-box;" powered-by="gulangu"><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">田阳县五村镇巴某村加旭屯是广西<span style="box-sizing: border-box;">的深度贫困村，其特色风貌改造项目正是</span><span style="box-sizing: border-box;">广西落实扶贫攻坚、乡村振兴及《广西壮</span><span style="box-sizing: border-box;">族自治区农村人居环境整治三年行动实施</span><span style="box-sizing: border-box;">方案(2018—2020 年)》的重点工作。</span></p></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="padding: 2px;display: inline-block;background-color: rgb(156, 94, 21);box-sizing: border-box;"><section style="padding: 0px 8px;margin-right: 5px;display: inline-block;background-color: rgb(33, 71, 215);color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">（一）</p></section><section style="padding: 0px 5px;display: inline-block;color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">发展网红经济模式的基础条件</p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">根据对国内已经成功打造网红经济<span style="box-sizing: border-box;">模式的乡村改造实践的分析可知，巴某</span><span style="box-sizing: border-box;">村加旭屯具有打造精品示范型乡村网红</span><span style="box-sizing: border-box;">经济的实施条件和发展潜力，具体表现</span><span style="box-sizing: border-box;">如下：</span></p><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">(1) 项目具有良好的交通可达性。<span style="box-sizing: border-box;">加旭屯是巴某村村部所在地，村庄</span><span style="box-sizing: border-box;">距离五村镇13km，距田阳县人民政府</span><span style="box-sizing: border-box;">55km，从田阳县经东北方向的X850及</span><span style="box-sizing: border-box;">S210前往车程约1 小时，坡洪镇至雷圩</span><span style="box-sizing: border-box;">村的乡道也通过巴某村加旭屯，因此其</span><span style="box-sizing: border-box;">具有较好的交通区位优势和吸引客流的</span><span style="box-sizing: border-box;">潜力。</span></p><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">(2) 项目具有优质的内容延展性。</p><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">在自然资源方面，巴某村加旭屯具<span style="box-sizing: border-box;">有良好的自然景观风貌，四周青山合抱，</span><span style="box-sizing: border-box;">水景资源尤为突出。湖面呈四级落差，</span><span style="box-sizing: border-box;">雨季水量充沛，形成瀑布跌水，沿湖步</span><span style="box-sizing: border-box;">移景异。村屯居民点环湖分布，民居近</span><span style="box-sizing: border-box;">水而筑，村屯中心水面民居倒影与蓝天、</span><span style="box-sizing: border-box;">白云、青山等背景融为一体，具有开展</span><span style="box-sizing: border-box;">乡村生态旅游、打造“自然山水网红打</span><span style="box-sizing: border-box;">卡景点”的先天优势条件。</span></p><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">在人文资源方面，巴某村加旭屯属<span style="box-sizing: border-box;">壮族聚集区，语言风俗均以壮族文化为</span><span style="box-sizing: border-box;">主。村中保留了壮族传统节庆，如农历“二</span><span style="box-sizing: border-box;">月十五”村民理事会组织的聚餐游泳比</span><span style="box-sizing: border-box;">赛等庆祝活动，同时保留了五色糯米饭、</span><span style="box-sizing: border-box;">鸭饭、粽子、糍粑等传统食品等，有利</span><span style="box-sizing: border-box;">于塑造“民族文化网红打卡景点”。</span></p><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="box-sizing: border-box;">在建筑环境方面，巴某村加旭屯民</span><span style="box-sizing: border-box;">居主要为桂中西部的次生干栏建筑，黄</span><span style="box-sizing: border-box;">泥砖筑墙，墙体厚重，开窗通常较小，</span><span style="box-sizing: border-box;">立面虚实关系强烈。房屋颜色与裸露的</span><span style="box-sizing: border-box;">黄土地协调，在青山绿水中分外显眼，</span><span style="box-sizing: border-box;">形成一种土生土长的建筑意味，为“民</span><span style="box-sizing: border-box;">居网红打卡景点”的构建提供了自然传</span><span style="box-sizing: border-box;">承的基础。</span></p><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">(3) 项目具有企业统一运营的基础条<span style="box-sizing: border-box;">件。</span></p><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">目前，巴某村村民合作社与华润五<span style="box-sizing: border-box;">丰签订了巴某村旅游项目合作协议，合</span><span style="box-sizing: border-box;">作期限为10年，为网红经济的打造打下</span><span style="box-sizing: border-box;">了产业基础。</span></p></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="padding: 2px;display: inline-block;background-color: rgb(156, 94, 21);box-sizing: border-box;"><section style="padding: 0px 8px;margin-right: 5px;display: inline-block;background-color: rgb(33, 71, 215);color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">（二）</p></section><section style="padding: 0px 5px;display: inline-block;color: rgb(255, 255, 255);box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">“山居网红”改造模式的确立</p></section></section></section><section style="margin-top: 10px;margin-bottom: 10px;text-align: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;vertical-align: top;box-sizing: border-box;"><section style="width: 40px;height: 5px;line-height: 5px;box-sizing: border-box;"><section style="width: 5px;height: 5px;border-radius: 50%;display: inline-block;vertical-align: middle;background-color: rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="display: inline-block;vertical-align: middle;width: 30px;border-top: 1px solid rgb(33, 71, 215);border-right-color: rgb(33, 71, 215);border-bottom-color: rgb(33, 71, 215);border-left-color: rgb(33, 71, 215);box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section></section><section style="padding-left: 8px;padding-right: 8px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">1.乡村网红经济模式的构建流程</p></section><section style="width: 40px;text-align: right;margin-left: auto;height: 5px;line-height: 5px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: 30px;border-top: 1px solid rgb(33, 71, 215);border-right-color: rgb(33, 71, 215);border-bottom-color: rgb(33, 71, 215);border-left-color: rgb(33, 71, 215);box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section><section style="width: 5px;height: 5px;border-radius: 50%;display: inline-block;vertical-align: middle;background-color: rgb(33, 71, 215);box-sizing: border-box;"><br  /></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">根据上述分析，项目组提出“选定<span style="box-sizing: border-box;">目标客群—构建网红主题—制定实施策</span><span style="box-sizing: border-box;">略”的乡村网红经济模式的构建流程。</span></p></section><section style="margin-top: 10px;margin-bottom: 10px;text-align: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;vertical-align: top;box-sizing: border-box;"><section style="width: 40px;height: 5px;line-height: 5px;box-sizing: border-box;"><section style="width: 5px;height: 5px;border-radius: 50%;display: inline-block;vertical-align: middle;background-color: rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="display: inline-block;vertical-align: middle;width: 30px;border-top: 1px solid rgb(33, 71, 215);border-right-color: rgb(33, 71, 215);border-bottom-color: rgb(33, 71, 215);border-left-color: rgb(33, 71, 215);box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section></section><section style="padding-left: 8px;padding-right: 8px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">2.网红经济目标客群的确定</p></section><section style="width: 40px;text-align: right;margin-left: auto;height: 5px;line-height: 5px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: 30px;border-top: 1px solid rgb(33, 71, 215);border-right-color: rgb(33, 71, 215);border-bottom-color: rgb(33, 71, 215);border-left-color: rgb(33, 71, 215);box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section><section style="width: 5px;height: 5px;border-radius: 50%;display: inline-block;vertical-align: middle;background-color: rgb(33, 71, 215);box-sizing: border-box;"><br  /></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">基于巴某村加旭屯山水自然环境优<span style="box-sizing: border-box;">美、村落民俗特色浓厚、城镇交通距离</span><span style="box-sizing: border-box;">适宜和农业特色产业突出的资源禀赋，</span><span style="box-sizing: border-box;">项目组将其客群定义为养生度假人群、</span><span style="box-sizing: border-box;">乡愁怀旧人群、生态游览人群、民俗体</span><span style="box-sizing: border-box;">验人群和野营徒步人群五类。客源以国</span><span style="box-sizing: border-box;">内旅游市场为主，主要是广西区内、广</span><span style="box-sizing: border-box;">东珠江三角洲地区、云南、贵州的游客</span><span style="box-sizing: border-box;">市场，其他省份次之；以入境旅游市场</span><span style="box-sizing: border-box;">为辅，而入境旅游客群以东南亚客户等</span><span style="box-sizing: border-box;">为主，带动其他地区和国家的客源市场。</span><span style="box-sizing: border-box;">通过分析可以发现，寻求“野趣”和体</span><span style="box-sizing: border-box;">验“民俗”是巴某村加旭屯目标客群的</span><span style="box-sizing: border-box;">内生需求。</span></p></section><section style="margin-top: 10px;margin-bottom: 10px;text-align: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;vertical-align: top;box-sizing: border-box;"><section style="width: 40px;height: 5px;line-height: 5px;box-sizing: border-box;"><section style="width: 5px;height: 5px;border-radius: 50%;display: inline-block;vertical-align: middle;background-color: rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="display: inline-block;vertical-align: middle;width: 30px;border-top: 1px solid rgb(33, 71, 215);border-right-color: rgb(33, 71, 215);border-bottom-color: rgb(33, 71, 215);border-left-color: rgb(33, 71, 215);box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section></section><section style="padding-left: 8px;padding-right: 8px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">3.“山居网红”主题的构建</p></section><section style="width: 40px;text-align: right;margin-left: auto;height: 5px;line-height: 5px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: 30px;border-top: 1px solid rgb(33, 71, 215);border-right-color: rgb(33, 71, 215);border-bottom-color: rgb(33, 71, 215);border-left-color: rgb(33, 71, 215);box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section><section style="width: 5px;height: 5px;border-radius: 50%;display: inline-block;vertical-align: middle;background-color: rgb(33, 71, 215);box-sizing: border-box;"><br  /></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">基于巴某村加旭屯资源及客群的分<span style="box-sizing: border-box;">析，项目组提出了以构筑“山居网红”</span><span style="box-sizing: border-box;">经济模式为发展策略，以“山居营地，</span><span style="box-sizing: border-box;">慢度家园”为主题，以“生态游览、乡</span><span style="box-sizing: border-box;">村休闲、养生度假”为主要功能，坚持</span><span style="box-sizing: border-box;">“三农”、旅游、文化三位一体统筹发展，</span><span style="box-sizing: border-box;">将加旭屯建成一个环境景观优美、文化</span><span style="box-sizing: border-box;">特色突出、功能完善、设施完备、服务</span><span style="box-sizing: border-box;">水平一流的广西四星级汽车旅游营地、</span><span style="box-sizing: border-box;">广西五星级乡村旅游区、广西休闲农业</span><span style="box-sizing: border-box;">与乡村旅游示范点。</span></p></section></section></section></section><section style="margin: 0.5em 0px;text-align: center;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.3692308" data-w="65" src="http://mmbiz.qpic.cn/mmbiz_gif/ZV30oBaQUdWVeEicafcd1j7ibBjUW5gZUNM0Ngbic8diaJMTMwux5yicjegBLY1XNp0AZZRDLIRyYz6CzZZrIqHkHPw/640?wx_fmt=gif" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="gif"  /></section></section><section style="margin: 0.5em 0px;text-align: center;box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="width: 9px;height: 9px;float: left;border-top: 2px solid rgb(33, 71, 215);border-left: 2px solid rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="width: 9px;height: 9px;float: right;border-top: 2px solid rgb(33, 71, 215);border-right: 2px solid rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="clear: both;box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section><section style="margin: -5px 0px;padding: 0px 4px;box-sizing: border-box;"><section style="border-width: 1px;border-style: solid;border-color: rgb(33, 71, 215);padding: 10px;background-color: rgb(33, 71, 215);box-sizing: border-box;"><section style="font-size: 18px;color: rgb(255, 255, 255);box-sizing: border-box;" powered-by="gulangu"><p style="clear: none;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">四</strong></p><p style="clear: none;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"></strong><strong style="box-sizing: border-box;">“山居网红”经济模式下的改造</strong><strong style="box-sizing: border-box;">策略与规划内容</strong></p></section></section></section><section style="width: 9px;height: 9px;float: left;border-bottom: 2px solid rgb(33, 71, 215);border-left: 2px solid rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="width: 9px;height: 9px;float: right;border-bottom: 2px solid rgb(33, 71, 215);border-right: 2px solid rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="clear: both;box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section></section></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="border-width: 1px;border-style: dashed;border-color: black;padding: 3px;box-sizing: border-box;"><section style="border-color: rgb(33, 71, 215);border-width: 1px;border-style: solid;padding: 10px;box-sizing: border-box;"><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="padding: 2px;display: inline-block;background-color: rgb(156, 94, 21);box-sizing: border-box;"><section style="padding: 0px 8px;margin-right: 5px;display: inline-block;background-color: rgb(33, 71, 215);color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">（一）</p></section><section style="padding: 0px 5px;display: inline-block;color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">“山居网红”高质量的内容打造实施方案</p></section></section></section><section style="margin-top: 10px;margin-bottom: 10px;text-align: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;vertical-align: top;box-sizing: border-box;"><section style="width: 40px;height: 5px;line-height: 5px;box-sizing: border-box;"><section style="width: 5px;height: 5px;border-radius: 50%;display: inline-block;vertical-align: middle;background-color: rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="display: inline-block;vertical-align: middle;width: 30px;border-top: 1px solid rgb(33, 71, 215);border-right-color: rgb(33, 71, 215);border-bottom-color: rgb(33, 71, 215);border-left-color: rgb(33, 71, 215);box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section></section><section style="padding-left: 8px;padding-right: 8px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">1.轻量化设计</p></section><section style="width: 40px;text-align: right;margin-left: auto;height: 5px;line-height: 5px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: 30px;border-top: 1px solid rgb(33, 71, 215);border-right-color: rgb(33, 71, 215);border-bottom-color: rgb(33, 71, 215);border-left-color: rgb(33, 71, 215);box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section><section style="width: 5px;height: 5px;border-radius: 50%;display: inline-block;vertical-align: middle;background-color: rgb(33, 71, 215);box-sizing: border-box;"><br  /></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">为了实现巴某村加旭屯的“山居网<span style="box-sizing: border-box;">红”经济模式的塑造及可持续性的提升，</span><span style="box-sizing: border-box;">项目组在巴某村加旭屯改造设计中强调</span><span style="box-sizing: border-box;">轻量化设计的原则，具体表现在以下3</span><span style="box-sizing: border-box;">个方面：</span></p><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">(1) 规划设计的轻量化。</p><p style="margin: 0px;text-indent: 2em;white-space: normal;padding: 0px;box-sizing: border-box;"><span style="box-sizing: border-box;">规划设计避免大面积的建筑拆除改</span><span style="box-sizing: border-box;">造，维持原有村屯环湖布局模式，保持</span><span style="box-sizing: border-box;">村屯原有的巷里格局，保留乡土原生态</span><span style="box-sizing: border-box;">并最大程度地节约项目资金。通过拆除</span><span style="box-sizing: border-box;">整治牲畜房、附属杂物房等，优化村屯</span><span style="box-sizing: border-box;">小型绿化公共活动空间；修建村庄外围</span><span style="box-sizing: border-box;">环路，引导车行交通绕行村屯中心；新</span><span style="box-sizing: border-box;">建、拓宽、修整道路，改造畸形狭窄道路，</span><span style="box-sizing: border-box;">建设顺畅的村屯道路系统，满足日常交</span><span style="box-sizing: border-box;">通与旅游观赏的需求(图3)。</span></p></section><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.6444099" data-w="644" src="http://mmbiz.qpic.cn/mmbiz_png/j8bTq15u0mjmxluiaibfHicDFIBqHPEdEuTG5oc7FbziaxOpibwmGlWM3C9W8ZtdnFQeCGy56dxSJQALp9YPytN45Tg/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">(2) 建筑设计的轻量化。</p><p style="text-indent: 2em;margin: 0px;white-space: normal;padding: 0px;box-sizing: border-box;">建筑设计的轻量化特别强调统筹兼<span style="box-sizing: border-box;">顾，既要符合改善生活的要求，又要打</span><span style="box-sizing: border-box;">造具有乡土特色及吸引力的网红建筑，</span><span style="box-sizing: border-box;">并使之能够与时俱进，体现可持续性，</span><span style="box-sizing: border-box;">使民宅真正成为同时满足村民及外来人</span><span style="box-sizing: border-box;">群需求的民宿。基于此，项目组以当地</span><span style="box-sizing: border-box;">传统建筑的灰色、土黄色为主色调，以</span><span style="box-sizing: border-box;">墙漆还原传统生土墙质感，以当地杉木</span><span style="box-sizing: border-box;">制成格栅提取壮锦元素，就地取材，营</span><span style="box-sizing: border-box;">造亲切自然的乡土气息；通过钢结构等</span><span style="box-sizing: border-box;">材料和结构形式对屋面等进行修缮与改</span><span style="box-sizing: border-box;">造，通过现代手法和最低的改造成本还</span><span style="box-sizing: border-box;">原桂中西部干栏式建筑的民族特色，为</span><span style="box-sizing: border-box;">立面调整提升顺应网红审美需求提供最</span><span style="box-sizing: border-box;">大的改造可能(图4)。</span></p></section><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.8068966" data-w="290" src="http://mmbiz.qpic.cn/mmbiz_png/j8bTq15u0mjmxluiaibfHicDFIBqHPEdEuT2aA7lNeVWx0Sl1vpHDCWibsjM3von3oLDJXyB3RHA5LVNOowwTVgxZg/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">此外，对于具有特殊网红节点意义<span style="box-sizing: border-box;">的建筑，项目组也进行了轻量化的改造。</span><span style="box-sizing: border-box;">例如，位于巴某村加旭屯中部的村史展</span><span style="box-sizing: border-box;">览馆是村庄传统建筑保留最为完好的一</span><span style="box-sizing: border-box;">处，为桂中西部单层次生干栏建筑，以</span><span style="box-sizing: border-box;">黄泥砖砌筑，墙体厚重。但至今已无人</span><span style="box-sizing: border-box;">居住，场地杂乱，杂草丛生，建筑外墙</span><span style="box-sizing: border-box;">存在一定程度的开裂，屋顶漏水。针对</span><span style="box-sizing: border-box;">这些问题，项目组在对村史展览馆外立</span><span style="box-sizing: border-box;">面及材质进行最大程度保留的同时，重</span><span style="box-sizing: border-box;">新对建筑内部功能结构等进行改造提升：</span><span style="box-sizing: border-box;">一是增设内部夹层，提升内部使用效率</span><span style="box-sizing: border-box;">和空间趣味，为壮族生活特点和传统建</span><span style="box-sizing: border-box;">筑形式的表现传承提供良好的展示空间；</span><span style="box-sizing: border-box;">二是对原来的屋面系统进行修缮和重建，</span><span style="box-sizing: border-box;">增设照明及天窗等；三是在室外设计体</span><span style="box-sizing: border-box;">育运动区和休闲观景区，并设置步道以</span><span style="box-sizing: border-box;">提高场地的可达性。通过以上改造，为</span><span style="box-sizing: border-box;">将村史展览馆塑造成为乡村传统文化特</span><span style="box-sizing: border-box;">色的网红展示节点及游客的自然聚集地</span><span style="box-sizing: border-box;">和关注点提供条件。</span></p><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">(3) 景观设计的轻量化。</p><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">景观设计的轻量化主要表现在以下<span style="box-sizing: border-box;">两个方面：一方面，强调原生态、乡土</span><span style="box-sizing: border-box;">特色、村庄自然环境要素的渗透，在改</span><span style="box-sizing: border-box;">造中多考虑采用本土材料，对拆除建(构)</span><span style="box-sizing: border-box;">筑物产生的建筑材料进行综合利用，达</span><span style="box-sizing: border-box;">到留存村屯历史碎片、降低环境改造成</span><span style="box-sizing: border-box;">本的目的。另一方面，利用植物生长的</span><span style="box-sizing: border-box;">季节性特点及环境要素进行景观节点塑</span><span style="box-sizing: border-box;">造：一是以乡土水生挺水植物和浮水植</span><span style="box-sizing: border-box;">物(荷花、海菜花) 为特色，搭配种植多</span><span style="box-sizing: border-box;">种湿地景观花卉，塑造溪泉湿地景观风</span><span style="box-sizing: border-box;">貌；二是依托山体现有的零散自然红枫</span><span style="box-sizing: border-box;">林，进行红色系木本植物景观提升，营</span><span style="box-sizing: border-box;">造独特的春、秋景观特色；三是以台地、</span><span style="box-sizing: border-box;">石山、田园为基础打造多年生草本花田，</span><span style="box-sizing: border-box;">如油菜花、向日葵和薰衣草等，形成四</span><span style="box-sizing: border-box;">季有花、多彩绚烂的花田景观等。</span></p></section><section style="margin-top: 10px;margin-bottom: 10px;text-align: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;vertical-align: top;box-sizing: border-box;"><section style="width: 40px;height: 5px;line-height: 5px;box-sizing: border-box;"><section style="width: 5px;height: 5px;border-radius: 50%;display: inline-block;vertical-align: middle;background-color: rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="display: inline-block;vertical-align: middle;width: 30px;border-top: 1px solid rgb(33, 71, 215);border-right-color: rgb(33, 71, 215);border-bottom-color: rgb(33, 71, 215);border-left-color: rgb(33, 71, 215);box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section></section><section style="padding-left: 8px;padding-right: 8px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">2.外延增量改进</p></section><section style="width: 40px;text-align: right;margin-left: auto;height: 5px;line-height: 5px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: 30px;border-top: 1px solid rgb(33, 71, 215);border-right-color: rgb(33, 71, 215);border-bottom-color: rgb(33, 71, 215);border-left-color: rgb(33, 71, 215);box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section><section style="width: 5px;height: 5px;border-radius: 50%;display: inline-block;vertical-align: middle;background-color: rgb(33, 71, 215);box-sizing: border-box;"><br  /></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">“山居网红”经济的持续实施，需<span style="box-sizing: border-box;">要滚动式的资金投入来强化基础设施建</span><span style="box-sizing: border-box;">设。项目组通过多种途径，提升村庄基</span><span style="box-sizing: border-box;">础设施条件和人居环境，如增设公共建</span><span style="box-sizing: border-box;">筑和娱乐活动空间，构筑人流聚集点；</span><span style="box-sizing: border-box;">规划牲畜点，实现人畜分离，改善村屯</span><span style="box-sizing: border-box;">卫生环境；积极考虑旅游接待设施建设，</span><span style="box-sizing: border-box;">对小型综合服务中心、公厕、停车场等</span><span style="box-sizing: border-box;">尽量考虑与游客对公共服务设施的需求</span><span style="box-sizing: border-box;">相兼容。</span></p></section><section style="margin-top: 10px;margin-bottom: 10px;text-align: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;vertical-align: top;box-sizing: border-box;"><section style="width: 40px;height: 5px;line-height: 5px;box-sizing: border-box;"><section style="width: 5px;height: 5px;border-radius: 50%;display: inline-block;vertical-align: middle;background-color: rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="display: inline-block;vertical-align: middle;width: 30px;border-top: 1px solid rgb(33, 71, 215);border-right-color: rgb(33, 71, 215);border-bottom-color: rgb(33, 71, 215);border-left-color: rgb(33, 71, 215);box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section></section><section style="padding-left: 8px;padding-right: 8px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">3.产业立体发展</p></section><section style="width: 40px;text-align: right;margin-left: auto;height: 5px;line-height: 5px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: 30px;border-top: 1px solid rgb(33, 71, 215);border-right-color: rgb(33, 71, 215);border-bottom-color: rgb(33, 71, 215);border-left-color: rgb(33, 71, 215);box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section><section style="width: 5px;height: 5px;border-radius: 50%;display: inline-block;vertical-align: middle;background-color: rgb(33, 71, 215);box-sizing: border-box;"><br  /></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">加旭屯作为巴某村其中的一个村屯，<span style="box-sizing: border-box;">在改造过程中，项目组将其与其他村屯</span><span style="box-sizing: border-box;">的改造统筹规划部署，突出打造山水之</span><span style="box-sizing: border-box;">源、养生之乐、乡愁之美、山地之趣、</span><span style="box-sizing: border-box;">壮乡之情及田园之歌六大主题旅游产品</span><span style="box-sizing: border-box;">项目，实现网红经济的多元立体内容输</span><span style="box-sizing: border-box;">出(表1)。</span></p></section><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.5039246" data-w="637" src="http://mmbiz.qpic.cn/mmbiz_png/j8bTq15u0mjmxluiaibfHicDFIBqHPEdEuTGPBAsmvibbf8oau7TRibf0lzBhA62ia6P0yL84S3f6jY0C2OncQkg80Hg/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="padding: 2px;display: inline-block;background-color: rgb(156, 94, 21);box-sizing: border-box;"><section style="padding: 0px 8px;margin-right: 5px;display: inline-block;background-color: rgb(33, 71, 215);color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">（二）</p></section><section style="padding: 0px 5px;display: inline-block;color: rgb(255, 255, 255);box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">“山居网红”经济模式的优势企业运营实施方案</p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">巴某村通过引入华润五丰等优势企<span style="box-sizing: border-box;">业进行统一运营管理，从而实现以产业</span><span style="box-sizing: border-box;">支撑旅游，通过旅游促进产业发展及休</span><span style="box-sizing: border-box;">闲旅游与农业发展深度融合的目标。</span></p><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="box-sizing: border-box;">企业依托巴某村各村屯的不同特征，</span><span style="box-sizing: border-box;">以打造具有广西地区唯一性的“山地避</span><span style="box-sizing: border-box;">暑度假营地群”网红品牌为目标，按三</span><span style="box-sizing: border-box;">星或四星标准，统一打造各类居住野营</span><span style="box-sizing: border-box;">旅游产品，有效整合资源，避免景区的</span><span style="box-sizing: border-box;">野蛮发展；将桃李基地、油菜花田等经</span><span style="box-sizing: border-box;">济观赏种植纳入巴某村旅游总体开发中，</span><span style="box-sizing: border-box;">按照统一品种、统一规格、统一种植时间、</span><span style="box-sizing: border-box;">统一技术、统一肥水管理、统一病虫害</span><span style="box-sizing: border-box;">防治及统一品牌销售的“七个统一”要求，</span><span style="box-sizing: border-box;">确保植被符合科学种植的要求，确保景</span><span style="box-sizing: border-box;">观整体效果；基于环境地域承载能力，</span><span style="box-sizing: border-box;">采取“村民自愿申请，村民合作社审核，</span><span style="box-sizing: border-box;">旅游部门服务建设，专业团队经营管理，</span><span style="box-sizing: border-box;">年底保底分红”的方式，有序引导农户</span><span style="box-sizing: border-box;">进行民宿改造，避免同质化竞争。</span></p></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="padding: 2px;display: inline-block;background-color: rgb(156, 94, 21);box-sizing: border-box;"><section style="padding: 0px 8px;margin-right: 5px;display: inline-block;background-color: rgb(33, 71, 215);color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">（三）</p></section><section style="padding: 0px 5px;display: inline-block;color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">“山居网红”经济模式的焦点媒体曝光实施方案</p></section></section></section><section style="margin-top: 10px;margin-bottom: 10px;text-align: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;vertical-align: top;box-sizing: border-box;"><section style="width: 40px;height: 5px;line-height: 5px;box-sizing: border-box;"><section style="width: 5px;height: 5px;border-radius: 50%;display: inline-block;vertical-align: middle;background-color: rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="display: inline-block;vertical-align: middle;width: 30px;border-top: 1px solid rgb(33, 71, 215);border-right-color: rgb(33, 71, 215);border-bottom-color: rgb(33, 71, 215);border-left-color: rgb(33, 71, 215);box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section></section><section style="padding-left: 8px;padding-right: 8px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">1.主流媒体集中报道</p></section><section style="width: 40px;text-align: right;margin-left: auto;height: 5px;line-height: 5px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: 30px;border-top: 1px solid rgb(33, 71, 215);border-right-color: rgb(33, 71, 215);border-bottom-color: rgb(33, 71, 215);border-left-color: rgb(33, 71, 215);box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section><section style="width: 5px;height: 5px;border-radius: 50%;display: inline-block;vertical-align: middle;background-color: rgb(33, 71, 215);box-sizing: border-box;"><br  /></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">为迅速打响巴某村的知名度，构建<span style="box-sizing: border-box;">网红节点，在项目改造完成后，政府、</span><span style="box-sizing: border-box;">企业等联合发动主流媒体进行集中报道。</span><span style="box-sizing: border-box;">央视宣传片、广西新闻频道、人民网、</span><span style="box-sizing: border-box;">百色新闻网、新浪网、广西壮族自治区</span><span style="box-sizing: border-box;">政府门户网站及南宁地铁公益广告多次</span><span style="box-sizing: border-box;">出现巴某村网红景点的视频图像资料，</span><span style="box-sizing: border-box;">为巴某村引发社会关注打下了基础。</span></p></section><section style="margin-top: 10px;margin-bottom: 10px;text-align: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;vertical-align: top;box-sizing: border-box;"><section style="width: 40px;height: 5px;line-height: 5px;box-sizing: border-box;"><section style="width: 5px;height: 5px;border-radius: 50%;display: inline-block;vertical-align: middle;background-color: rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="display: inline-block;vertical-align: middle;width: 30px;border-top: 1px solid rgb(33, 71, 215);border-right-color: rgb(33, 71, 215);border-bottom-color: rgb(33, 71, 215);border-left-color: rgb(33, 71, 215);box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section></section><section style="padding-left: 8px;padding-right: 8px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">2.热点平台、推文的企业推广</p></section><section style="width: 40px;text-align: right;margin-left: auto;height: 5px;line-height: 5px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: 30px;border-top: 1px solid rgb(33, 71, 215);border-right-color: rgb(33, 71, 215);border-bottom-color: rgb(33, 71, 215);border-left-color: rgb(33, 71, 215);box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section><section style="width: 5px;height: 5px;border-radius: 50%;display: inline-block;vertical-align: middle;background-color: rgb(33, 71, 215);box-sizing: border-box;"><br  /></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">除主流媒体外，巴某村还通过多个<span style="box-sizing: border-box;">热点平台进行渗透宣传。例如，通过腾</span><span style="box-sizing: border-box;">讯视频、爱奇艺等网站短视频对巴某村</span><span style="box-sizing: border-box;">风貌进行宣传，通过马蜂窝等旅游APP</span><span style="box-sizing: border-box;">对巴某村旅游攻略进行推送，通过东方</span><span style="box-sizing: border-box;">财富网APP、同花顺APP 等财经类平台</span><span style="box-sizing: border-box;">进行金融投资联动等，有效实现多人群</span><span style="box-sizing: border-box;">的立体投放。</span></p></section><section style="margin-top: 10px;margin-bottom: 10px;text-align: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;vertical-align: top;box-sizing: border-box;"><section style="width: 40px;height: 5px;line-height: 5px;box-sizing: border-box;"><section style="width: 5px;height: 5px;border-radius: 50%;display: inline-block;vertical-align: middle;background-color: rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="display: inline-block;vertical-align: middle;width: 30px;border-top: 1px solid rgb(33, 71, 215);border-right-color: rgb(33, 71, 215);border-bottom-color: rgb(33, 71, 215);border-left-color: rgb(33, 71, 215);box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section></section><section style="padding-left: 8px;padding-right: 8px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">3.流量经济零边际成本推广</p></section><section style="width: 40px;text-align: right;margin-left: auto;height: 5px;line-height: 5px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: 30px;border-top: 1px solid rgb(33, 71, 215);border-right-color: rgb(33, 71, 215);border-bottom-color: rgb(33, 71, 215);border-left-color: rgb(33, 71, 215);box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section><section style="width: 5px;height: 5px;border-radius: 50%;display: inline-block;vertical-align: middle;background-color: rgb(33, 71, 215);box-sizing: border-box;"><br  /></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">巴某村充分利用流量经济特点，发<span style="box-sizing: border-box;">挥推广投入产出的效益最大化优势。例</span><span style="box-sizing: border-box;">如，采用油菜花海、桃李花田多次在抖音、</span><span style="box-sizing: border-box;">微信朋友圈等自媒体平台刷屏，实现流</span><span style="box-sizing: border-box;">量经济、网红快消经济、朋友圈经济及</span><span style="box-sizing: border-box;">关系经济等模式“推广成本为零、推广</span><span style="box-sizing: border-box;">边际无限”的效应，极大地增加社会的</span><span style="box-sizing: border-box;">关注度。2019 年春节，仅油菜花海一项</span><span style="box-sizing: border-box;">爆点就吸引游客总数超过3 万人次，带</span><span style="box-sizing: border-box;">来了显著的经济效益。</span></p></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="padding: 2px;display: inline-block;background-color: rgb(156, 94, 21);box-sizing: border-box;"><section style="padding: 0px 8px;margin-right: 5px;display: inline-block;background-color: rgb(33, 71, 215);color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">（四）</p></section><section style="padding: 0px 5px;display: inline-block;color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">“山居网红”经济模式设计成果</p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">基于上述设计理念，巴某村加旭屯<span style="box-sizing: border-box;">目前正逐步打造“四时花常在，万壑水</span><span style="box-sizing: border-box;">接天” 的四季网红打卡景观节点：春游</span><span style="box-sizing: border-box;">油菜花海，遍赏桃李芬芳；夏观芰荷滴翠，</span><span style="box-sizing: border-box;">卧听凉泉蛩响；秋沐红林浸染，静思乡</span><span style="box-sizing: border-box;">愁远望；冬迎葵花向阳，尽享年味飘香。</span><span style="box-sizing: border-box;">如此，有效增强了乡村旅游产品的季节</span><span style="box-sizing: border-box;">适应性和吸引力，提升了趣味性和新鲜</span><span style="box-sizing: border-box;">感。从2019 年春节期间爆点效应的现象</span><span style="box-sizing: border-box;">可以预见：随着自媒体流量平台的进一</span><span style="box-sizing: border-box;">步推广传播及村内外基础设施建设的不</span><span style="box-sizing: border-box;">断完善，巴某村必将在未来持续迎来客</span><span style="box-sizing: border-box;">群流量的爆发式增长，形成“山居网红”</span><span style="box-sizing: border-box;">经济可持续的良性循环(图5)。</span></p></section><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.6408046" data-w="348" src="http://mmbiz.qpic.cn/mmbiz_png/j8bTq15u0mjmxluiaibfHicDFIBqHPEdEuT2Tb0eOGk2dyF18ZyxYMNg5JfbJ9McGAMhENUGBu3qDicicvqEznOHnvg/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section></section></section></section><section style="margin: 0.5em 0px;text-align: center;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.3692308" data-w="65" src="http://mmbiz.qpic.cn/mmbiz_gif/ZV30oBaQUdWVeEicafcd1j7ibBjUW5gZUNM0Ngbic8diaJMTMwux5yicjegBLY1XNp0AZZRDLIRyYz6CzZZrIqHkHPw/640?wx_fmt=gif" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="gif"  /></section></section><section style="margin: 0.5em 0px;box-sizing: border-box;" powered-by="gulangu"><section style="height: 2em;box-sizing: border-box;"><section style="display: inline-block;margin: 0px 15%;width: 70%;height: 2em;background-color: rgb(33, 71, 215);border-bottom-color: rgb(33, 71, 215);box-sizing: border-box;"><section style="line-height: 1;background-color: rgba(255, 255, 255, 0.2);padding: 0.5em 0px;text-align: center;color: rgb(255, 255, 240);font-size: 21px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">五   结语</strong></p></section></section></section><section style="margin-top: -1.6em;height: 2em;clear: both;box-sizing: border-box;"><section style="width: 25%;height: 0px;float: left;border-top: 1em solid rgb(33, 71, 215);border-bottom: 1em solid rgb(33, 71, 215);border-left: 1em solid transparent !important;box-sizing: border-box;line-height: 0;"><br  /></section><section style="width: 25%;height: 0px;float: right;border-top: 1em solid rgb(33, 71, 215);border-bottom: 1em solid rgb(33, 71, 215);border-right: 1em solid transparent !important;box-sizing: border-box;line-height: 0;"><br  /></section></section></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="border-width: 1px;border-style: dashed;border-color: black;padding: 3px;box-sizing: border-box;"><section style="border-color: rgb(33, 71, 215);border-width: 1px;border-style: solid;padding: 10px;box-sizing: border-box;"><section style="box-sizing: border-box;" powered-by="gulangu"><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">巴某村加旭屯“山居网红”经济模<span style="box-sizing: border-box;">式的成功应用，将对未来乡村振兴特别</span><span style="box-sizing: border-box;">是山区村落的改造实践具有较为典型的</span><span style="box-sizing: border-box;">示范意义和启示：首先，“山居网红”</span><span style="box-sizing: border-box;">经济模式的改造实践体现了欠发达地区</span><span style="box-sizing: border-box;">特别是山区三四线城市邻近乡村经济的</span><span style="box-sizing: border-box;">市场潜力和广阔空间，为欠发达地区拉</span><span style="box-sizing: border-box;">动内需、增加地方收入提供了优秀的范</span><span style="box-sizing: border-box;">例。其次，“山居网红”经济模式的改</span><span style="box-sizing: border-box;">造实践证实了欠发达地区开辟乡村旅游</span><span style="box-sizing: border-box;">市场、形成与发达地区乡村旅游错位竞</span><span style="box-sizing: border-box;">争的可行性，有利于推动欠发达地区积</span><span style="box-sizing: border-box;">极推进本地优势资源开发，形成“投入—</span><span style="box-sizing: border-box;">创收—再投入”的良性循环。再次，“山</span><span style="box-sizing: border-box;">居网红”经济模式的改造实践展示了立</span><span style="box-sizing: border-box;">体宣传、广泛推进宣传自媒体化的互联</span><span style="box-sizing: border-box;">网流量思维对欠发达地区乡村振兴的重</span><span style="box-sizing: border-box;">要推动作用，为欠发达地区进一步开拓</span><span style="box-sizing: border-box;">社群经济、流量经济的创新做法起到了</span><span style="box-sizing: border-box;">引导和示范作用。最后，“山居网红”</span><span style="box-sizing: border-box;">经济模式的改造实践说明了乡村振兴产</span><span style="box-sizing: border-box;">业化运营的重要性，有利于为今后乡村</span><span style="box-sizing: border-box;">振兴统筹规划思路、克服个体经济的无</span><span style="box-sizing: border-box;">组织性及打造整体旅游主题品牌进一步</span><span style="box-sizing: border-box;">强化决策信心。从巴某村加旭屯改造建</span><span style="box-sizing: border-box;">成后的实际效益看，“山居网红”经济</span><span style="box-sizing: border-box;">模式具有一定的推广意义。</span></p><p style="text-indent: 2em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">由于乡村振兴是涵盖经济、生态、<span style="box-sizing: border-box;">文化、政治及社会等多层次、多方面的</span><span style="box-sizing: border-box;">国家战略，需要各级政府机关、社会力</span><span style="box-sizing: border-box;">量及乡镇居民的全员参与，建议在未来</span><span style="text-indent: 2em;box-sizing: border-box;">的乡村振兴实践中，进一步强化金融领</span><span style="text-indent: 2em;box-sizing: border-box;">域的支持和产业经济的带动作用，强化</span><span style="text-indent: 2em;box-sizing: border-box;">规划设计的引领优势，为“建设资本愿</span><span style="text-indent: 2em;box-sizing: border-box;">意投、居民能够富、环境更加美”的社</span><span style="text-indent: 2em;box-sizing: border-box;">会主义新型乡村提供更多的创新实践。</span></p></section></section></section></section><section style="margin: 0.5em 0px;text-align: center;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.3692308" data-w="65" src="http://mmbiz.qpic.cn/mmbiz_gif/ZV30oBaQUdWVeEicafcd1j7ibBjUW5gZUNM0Ngbic8diaJMTMwux5yicjegBLY1XNp0AZZRDLIRyYz6CzZZrIqHkHPw/640?wx_fmt=gif" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="gif"  /></section></section><section style="margin: 10px 0% 20px;text-align: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 90%;vertical-align: top;padding: 15px;border-width: 1px;border-radius: 5px;border-style: solid;border-color: rgb(160, 160, 160);background-position: 233.929% 1.8202%;background-repeat: repeat;background-size: 107.589%;background-attachment: scroll;background-image: url("http://mmbiz.qpic.cn/mmbiz_png/q7P3bbAXhONGCY69o5evaiboibLiahxSiaOtJlicQBYDaEBCINxQO2eJllLwico1sxu58lxRnnpJt3MqAksJYdPYBDxg/640?wx_fmt=png");box-sizing: border-box;"><section style="font-size: 15px;color: rgb(110, 110, 110);box-sizing: border-box;" powered-by="gulangu"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">来源：2019年19期<span style="letter-spacing: 0px;line-height: 1.6;box-sizing: border-box;">《规划师》</span><span style="letter-spacing: 0px;line-height: 1.6;box-sizing: border-box;">杂志</span></p></section><section style="margin: 0.5em 0px;box-sizing: border-box;" powered-by="gulangu"><section style="border-top: 1px dashed rgb(132, 81, 21);box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section></section><section style="font-size: 15px;color: rgb(110, 110, 110);box-sizing: border-box;" powered-by="gulangu"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">新媒体编辑：刘晓莹</p><p style="margin: 0px;padding: 0px;box-sizing: border-box;">审读：刘芳<br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="margin: 0px;box-sizing: border-box;" powered-by="gulangu"><section style="padding: 0px 1.5em;margin-bottom: -35px;box-sizing: border-box;"><section style="padding: 10px;width: 100%;display: inline-block;background-color: rgb(33, 71, 215);box-sizing: border-box;"><section style="text-align: center;color: rgb(255, 255, 255);font-size: 14px;box-sizing: border-box;" powered-by="gulangu"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">文章全文详见《规划师》2019年19期</strong></p><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">《</strong>网红经济下的精品示范型乡村设计策略——以广西田阳县五村镇巴某村加旭屯特色风貌改造为例<strong style="letter-spacing: 0px;box-sizing: border-box;">》</strong></p></section></section></section><section style="height: 5px;margin-bottom: 5px;background-color: rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="height: 5px;margin-bottom: 5px;background-color: rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="height: 5px;margin-bottom: 5px;background-color: rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="height: 5px;margin-bottom: 5px;background-color: rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="height: 5px;margin-bottom: 5px;background-color: rgb(33, 71, 215);box-sizing: border-box;"><br  /></section><section style="height: 5px;margin-bottom: 5px;background-color: rgb(33, 71, 215);box-sizing: border-box;"><br  /></section></section><section style="margin: 0.5em 0px;text-align: center;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.3692308" data-w="65" src="http://mmbiz.qpic.cn/mmbiz_gif/ZV30oBaQUdWVeEicafcd1j7ibBjUW5gZUNM0Ngbic8diaJMTMwux5yicjegBLY1XNp0AZZRDLIRyYz6CzZZrIqHkHPw/640?wx_fmt=gif" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="gif"  /></section></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;vertical-align: bottom;width: 100%;transform: rotate(0.1deg);-webkit-transform: rotate(0.1deg);-moz-transform: rotate(0.1deg);-o-transform: rotate(0.1deg);box-sizing: border-box;"><section style="width: 0px;float: left;border-left: 0.8em solid rgb(33, 71, 215);border-top: 0.8em solid rgb(33, 71, 215);border-right: 0.8em solid transparent !important;border-bottom: 0.8em solid transparent !important;box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section><section style="width: 0px;float: right;border-top: 0.8em solid rgb(33, 71, 215);border-right: 0.8em solid rgb(33, 71, 215);border-left: 0.8em solid transparent !important;border-bottom: 0.8em solid transparent !important;box-sizing: border-box;height: 0px;line-height: 0;"><br  /></section></section><section style="margin: -1.6em 0px;border-width: 3px;border-style: solid;border-color: rgb(33, 71, 215);padding: 10px 15px;box-sizing: border-box;"><section style="text-align: center;color: rgb(156, 94, 21);font-size: 12px;box-sizing: border-box;" powered-by="gulangu"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">识别图中二维码</p><p style="margin: 0px;padding: 0px;box-sizing: border-box;">进入微店购买《规划师》杂志</p></section><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="1" data-w="850" src="http://mmbiz.qpic.cn/mmbiz_jpg/j8bTq15u0mjmxluiaibfHicDFIBqHPEdEuTdxShcdG0oVmCCQLDBgMEMZTW6YtrunqHgDlo558MUXy9YzKvf4Gxeg/640?wx_fmt=jpeg" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="jpeg"  /></section></section><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" 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