The overall construction of Wenlv Town is a complex and systematic work, covering tourism, culture, commerce, real estate, leisure, catering, hotels and other industries, involving tourism products, tourism routes, tourism activities, including food, hotels, folk customs, activities and other rich contents.

1

strategic positioning of wenlv town-finding the basic point

according to the local characteristics, formulate the overall development goal, development plan, brand image design and core industry design of wenlv town, finalize the development basic point for wenlv town, and find the development nuclear power and DNA of wenlv town.

implement the strategic positioning of wenlv town, and build the town into a characteristic wenlv town with rich cultural atmosphere, low building density, distinctive industry, vibrant market, unique charm of culture and attractive ecology, or industry, culture or resources, or theme amusement or architecture as the core of the industry.

(1) Overall development goal

The blueprint of Wenlv Town is the power source to attract foreign investment. On the blueprint of Wenlv town, the government function mechanism, sustainable development space, industrial environment construction, social and economic benefit evaluation, enterprise growth environment, market competition pressure, talent development mechanism, etc. are clearly described, so as to attract investment from enterprises and gather talents.

(II) Development Plan

The construction of Wenlv Town itself is a systematic project with a long duration, which requires short-term and medium-and long-term plans with clear goals.

(3) Brand image design

Establish the unique LOGO, brand concept and slogan of Wenlv Town, and establish a distinctive brand image of Wenlv Town through the brand visual system and behavior system.

(4) Design of core industries

The construction of Wenlv town must seek and inject supporting industries, and promote the development of related industries through the industrial effects of supporting industries. In the design of the core industry of Wenlv town, it is necessary to combine the local cultural characteristics, industrial characteristics, resource characteristics and the industrial fields of the main investment enterprises and other factors.

ii

the industrial model of wenlv town-finding a fulcrum

(1) building a closed industrial chain

through the design and construction of core industries, with the help of the market appeal of core industries, the tourism consumption power and industrial effects are highly grafted, such as health care, fishing, food, lodging and leisure, and the integration of production, supply, marketing and research is formed, so as to create

(II) Multi-format integration

Wenlv Town is a characteristic town with tourism+,culture+and industry+,and it is an industrial model with multi-format development.

(III) Development mode

At present, the mainstream models in China are "ancient architecture", "health care for the aged", "golf manor", "hot spring metropolis", "cultural resort hotel complex", "leisure Mall", "characteristic scenic spot complex", "multi-leisure complex" and "theme cultural town"

iii

the profit model of wenlv town-finding a market

wenlv town needs investment and construction, and sustainable development requires the establishment of a multi-party profit model. From the market point of view, Wenlv Town is a new platform for the development of Wenlv industry. Without good product design, business model and return on investment, social capital will not enter.

Therefore, the design of the profit model of Wenlv Town can help to promote the PPP model of the town. The government supports it by means of entrustment, franchising and fund, and develops and recruits professional companies to operate in a market-oriented way, and participates in the construction and operation of Wenlv Town in a diversified way.

the profit model of wenlv town mainly comes from two aspects: wenlv real estate and operating income.

(I) Sales revenue of Wenlv Real Estate

Wenlv Real Estate is a systematic project, including environmental improvement, resource integration, industrial restructuring and housing construction. The ultimate goal is to enhance regional value and maximize social benefits. The return period of investment is relatively long, and operation and service are very important. Traditional developers are used to developing sales-oriented properties, but they are not good at the operation of holding properties. It is unrealistic to see returns soon.

1. Strive for concessions from the government in land transfer

Cultural tourism projects usually cover a large area. If they can help the government to implement the corresponding public interests in project development, the government is usually willing to give certain concessions on land prices. It can effectively reduce risks and input costs.

2. Pull the government to carry out external publicity and promotion

In some large-scale cultural tourism projects, the government will often set up temporary special management institutions to promote the brand image as key urban projects or image projects.

3. Gradually increase the operation of tourism projects

While selling houses, increase the operation of tourism projects. Because there are many fields involved in tourism real estate, it is necessary to integrate cooperative resources such as hotel operators and theme park operators in internal operation, and to integrate cooperative resources such as travel agencies and surrounding attractions in external resource introduction.

4. Transfer to the long-term and stable tourism operation part

The focus of the project is entirely on the tourism operation part, taking long-term operation as an organic part of tourism real estate project products, and doing a good job in the management of businesses, hotels, theme parks and other formats, and entering a long-term and stable operation stage.

5. Establish your own IP industrial chain

Those who win IP win the world, and build your own industrial chain by introducing the concept of IP. For example, film and television theme, animation theme, cultural theme and so on.

(II) Operating income of Wenlv town

1. Tourism income

As a mature tourism product, Wenlv town itself can bring economic benefits, such as tourist tickets and sales income of tourism products.

2. Commercial income

Various businesses in Wenlv Town bring economic benefits.

3. Catering income

The economic benefits brought by various catering in Wenlv town, such as farmhouse music and folk catering.

4. Performance income

Economic benefits brought by various performance activities held in Wenlv town.

5. Accommodation income

Economic benefits brought by star hotels, theme hotels, homestay hotels, express hotels and family hotels.

6. Industrial income

Economic benefits brought by the first, second and third industries in Wenlv town.

IV

Planning and Layout of Wenlv Town-Dingzidi

How to build Wenlv Town, first of all, we must solve the planning and layout problems, and the reasonable planning of business district, industrial district, business district, residential district, public service area and other related functional areas.

(1) General requirements

1. Meet the needs of sustainable development

The layout of Wenlv town should pay attention to long-term benefits, and achieve overall planning, rolling development and cascade construction. Respect the local ecological environment, cultural ecology and lifestyle, and integrate, blend and adapt to each other.

2. Protecting resources

In planning and design, we should make full use of natural landforms, continue the traditional pattern of natural development and respect the characteristics of natural environment.

3. Show local cultural characteristics

Small town blocks reflect regional, ethnic, traditional or times characteristics, and the style, color and volume of residential buildings should be coordinated. Planning and construction should maintain rural features and have urban functions. Urban-rural integration is not the same as urban-rural integration.

(II) Design concept

The design of small towns should reflect walking, convenience, diversity, unique style and distinctive culture, and should be life-oriented, functional mixed, high-density, compact, micro-landscape, dense roads, and the most effective use of infrastructure, so that energy consumption and operating costs are low.

a small town should have a cultural heritage, which will help to enhance the local people's sense of cultural identity and spiritual belonging, and will also accumulate and form new cultural characteristics or bright colors.

small towns should have complete functions, excellent education, good doctors for illness, good wages for work, livable housing and old-age care. The best travel town is to let people live, and they don't want to leave when they live.

v

supporting construction of wenlv town-tamping foundation

the supporting construction of wenlv town mainly meets the needs of town residents in three aspects: supporting life, supporting tourism and supporting industry.

(1) Supporting infrastructure

1. Transportation facilities

Establish convenient external and internal transportation systems. Strengthen the connection between towns and transportation trunk lines and transportation hub cities, improve the technical level and traffic capacity of highways, improve traffic conditions and improve service levels.

promote the development of urban (suburban) railways in big cities, form a multi-level rail transit backbone network, efficiently connect large, medium and small cities with characteristic towns, and promote interconnection.

strengthen the construction of slow traffic facilities such as walking and cycling, and make a good connection between the slow traffic system and the public traffic system.

promote the construction of public parking lots and strengthen the management of vehicle parking.

2. Educational facilities

Promote the construction of various educational facilities in Wenlv town, and the construction of science, education, culture and health facilities such as science and technology museums, schools, cultural centers, hospitals and sports halls.

speed up the training center for senior and middle-level talents, promote the standardization of compulsory education schools, promote the joint running of well-known primary and secondary schools in cities and counties and urban primary and secondary schools, and expand the coverage of quality education resources.

3. Administrative facilities

The construction of administrative and business offices, comprehensive services, convenience service centers, government services, tourism and leisure, business logistics, talent apartments and other supporting facilities in Wenlv Town.

4. Medical and health facilities

Perfect public services, especially the supply of high-quality education and medical resources, are important factors to enhance the population gathering ability of characteristic towns. It is necessary to promote the transformation of public * * * services from allocation according to administrative levels to allocation according to the size of permanent residents. According to the growth trend and spatial distribution of permanent residents in cities and towns, we should make overall arrangements to build public * * * service facilities such as schools, medical and health institutions, cultural and sports venues, and vigorously improve the quality and level of public * * * services such as education and health, so that residents can enjoy more quality public * * * services such as education and medical care.

5. Financial service facilities

Development banks have increased credit support for franchising, government purchasing services and other modes, especially by exploring various types of PPP modes, introducing large enterprises to participate in investment, and guiding social capital to participate extensively. Give full play to the comprehensive service functions and functions of the development bank "investment, loans, bonds, leasing, securities and funds", and provide financial advisory services in setting up funds, issuing bonds and asset securitization.

6. Municipal public facilities

Construction of public infrastructure such as water network, power grid, road network, information network, gas supply, heat supply and underground utility tunnel; Construction of environmental facilities such as sewage treatment, garbage disposal, landscaping, water ecosystem and water environment management, and ecological restoration projects.

build broadband network infrastructure and service facilities with high speed, high quality, low price and convenient service, promote information benefiting the people based on people, strengthen the information infrastructure construction of characteristic towns, accelerate the process of fttp, and build an intelligent cultural tourism town.

(II) Commercial supporting construction

1. Catering

Develop theme catering according to local cultural characteristics and create special catering, such as Wenlv farmhouse music.

2. Hotels

Promote the construction of high-end star hotels, express hotels, homestay hotels and theme hotels according to the needs of Wenlv Town.

3. Commerce

Convenience commercial facilities such as department stores, small bazaars, agricultural products trading markets, lifestyle supermarkets, pharmacies and shops.

(III) Supporting leisure construction

Promote the construction of business halls, teahouses, cafes, badminton halls, billiards halls, fitness centers, chess and card rooms, KTV, health halls and other facilities.

VI

Cultural construction of Wenlv town

Culture is the DNA of Wenlv town, the core characteristic of Wenlv town, and the fundamental difference from other Wenlv towns. The nature, ecology, culture, landscape, folk customs and other resources of Wenlv town are unique, even if they are similar, their characteristics are unique. However, in the planning and construction of Wenlv town, we need to dig deeply to truly find the characteristics different from other Wenlv towns, so as to avoid homogenization competition with the development of surrounding tourism projects.

the cultural construction of wenlv town can be strengthened through theme activities, cultural activities and cultural publicity.

(1) Theme activities

By holding theme activities, on the one hand, it can expand the brand awareness of Wenlv Town, on the other hand, it can expand its influence in society and attract enterprises, businesses and individuals from all over the world to participate actively.

Theme activities include in-depth theme planning of the existing activities in Wenlv Town to further expand the scale and influence of the activities; Planning and holding large-scale performance activities; Planning and holding of large-scale festivals; Planning and holding of major international and domestic events, etc.

(II) Cultural activities

Carry out education on cultural characteristics of Wenlv town, improve residents' satisfaction with urban construction, strive to be a "universal tour guide" and cultivate lovers.