电商经济下园林元素促进文旅融合发展的营销策略研究

Research on Marketing Strategies for Garden Elements Promoting the Integration of Culture and Tourism under the E‑Commerce Economy

摘要: 电商经济的纵深发展为园林元素赋能文旅融合提供了新的机遇与路径。当前，园林文旅在跨领域传播、产品多元与产业跨界方面取得了积极进展，但仍面临产品体系失衡、内容营销浅层化、产业链条割裂及复合型人才匮乏等深层困境。破解上述困境，亟需推动营销策略的系统性升级：从产品售卖转向IP生态构建，实现价值升维；打造线上线下融合的消费闭环，重构消费场景；构建全域协同的营销体系，贯通渠道链路；培育复合型运营人才，强化人才赋能。通过上述策略优化，可有效释放园林元素在文旅融合中的核心动能，推动行业从“卖产品”向“卖IP、卖体验、卖生活方式”的价值跃迁，以期为电商经济背景下园林文旅的高质量发展提供实践指引。

Abstract: The in-depth development of the e-commerce economy provides new opportunities and pathways for garden elements to empower the integration of culture and tourism. At present, garden cultural tourism has achieved positive progress in cross-domain communication, product diversification and industrial cross-border integration. However, it still faces deep-seated dilemmas including an unbalanced product system, superficial content marketing, a fragmented industrial chain, and a shortage of compound talents. To address these problems, it is urgent to promote the systematic upgrading of marketing strategies: shifting from product sales to IP ecological building to realize value upgrading; building an online-offline integrated consumption closed loop to reconstruct consumption scenarios; establishing a marketing system coordinated across all domains to realize channel connection; and cultivating compound operational talents to strengthen talent empowerment. Through the above strategy optimization, the core driving force of garden elements in cultural tourism integration can be effectively unleashed, promoting the industrial value transformation from “selling products” to “selling IP, selling experiences, and selling lifestyles.” This study can provide practical references for the high-quality development of garden cultural tourism under the background of the e-commerce economy.