Suzhou Internet Teacher Garden Litting Culture's New "Night" state of "Classical Night Garden of the Internet Master Garden"

The World Heritage "Suzhou Classical Garden" refers to the freehand landscape garden of scholars in the Jiangnan area of ​​the Jiangnan area during the Ming and Qing Dynasties. In 1997 and 2000, nine gardens were used as typical examples and were included in the World Heritage List by UNESCO.

The online master garden is a very distinctive garden in the world heritage "Suzhou Classical Garden": the house garden is well -preserved; Mr. Chen is respected as the "small garden pole", the middle garden retains the appearance of the Qianjia period of the Qing Dynasty, and this period The Chinese gardening art reached the highest peak; the Garden Hall of the Garden Palace was settled in the "Blue Book" of Mingxuan in 1980; At that time, Zhang Xin was known as "the Holy Land of the Industrial Park"; the "Net Master Garden Classical Night Garden" project began in 1990, which lasted for more than 30 years, becoming tourists to quickly understand the Jiangnan dwellings, Jiangnan opera culture, and Jiangnan cultural life. A window ...

Every uniqueness is enough to create value for the new and development of classical gardens. In recent years, the "night culture", which has frequently appeared in, has not been a fresh word for the "Internet Master Garden Classical Night Garden", but it is worth thinking about its positioning, connotation, and many issues involved.

First, review history. The "Net Master Garden Classical Night Garden" project began in 1990. Its birth has a certain background of the times, and it is closely related to the development background of the "Southern Jiangsu Mode". In the 1980s, the "Southern Jiangsu Mode" created a new way for China's economy. By the early 1990s, Suzhou set off a climax of open economic development with investment promotion as its main means. The establishment and development of Suzhou New District and Industrial Park (introduced in 1992, officially established in 1994) is the most significant sign of this stage. Essence

In the 1990s, it had a pioneering and creativity of the times. In March 1990, in accordance with the requirements of the Suzhou Municipal Government, in order to allow tourists at home and abroad to appreciate the cultural style of Wu at home and abroad, and enrich the entertainment and entertainment of the evening, the Municipal Garden Bureau, Tourism Bureau, and Cultural Bureau jointly founded the "Internet Master Garden Classical Night Garden" to open up New ideas for the development of characteristic cultural tourism have lasted for more than 30 years.

For Suzhou's urban development, the project of the China -Singapore Industrial Park is very important. In 1993, in the two -story small building (commonly known as the "Miss Building") of the net master garden, the two governments had negotiated more than ten times of the project content. Singapore guests deeply sighs that the traditional Chinese culture reflected by the Internet Master Park is deeply impressed by Chinese officials, while Chinese officials are convinced by Singaporean's advanced urban management concepts. At that time, Zhang Xinsheng, the mayor, later commented on the Internet Teacher Park that "it is the holy place of the Suzhou Industrial Park." As Liao Jian, then the first secretary of the park, said, "The beauty of the garden shows the humanistic spirit and values ​​of the owner through the artistic art. The beauty of the park lies in her thoughts. , Still find a modern road with Chinese characteristics .... Miss Garden of the Internet represents the ancient civilization of Suzhou, China and Singapore Cooperation Construction Industrial Park, which represents Suzhou modern civilization. "

Therefore, from that time, the "Internet Master Garden Classical Night Garden" has two main functions: First, the traditional Suzhou, which shows "first glance" for foreign tourists, including Suzhou's most famous gardens, Kunqu and Bouncing. ; The second is to show the local cultural elements for foreign companies, and use the power of culture to attract the flag of China Merchants. These functions lasted for more than 30 years. By 2022, after experiencing the changes in various international situations and the rational reflection that emerged from the epidemic, it is necessary to make some positive summary and reflection on the "Internet Master Garden Classical Night Garden".

Second, reflect on positioning. One is the concept of "home". As mentioned above, as a classic case for the preservation of the traditional houses of Jiangnan, the online master park has a small and warm atmosphere in the integration of the house, and the sense of affinity, civilianization, and home atmosphere have been easily ignored when they were open at night. A good brand should move people's hearts. The concept of "home" can be the intuitive feeling of this brand brought to the audience, so that the guests can experience culture and life in the garden to enjoy the scene, and also allow the soul to "go home". This may be the spirit that people in this era most needed. comfort. Regardless of "Jiangnan Culture" or "Suzhou Story", the Internet Master Park is a small entry, from tangible to intangible experience and perception.

The second is the display of "time and space art". As a World Heritage Site, from the perspective of inheritance at night, it can also expand the brand's positioning and extension. Looking back at history, the initial night display of the garden did not consider too much, and more focused on the atmosphere and function of the venue carrier. Garden is a "five -sensory experience" space art. If the garden during the day is visual -based appreciation landscape, then at night, it focuses more on other sensory experiences and an atmosphere experience for the quiet environment of the garden. "Although it is made by people, it is open from the sky" "within the one -ah, and the Qiankun is made." The garden is the art of time and space. The night garden expressing this time and space is the best interpretation of the value of the "Suzhou Classical Garden" heritage. At this point, the "Humble Administrator's Ask" of Humble Administrator's Garden walked ahead.

The third is the richness of the "night" culture. The "China Night Economic Development Report" proposes the development process of "three old three -new three -new -like -year -like" consumption scenarios. The "three -year -old" refers to the night market, performances and scenic spots, city night landscape light and scenic night tour are still the main theme of tourists night tour. "New Three Sams" refers to festivals, venues, and blocks. The night festival can be divided into new cultural carriers and new cities. Cultural venues are new landscapes in the city. Essence "Two times" refers to bookstores, ancient towns, and villages. Bookstores are more carried by a city at night, and ancient towns and villages are new places for night tour in the future. The development of the "Internet Master Garden Classical Night Garden" is experiencing the various stages of the night consumption scene "Old Three -New Three Sams — Similarly". Starting from the "old three" stage of night markets, performing arts, and scenic spots, it is undertaking the night festival (new cultural carrier and new city business card), cultural venue (new city landscape line), block consumer area (high -frequency consumer area and new network network network The driving of red land (frequent interaction with the entire street of the net red) is even more needed to connect the "repeated" scenes of cultural leisure. Then, implement it step by step. Based on the continuous expansion of positioning, the "Internet Master Garden Classical Night Garden" retains the classic content after continuous practice through the market. In a small and delicate space, it is compactly arranged for song art programs, flexible mobile tour guide services, and at the same time with popular prices to meet the market to meet the market to meet the market to meet the market to meet the market Basic needs. At the same time, in terms of space, shows, services, formats, etc., gradually enrich the connotation and extension of the brand.

Breaking the limitations of garden physical space and pioneering new space internally and outside the outside world. Limited space, in order to ensure safety and experience comfort, continue to develop the tea room and cloud caves inside the Garden's internal Luhua Pavilion. At the same time, the night garden atmosphere extends to the surrounding areas, such as Kuojiatou Lane and Shiquan Street.

Break through the limitations of the performance show and create a special program of the online master park. Keep classic song art fragments, such as "Fifteen Fifteen Grandromes", "Dream of the Garden" and the opening of the evaluation, etc., to create a stage drama and double dance drama with the characteristics of the online master's garden, enrich the content of the program, and form a special program of the night garden brand.

Breakthrough the limitations of marketing methods, increase new formats and propaganda methods. Since the media era, the introduction of online celebrity punching point settings is also an excellent means to attract young clients. Combined with the latest and hottest topics, such as "Menghua Record", combined with the interactive experience of young people, integrates the classical night garden atmosphere temperament, set up changing punch cards, etc. to attract topic discussions and conducive to self -media communication experience items. At the same time, the layout is extended to create the night garden ecosystem. The front door can be set up with "net division market". It will jointly expand the night garden scene with the Internet celebrity brand, and extend the connotation and extension of the brand.

Breakthrough the theoretical limitations, strengthen professional thinking and discussion. As an old brand of more than 30 years, it is necessary to take care of experts, markets, and companies in many ways. In terms of positioning, connotation, path, mechanism and other aspects, they are actively innovating and seeking and exploring more possibilities.

In the era of content and quality, there is a dividend of human heart and a return of value in order to sustain the brand's influence and market recognition. The "Net Master Garden Classical Night Garden" was restarted in 2022. It has already become a responsibility of the protection and inheritance of inheritance, and it is also a promise to the public. It is also a unremitting exploration of garden people for heritage development and garden development!

(Wu Chenyu's author is the director of the Management Office of the Suzhou Network Teacher Park, a doctor of history)

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