以下文章来源于惊蛰研究所 ，作者惊蛰研究所消费组 惊蛰研究所 . 探索发现新经济。 来源丨 惊蛰研究所（ID：jingzheyanjiusuo） 作者丨娅沁 图源丨摄图网 如今提起古镇，大众的评判标准似乎已高度统一：商业化严不严重。 商业化，俨然成了古镇的"原罪"。越是声名在外的古镇，越是饱受商业化诟病；越是冷门的古镇，反而因其未开发的 状态，对游客更有吸引力。 于是，古镇旅游的风向悄然转变。人们开始有意识地绕开"名镇"，转而去找寻那些仍住着原住民、游客稀疏、生活未 被过度打搅的清净之地，以体验到真正的、纯粹的古镇风貌。 当以小吃、纪念品、服饰和客栈为核心的传统商业模式，不断让一座座古镇渐失个性、趋于雷同的今天，围绕古镇的 讨论，或许早已不再是"要不要商业化"，而是，古镇需要怎样的商业化？在旧模式已然饱和的当下，古镇商业化的新 空间，究竟在哪里？ "逃"不出的古镇 中国现代意义上的古镇旅游，可追溯至20世纪80年代的周庄。当时发展旅游的初衷，是为了筹集资金以保护古镇风 貌。据学术研究资料，80年代的周庄除了零星的绘画爱好者和写生学生外，几乎不见游客踪影。直到1989年，周庄正 式对外开放，当年游客5.5万人次 ...

Core Insights - The article discusses the challenges faced by ancient towns in China, highlighting the contrast between the successful model of Wuzhen and the struggles of many other towns that have attempted to replicate its success [2][7][12]. Group 1: Overview of Ancient Towns - There are over 2,800 ancient towns in China, with 312 recognized as national historical and cultural towns, primarily located in Jiangsu and Sichuan [2]. - The success of Wuzhen has inspired many local governments to invest heavily in developing or replicating ancient towns, leading to significant financial commitments [7]. Group 2: Wuzhen's Success Factors - Wuzhen's development began in 1999, focusing on unified planning and construction, which was innovative at the time [3]. - The team behind Wuzhen emphasized restoring historical aesthetics and implementing underground infrastructure to maintain the town's traditional appearance [3]. - Operational management was crucial, with over 90% of businesses being self-operated, ensuring service consistency and quality [4]. Group 3: Challenges Faced by Other Ancient Towns - Many towns, despite heavy investments, have failed due to poor planning and operational execution, leading to significant financial losses [7][8]. - A common issue is the homogenization of offerings, where similar shops and products dilute the unique appeal of each town [8][9]. - The lack of local cultural integration and the tendency to replicate successful models without adaptation have contributed to the sameness of many ancient towns [9][12]. Group 4: Recommendations for Improvement - Experts suggest focusing on cultural excavation, product innovation, and management optimization to combat homogenization [12][13]. - Establishing unique cultural identities for each town and enhancing visitor experiences through diverse offerings are essential [13][14]. - Retaining local residents and their traditional businesses can help maintain the authentic atmosphere of ancient towns [9][14].