在流量竞争激烈、内容同质化明显的当下，镇江文旅直播并未简单停留在"展示风景"，而是通过对资源 整合方式与传播路径的重构，逐步实现从"被看见"到"被选择"的转变。 镇江文旅直播入选省级优秀案例 账号协同，探索文旅直播"镇江路径" 观察镇江文旅直播的运营逻辑，一个显著特点是双账号协同运行。2025年起，镇江文旅集团系统搭建起 以"镇畅游"和"嗨！镇江"为核心的直播矩阵，形成分工清晰、相互引流的传播结构。 扬子晚报网12月26日讯（通讯员 纪安璐 记者 姜天圣）当文旅消费不断向线上迁移，一座城市如何在屏 幕另一端被"看见"，并进一步被"选择"，成为不少地方文旅探索的共同课题。 日前，"2024—2025江苏文旅消费热力观察"优秀案例名单公布，镇江文化旅游产业集团申报的"慢享生 活 来镇畅游"文旅直播间项目，入选"传播热事件"领域优秀案例，为这一问题提供了一个来自镇江的答 案。 其中，"镇畅游"更像一张线上"文旅服务台"，围绕游客实际需求，将景区门票、水上游船、酒店住宿、 特色餐饮、旅游年卡及文创产品等资源集中呈现，解决"怎么玩、住哪儿、怎么安排"的问题；"嗨！镇 江"则更偏向内容传播端口，借助赛事、节庆等热点节点， ...

Core Insights - The domestic tourism market in China has shown significant growth in the first half of the year, with 3.285 billion trips taken, representing a year-on-year increase of 20.6%, and total spending reaching 3.15 trillion yuan, up 15.2% [1] Group 1: Economic Impact - Cultural and tourism consumption is a crucial factor influencing China's economic growth, serving as a new growth point and a vital support for expanding domestic demand [1] - The upgrading of cultural and tourism consumption is an interactive process between supply and demand, aiming to address issues of both surplus and shortage in the market [1] Group 2: Challenges in the Market - The tourism market faces challenges such as mismatched supply and demand, insufficient exploration of regional resource advantages, and a lack of diverse and high-quality tourism products and services [2] - Digital technology integration with tourism resources remains superficial, lacking sustainable vitality, and online tourism platforms often operate without adequate regulation, leading to consumer rights violations [2] Group 3: Policy and Initiatives - The government encourages the development of national-level night cultural and tourism consumption clusters, promoting extended operating hours for key areas and creating immersive night tourism products [2] - Initiatives include issuing tourism annual cards and various discount packages, as well as launching cultural tourism consumption co-branded bank cards with special merchant discounts [3]

Core Viewpoint - Xinyi Rural Commercial Bank is enhancing service efficiency and creating unique advantages in rural revitalization and cultural tourism finance through a dual approach of "technology empowerment + specialized finance" [1] Group 1: Operational Transformation - The bank has fully launched a smart operation platform, transitioning various operational tasks online, including inventory checks, cash voucher applications, personnel management, and electronic registration [3] - The trial promotion of smart PAD functionality in 28 branches has led to 7,831 authorized transactions in the first quarter, effectively streamlining counter services [3] Group 2: Digital Transformation - The bank has improved its distributed retail platform, processing 93% of personal loans through this system, and has optimized online office mini-programs to enhance user experience [5] - A digital marketing platform has been integrated with the retail platform, allowing for precise data collection and effective business reporting [5] Group 3: Customer Operations - The bank is implementing a tiered management strategy for retail customers, enhancing engagement through targeted marketing activities and promotions [6][7] - Collaborative efforts with local tourism companies to promote cultural tourism credit card products and community welfare activities are being emphasized to improve service quality [7] Group 4: Future Directions - The bank aims to strengthen risk control capabilities and deepen ecological scene integration to adapt to the continuous evolution of financial technology and customer needs [7]