本案例由江南大学商学院的朱晋伟教授团队撰写，江南大学商学院案例中心研究员陈田田全文改编，江南大学商学院案例中心研究员盛诗慧为责任编辑，作者拥有著作权中的署名权、修改权、改编权。

摘要：鼋头渚风景区是无锡市的标志性大型旅游景区，是全国AAAAA级风景区。历经百年风雨，享有“太湖佳绝处，毕竟在鼋头”的美名。然而随着时代潮流的发展，游客市场需求与旅游偏好也在转变。近年来，鼋头渚的樱花景点与旅游产品逐渐大放异彩，让发展趋势趋于平稳的鼋头渚重新焕发生机。然而，樱花的影响力逐渐冲击了原有的“太湖佳绝处”的战略定位。如何选择适合鼋头渚未来发展的战略定位与产品发展规划，成为史东明董事长迫在眉睫需要思考的问题。本案例通过梳理鼋头渚风景区发展的历史、赏樱热潮带来的效益、现有景区发展现状以及面临的诸多挑战等，尝试总结了鼋头渚风景区在原有战略与现有战略之间的矛盾与共性，试图找出能够最佳的未来发展之路。

关键词：鼋头渚风景区；樱花热潮；战略定位；未来规划

Yuantouzhu Scenic Area: Plan for future strategic positioning

Abstract: Yuantouzhu Scenic Area is Wuxi's landmark tourist scenic area, and the national AAAAA level scenic area. After hundred years of wind and rain, it has the good reputation of “Yuantouzhu enjoys the best part of Taihu Lake”. However, with the development of The Times, tourist market demand and tourist preference are also changing. In recent years, the cherry blossom scenic spots and tourism products of Yuantouzhu gradually shine, Yuantouzhu Scenic Area, which has stabilised its development trend, is coming back to life. However, the influence of cherry blossom has gradually impacted the strategic positioning of the original “the best part of Taihu Lake” spot. How to choose the strategic positioning and product development planning suitable for the future development of Yuantouzhu has become an urgent problem for Chairman Shi Dongming to consider. By combing the history of the development of Yuantouzhu Scenic area, the benefits brought by the boom of cherry appreciation, the current development situation of the existing scenic area and many challenges it faced, this case tries to summarize the contradictions and similarities between the original strategy and the existing strategy of Yuantouzhu Scenic Area, and tries to find the best way for its future development.

Keywords: Yuantouzhu Scenic Area; The cherry blossom boom; Strategic positioning; Future planning