Changyu Wine Culture Museum (2021-2025) Medium - and Long Term Development Plan

The Changyu Wine Culture Museum is currently a national second level museum, awarded titles such as National Industrial Tourism Demonstration Base and China Federation of Overseas Chinese Patriotic Education Base, with a wide social influence. The Changyu Wine Culture Museum is an important display platform and carrier of Changyu's corporate culture, a landmark of Yantai's regional culture, and a milestone in Changyu's international development and industrial tourism. In today's globalized world, wine museums play an increasingly important role as a platform to showcase the history, culture, and brewing techniques of wine. However, facing the constantly changing market environment and diverse needs of visitors, how to keep up with the times and promote the development of wine museums has become an urgent issue for wine culture practitioners.

1、 Guiding ideology

Guided by the General Policy of the Communist Party of China, promoting traditional Chinese culture, continuously strengthening the management level of museums, improving the quality of museum operations, fully leveraging the platform role of museums, continuously promoting the development of the museum industry, optimizing and strengthening the Changyu tourism brand, and better meeting the needs of social services, a five-year (2021-2025) medium and long-term development plan is formulated to guide the strategic development of museums in the future. This plan aims to clarify the strategic development goals, key tasks, and guarantee measures of the museum, providing solid support and guarantee for its development.

2、 Work objectives

In the future development, our overall goal is to deeply develop wine cultural tourism based on the "Centennial Changyu, Legendary Quality" wine brand, create the "Changyu Wine Culture Tour" industrial tourism brand, achieve diversified integration and utilization of industrial and historical cultural resources, promote the development of Yantai's cultural industry, promote the construction of two civilizations, and create a resource-saving and harmonious society, Make constructive contributions to the internationalization of Chinese wine. The specific work goals for the next five years are divided into the following aspects:

（1） Inheritance and Exhibition of Changyu Wine Culture

Firstly, wine museums should strive to inherit and showcase the rich historical and cultural heritage of wine. Through exhibitions, educational activities, and interactive experiences, visitors can gain a deeper understanding of the origin, development, brewing techniques, and cultural connotations of wine in various historical periods. At the same time, strengthen cooperation with local wine producing regions, invite industry professionals to regularly hold lectures or tasting activities, and provide tourists with more practical wine knowledge.

（2） Exhibition of Wine Brewing Techniques and Techniques

Wine museums should focus on showcasing the development history of winemaking techniques and techniques. The museum enhances physical displays, images, videos, and other forms to introduce tourists to the entire process of wine making, including grape planting, picking, pressing, fermentation, aging, and other stages. In addition, simulation brewing facilities will be added to allow tourists to personally participate and gain a deeper understanding of brewing techniques.

（3） Tourist participation and interactive experience

Improving the participation and interactive experience of tourists is an important direction for the development of wine museums. By designing fun interactive projects such as DIY wine making, tasting courses, blind tasting challenges, etc., we aim to stimulate tourists' interest and curiosity in wine. At the same time, providing personalized guided services for tourists, tailoring tour routes according to their interests and needs, and improving the immersive travel experience.

（4） Digitalization and technological transformation

Utilize digital and technological means to upgrade and transform the wine museum. Building digital exhibitions, utilizing technologies such as virtual reality (VR) and augmented reality (AR) to present more vivid exhibition content to visitors. Develop an official website and mobile application for the Wine Museum, providing online guidance, virtual visits, and registration for tasting courses, making it convenient for visitors to stay informed about the museum's updates anytime, anywhere.

（5） Collaborative development with communities and schools

Strengthen cooperation with local communities and schools to promote the sustainable development of museums. Establish cooperative relationships with local schools, enterprises, troops, etc., and jointly organize various activities and projects. At the same time, pay attention to public needs, actively carry out public welfare activities, and enhance the social influence of wine museums. Through cooperation with all parties, achieve a situation of resource sharing and mutual benefit.

3、 Implementation content

（1） Brand building and research and development

1. Key development and cultivation of self owned alcoholic products have become mainstream products in museums. Deeply explore the history and cultural stories of Changyu, and develop distinctive independent products.
2. Focus on the development and cultivation of grape seed oil, facial mask, essential oil soap and other cultural products to become big pieces. Developing new products guided by the aesthetics of wine lifestyle.
3. Strengthen the construction of museum sites, plan distinctive promotional activities, and strive to enhance the social impact of museums.
4. Organize a Changyu wine making classroom activity to popularize wine tasting knowledge and improve the wine appreciation level of citizens and tourists.
5. Carry out wine culture activities for young journalists and patriotic education activities for primary and secondary school students, leverage the "second classroom" role of the Changyu Wine Culture Museum, and enhance its influence in social education.
6. Plan a series of special promotional activities to enrich the cultural life of the masses, taking into account festivals such as Spring Festival, International Museum Day, Labor Day, China Snake and Dragon Ball Day, Army Day, National Day, and Double Ninth Festival.
7. Adopting a "going out" approach, strengthening communication and cooperation with other museums, and improving the level of industry museums.
8. Utilize the beautiful park environment of the museum to carry out diversified income generating activities such as courtyard style wedding celebrations, wine etiquette on campus, themed tasting, and wine tasting salons.

（2） Strengthen the hardware and institutionalized construction of museums

1. Further improve the rules and regulations for document issuance, cultural relic archives management, official seal management, material requisition, financial management, and continuously improve management level and office efficiency.
2. Strictly follow the regulations of the collection of cultural relics, continue to increase the collection of cultural relics through various levels and channels of society, and enrich the collection of cultural relics. The plan is to reach a scale of 60000 collections by 2023.
3. For high-quality teams, standardize and develop reception processes and standards, utilize the advantages of museum resources, and deeply explore customized tours.
4. Adhering to the purpose of "standardized service, refined service, humanized service, and personalized service", we have developed a strict and standardized training system, established a graded assessment system for tour guides, and trained a team of gold medal guides. Develop the "Scenic Area Butler" process, management standards, and follow-up measures to provide one-stop reception services for high-quality guests and consumer leaders.
5. With the rapid development of technology and the increasing demand for tourists to experience wine culture, existing venues are no longer able to meet the public's expectations for diversified, interactive, and immersive deep tours. The Changyu Wine Culture Museum plans to renovate and upgrade its existing venue facilities by the end of 2022, and complete the renovation and put it into operation by mid-2023. By introducing advanced technological means to transform the museum, it will become a more modern, interactive, and immersive venue. It will undoubtedly help enhance the visiting experience of tourists, expand the influence of wine culture, and bring better economic benefits to museums.

（3） Explore the multimedia upgrade and renovation of outdated exhibition items, and add convenient service facilities

1. Fully integrating with experiential projects, enriching the content of Changyu Brewing Classroom, improving research and learning products, and building it into a famous research and learning brand in Yantai City and even Shandong Province.
2. Build a DIY comprehensive production center and focus on experiential tourism.
3. The projection of the film and television hall has been replaced with high-definition full-color LED screens, providing tourists with a better viewing experience; The small conference room has changed its original projection layout and added a mobile screen projection function to meet the diversified needs of the company's meetings; Renovate the outdated wine label wall on the second floor, redesign the enterprise ranking multimedia system, and showcase the corporate culture of Changyu; Add smoking rooms, shared strollers and other service facilities at the entrance of the museum, and cooperate with the company's renovation of the corporate image display wall at the west entrance and the lighting project of the old entrance.

（4） A New Digital Marketing Model for Tourism

Explore new forms of online promotion, increase the online exposure of scenic spots through short videos, online live streaming, online interactive activities with prizes, and cultural appreciation and promotion, and promote sales through promotion.
1. Make full use of government cultural and tourism platforms, and carry out more online marketing activities organized by the Cultural and Tourism Bureau in the future, striving to achieve online ticket pre-sale systems with multiple online OTA platforms such as Meituan and Ctrip.
2. Explore new forms of online promotion, increase museum online exposure through short videos, live streaming, online interactive activities with prizes, and cultural appreciation and promotion, to promote sales through promotion. Centered around museum specialty products and projects, plan multiple online award-winning Q&A events in the future, and count the number of participants. Intensify efforts to carry out live streaming activities such as "Cloud Promotion of Changyu Wine Culture Museum" and "Cloud Promotion of Yantai Cultural and Tourism Products", and strive to conduct two online live broadcasts every year to count the number of viewers.

（5） The value concept of serving the parent brand and contributing to society

As a corporate museum, the Changyu Museum carries the value connotation of "corporate historical inheritance, urban cultural and tourism landmarks, and industrial civilization memory", and manages and promotes the collection and management of Changyu's historical and cultural relics to the outside world; Narrowing the distance with the public, providing public welfare services such as educational practice and cultural popularization, and actively participating in social activities are the values we have always adhered to. The temporary exhibition activities planned to be launched in the plan are as follows:

Museums have been able to maintain steady growth for many years, and can calmly cope with the impact of organizational restructuring, national policies, and tourism product adjustments. Cultural construction is a major factor in maintaining business vitality and momentum. Museums respect history and culture, mainly from five aspects: high-quality explanations, reception of conference clients, planning of cultural activities, development of cultural products, and exhibition displays, to strengthen cultural leadership and service functions.
Advocate for a marketing model that combines shopping guidance with culture and promotes business through culture, achieving a subtle and silent cultural impact. Over the years, we have completed several important domestic and international reception tasks and received praise and recognition from national, provincial and municipal leaders. Tens of thousands of tourists and guests have gained an unprecedented understanding and recognition of Changyu through interactive visits, explanation services, Q&A, and cultural popularization, enhancing the reputation and popularity of Chinese time-honored enterprises.
The ultimate goal of tourism is to satisfy and resonate with the cultural experience needs. Our museum has carefully cultivated two fixed theme activities, the May Day Wine Appreciation Festival and the National Wine Culture Tour. In the next five years, we will continue to create theme activities such as the DIY Cup Square Dance Competition, National Fitness Competition, DIY Open Day, and Wine and Chess King, gathering popularity, promoting the brand, and driving sales. By exploring the history and culture of Changyu, we plan to create art forms such as seals, cartoons, oil paintings, rubbings, etc. We plan to compile books and works related to the founder Zhang Bishi, wine culture, etc. We will also hold cultural activities such as the Changyu Museum Collection Exhibition and Old Wine Exhibition to strengthen our professional, cultural, and artistic construction.

（6） Adhere to the development of diversified innovation

In the context of the new era, the diversified and personalized characteristics of tourism demand are becoming more prominent. Guided by innovative development ideas, museums continuously develop diversified tourism products that are suitable for consumer preferences, enhancing consumer perception and experience.
1. Combining activities with festive events, the "Museum Wonderful Night" night opening event will be held for May 18th Museum Day. Participate in various activities organized by the Cultural and Tourism Bureau and the Commerce Bureau, and promote industrial tourism brands extensively in CCTV media; In the future, regular recruitment activities for "Little Volunteer Explanators" and "Changyu Study Tour" will be held every year. Promote museum research tours in depth and become a well-known research brand in Yantai city.
2. To provide long-term high-quality services and unexpected surprises for "Friends of the Museum" members, and to develop member reception projects and additional amenities for venue use. Creating a high-end wine tasting and wine life aesthetic urban reception hall for the 1892 Art Center, empowering and supporting the development of the museum.

（7） Planning project schedule

4、 Safeguard measures

（1） Funding guarantee

The Changyu Company, the superior unit of the Changyu Wine Culture Museum, provides financial support to formulate phased and step-by-step funding investment, ensuring the normal operation of the venue and the normal implementation of planning.

（2） Talent security

The following measures will be taken in talent training and professional team building:
1. Regularly hold professional knowledge training on wine culture to enhance employees' awareness and understanding of wine culture.
2. Strengthen cooperation and exchange with domestic and foreign wine culture research institutions, and introduce advanced professional talents.
3. Establish a sound incentive mechanism to encourage employees to actively participate in training and learning.

（3） Planning basis

In order to ensure the healthy and normative development of the wine culture museum, the development is based on the Law of the People's Republic of China on the Protection of Cultural Relics, the Notice on Printing and Distributing the Model Text of the Articles of Association of Non State owned Museums issued by the National Cutural Heritage Administration in 2016, other relevant laws and regulations, and the text of the Articles of Association of Changyu Wine Culture Museum.
The next five years will be a critical period for the development of museums. Through the implementation of this medium - and long-term five-year development plan, we hope to achieve the strategic goals of the museum, enhance its social influence and core competitiveness. In the days to come, we need to have firm confidence, unite, overcome various difficulties and challenges, and strive to complete all tasks. At the same time, we should also be aware that changes in the market environment and competition from similar museums may have an impact on our planning. Therefore, we need to maintain flexibility and innovation, adjust and optimize the implementation strategy of the plan in a timely manner, and ensure the smooth achievement of the planning goals.

Changyu Wine Culture Museum

 2020年10月15日