3
中國(guó)旅游海外推廣網(wǎng)
北京興旅國(guó)際傳媒有限公司
Host Unit:
www.travelchina.org.cn
Beijing Sunny International Communications Ltd.
文化和旅游部國(guó)際交流與合作局
Guiding Unit :
Bureau of International Exchanges and
Cooperation of the Ministry of Culture and Tourism
指導(dǎo)單位：
主辦單位：
掃一掃，觀看現(xiàn)場(chǎng)大片
目 錄
CONTENTS
02
04
10
24
38
66
前言
Foreword
領(lǐng)導(dǎo)支持
Leadership Support
活動(dòng)品牌
Event Brand
活動(dòng)成果
Event Results
活動(dòng)宣推
Event Promotion
活動(dòng)籌備
Event Preparation
2
“中國(guó)最美四季”全球營(yíng)銷活動(dòng)，是中國(guó)文旅業(yè)界針對(duì)海外市場(chǎng)展開的重大
營(yíng)銷拓界探索。在文化和旅游部指導(dǎo)，文旅業(yè)界支持，全球游客參與下，活動(dòng)甫
一推出即在品牌影響、作品征集和營(yíng)銷推廣上取得扎實(shí)而突出的成果。
品牌價(jià)值突出。2021 年，中國(guó)旅游海外推廣網(wǎng)、北京興旅國(guó)際傳媒有限公
司主辦的第一季活動(dòng)，活動(dòng)參與度高，參選作品優(yōu)質(zhì)，評(píng)審嚴(yán)謹(jǐn)專業(yè)，宣傳推廣
多元立體，海內(nèi)外反響熱烈，在業(yè)界得到巨大的關(guān)注和支持?！爸袊?guó)最美四季”
品牌影響力和品牌美譽(yù)度初步建立，成為中國(guó)旅游境外營(yíng)銷的重要平臺(tái)。
作品成果顯著。經(jīng)過為期 8 個(gè)月的作品征集、展播和專家評(píng)審，近 50 個(gè)國(guó)
家和地區(qū)不同行業(yè)、不同群體的近 4000 名創(chuàng)作者參與 2021 活動(dòng)，征集近萬幅
原創(chuàng)攝影圖片和 260 多部視頻作品，最終評(píng)選出優(yōu)秀視頻作品 10 部，優(yōu)秀攝影
作品 40 幅。創(chuàng)作者涵蓋數(shù)十種職業(yè)，作品內(nèi)容覆蓋中國(guó) 286 個(gè)城市。
營(yíng)銷成果巨大。2021 活動(dòng)宣傳推廣反響熱烈。黨政央媒、駐海外中國(guó)文化
中心和旅游辦事處、海外新媒體集群、各省區(qū)市文化和旅游廳局官方宣傳平臺(tái)、
優(yōu)質(zhì)創(chuàng)作者自媒體等對(duì)活動(dòng)持續(xù)報(bào)道和聯(lián)合營(yíng)銷，實(shí)現(xiàn) 50 多個(gè)國(guó)家的海外買家
直推，覆蓋重要入境客源市場(chǎng)，最終實(shí)現(xiàn)全球觸達(dá)人群突破五千萬的營(yíng)銷成果。
2022“中國(guó)最美四季”全球營(yíng)銷活動(dòng)業(yè)已啟動(dòng)。在這個(gè)凝聚世界游客對(duì)中
國(guó)熱愛的舞臺(tái)上，讓我們向世界發(fā)出中國(guó)的聲音——“美麗中國(guó)歡迎您！”
前 言
FOREWORD
中國(guó)旅游海外推廣網(wǎng)
www.travelchina.org.cn
3
The global marketing campaign "China's Most Beautiful Four Seasons" is a major
marketing exploration by the Chinese cultural and tourism industry targeting overseas
markets. Under the guidance of the Ministry of Culture and Tourism, the support of the
cultural and tourism industry, and the participation of tourists from all over the world, the
event has achieved solid and outstanding results in brand influence, collection of works
and marketing promotion as soon as it was launched.
Brand value is outstanding. In 2021, the first season of activities hosted by China
Tourism Overseas Promotion Network and Beijing Xinglv International Media Co., Ltd. has
a high degree of participation, high-quality entries, rigorous and professional evaluations,
and multi-dimensional publicity and promotion. Huge attention and support. The brand
influence and brand reputation of "China's Most Beautiful Four Seasons" have been
initially established, and it has become an important platform for overseas marketing of
Chinese tourism.
The work has achieved remarkable results. After 8 months of work collection,
exhibition and expert review, nearly 4,000 creators from different industries and groups
in nearly 50 countries and regions participated in the 2021 event, collecting nearly
10,000 original photographic pictures and more than 260 video works. 10 excellent video
works and 40 excellent photography works were selected. The creators cover dozens of
occupations, and the content of the works covers 286 cities in China.
Marketing results are huge. The publicity and promotion of the 2021 event received
enthusiastic response. Party and government central media, overseas Chinese cultural
centers and tourism offices, overseas new media clusters, official publicity platforms
of the cultural and tourism bureaus of various provinces, autonomous regions and
municipalities, and high-quality creators’ self-media continued to report and jointly
market the event, achieving more than 50 events. The country's overseas buyers
directly push, covering important inbound tourist source markets, and finally achieve the
marketing results of reaching more than 50 million people worldwide.
The 2022 "China's Most Beautiful Four Seasons" global marketing campaign has
been launched. On this stage where tourists from all over the world love China, let us
send the voice of China to the world - "Beautiful China welcomes you!"
4
領(lǐng)導(dǎo)支持
Leadership Support
5
我代表文化和旅游部向“中國(guó)最美四季”活動(dòng)的成功舉辦表
示熱烈祝賀。希望活動(dòng)進(jìn)一步擴(kuò)大影響力，也希望更多文化和旅
游機(jī)構(gòu)以及旅游愛好者加入到傳播美麗中國(guó)的隊(duì)伍中來，為講好
中國(guó)故事，傳播好中國(guó)聲音，展現(xiàn)真實(shí)、立體、全面的中國(guó)做出
更大貢獻(xiàn)。
我宣布：2022“中國(guó)最美四季”第二季活動(dòng)全球啟動(dòng)！
文化和旅游部副部長(zhǎng) 張旭
Zhang Xu, Vice Minister of the Ministry of
Culture and Tourism
On behalf of the Ministry of Culture and Tourism,
I would like to extend my warm congratulations to the
successful holding of the "China's Most Beautiful Four
Seasons" event. It is hoped that the event will further
expand its influence, and that more cultural and tourism
institutions and tourism enthusiasts will join the team
of spreading the beauty of China, so as to tell Chinese
stories, spread Chinese voices, and show a true,
three-dimensional and comprehensive China. greater
contribution.
I announce: The second season of the 2022 "China's
Most Beautiful Four Seasons" event will be launched
globally!
6
“中國(guó)最美四季”活動(dòng)是文化和旅游部在新冠疫情背景
下，為保持海外營(yíng)銷熱度，針對(duì)海外市場(chǎng)推出的重要營(yíng)銷舉措。
2021“中國(guó)最美四季”活動(dòng)反響熱烈，取得良好效果。希望業(yè)界
以此為契機(jī)，繼續(xù)推動(dòng)美麗中國(guó)的海外營(yíng)銷，創(chuàng)新營(yíng)銷事業(yè)，讓中
國(guó)旅游的海外營(yíng)銷工作取得更高質(zhì)量的發(fā)展。
文化和旅游部國(guó)際交流與合作局
副局長(zhǎng) 鄭浩
Zheng Hao, Deputy Director of the Bureau
of International Exchanges and Cooperation
of the Ministry of Culture and Tourism
The "China's Most Beautiful Four Seasons" campaign
is an important marketing measure launched by the
Ministry of Culture and Tourism for overseas markets in
order to maintain the popularity of overseas marketing in
the context of the new crown epidemic. The 2021 "China's
Most Beautiful Four Seasons" activity received enthusiastic
responses and achieved good results. It is hoped that the
industry will take this opportunity to continue to promote
the overseas marketing of Beautiful China, innovate the
marketing business, and make the overseas marketing of
Chinese tourism achieve higher quality development.
7
8
9
2021“中國(guó)最美四季”營(yíng)銷活動(dòng)，為中國(guó)旅游品牌推廣、產(chǎn)
品營(yíng)銷打開了新局面，開拓了國(guó)際傳播新渠道。主辦單位將在國(guó)
際交流與合作局的指導(dǎo)下、文旅業(yè)界同仁的支持和國(guó)內(nèi)外旅游愛
好者參與下，充分拓展“中國(guó)最美四季”品牌價(jià)值，持續(xù)傳播中
國(guó)文化，推廣旅游資源，吸引更多的海外旅游者來華旅游。
感謝各界對(duì)“中國(guó)最美四季”活動(dòng)的指導(dǎo)、參與和支持！
北京興旅國(guó)際傳媒有限公司
總經(jīng)理 賀榮仙
He Rongxian, General Manager of Beijing
Sunny International Communications Ltd.
The 2021 "China's Most Beautiful Four Seasons"
marketing campaign has opened up a new situation
for China's tourism brand promotion and product
marketing, and opened up new channels for international
communication. Under the guidance of the International
Exchange and Cooperation Bureau, the support of
colleagues in the cultural and tourism industry, and the
participation of domestic and foreign tourism enthusiasts,
the organizer will fully expand the brand value of "China's
Most Beautiful Seasons", continue to spread Chinese
culture, promote tourism resources, and attract more. of
overseas tourists visit China.
Thank you from all walks of life for your guidance,
participation and support for the "China's Most Beautiful
Four Seasons" event!
12
宣傳片
Promotional Video
13
國(guó)內(nèi)頂級(jí)視頻制作機(jī)構(gòu)為“中國(guó)最美四季”策劃品牌宣傳片提供創(chuàng)意和
制作。開篇通過搜索引擎展示世界對(duì)中國(guó)的疑問，之后用三星堆的“眼睛”
符號(hào)，開啟探索中國(guó)不同區(qū)域、不同地貌、不同文化之旅。
The top domestic video production agency provides creativity
and production for the "China's Most Beautiful Four Seasons"
planning brand promotional video. The first chapter shows the
world's questions about China through search engines, and then
uses the "eye" symbol of Sanxingdui to start a journey to explore
different regions, landforms and cultures in China.
14
宣傳片中呈現(xiàn) 2021“中國(guó)最美四季”征集的短視頻、攝影作品
精彩片段，契合“中國(guó)最美四季”品牌海外傳播的官方形象，利于
廣大受眾讀懂活動(dòng)價(jià)值，全面提升“中國(guó)最美四季”的品牌價(jià)值和
傳播意義。
The film presents the short videos and highlights of the
photographic works collected by "China's Most Beautiful
Four Seasons" in 2021. The short film fits the official image
of the overseas dissemination of the "China's Most Beautiful
Four Seasons" brand. brand value and communication
significance.
15
“中國(guó)最美四季”宣傳片
Promotional Video of the BEST SEASON TO TRAVEL IN CHINA
16
4000 位創(chuàng)作者
4000 creators
50 多個(gè)國(guó)家
More than 50 countries
8200 余部作品
More than 8200 works
“中國(guó)最美四季”宣傳片
Promotional Video of the BEST SEASON TO TRAVEL IN CHINA
17
268 個(gè)城市
268 cities 穿越春夏秋冬
Throughout the four seasons
全球觸達(dá)超 1000 萬
Reach over 10 million worldwide
50 多個(gè)國(guó)家
More than 50 countries
18
“中國(guó)最美四季”宣傳片
Promotional Video of the BEST SEASON TO TRAVEL IN CHINA
19
20
興旅傳媒成功推出“中國(guó)最美四季”品牌，打造品牌視
覺系統(tǒng)，成為展示中國(guó)文化和旅游資源的最佳載體。
根據(jù)“中國(guó)最美四季”品牌視覺系統(tǒng)，設(shè)計(jì)制作活動(dòng)線
上專題、報(bào)名客戶端、長(zhǎng)圖征集帖和“優(yōu)秀作品發(fā)布會(huì)”的
主視覺；貫穿優(yōu)秀作品和優(yōu)秀組織單位的獎(jiǎng)杯、證書、聘書
等品牌營(yíng)銷物料的設(shè)計(jì)；應(yīng)用延伸至品牌宣傳折頁、優(yōu)秀作
品集錦、現(xiàn)場(chǎng)圖片展陳等營(yíng)銷物料的設(shè)計(jì)制作。
主視覺
Key Vision
21
Xinglv Media successfully launched the "China's Most Beautiful Four Seasons"
brand, created a brand visual system, and became the best carrier to display
Chinese culture and tourism resources.
According to the brand visual system of "China's Most Beautiful Four
Seasons", design and produce the main visual of online special events, registration
clients, long-picture collection posts and "Excellent Works Conference"; trophies,
certificates, letters of appointment, etc. that run through excellent works and
excellent organizational units Design of brand marketing materials; the application
extends to the design and production of marketing materials such as brand
promotion foldouts, outstanding works collections, and on-site picture exhibitions.
22
現(xiàn)場(chǎng)布置 site layout
23
公司啟動(dòng)了“最美四季”商標(biāo)的注冊(cè)申請(qǐng)工作，并完成注冊(cè)。
The company started the registration application for the "Most
Beautiful Four Seasons" trademark and completed the registration.
商標(biāo)
Trademark
第 54916423 號(hào)
北京市東城區(qū)建國(guó)門內(nèi)大街甲9號(hào)1351室
注 冊(cè) 人 北京興旅國(guó)際傳媒有限公司
注冊(cè)人地址
注 冊(cè) 日 期 有 效 期 至 2031年11月06日
局 長(zhǎng)
發(fā) 證 機(jī) 關(guān)
觀光旅游運(yùn)輸服務(wù)；禮品包裝；物流運(yùn)輸；旅行陪伴；旅行預(yù)訂；安排旅行；為個(gè)人和團(tuán)體
協(xié)調(diào)旅行安排；組織旅行；快遞服務(wù)（信件或商品）；運(yùn)輸（截止）
核定使用商品/服務(wù)項(xiàng)目 （國(guó)際分類：39）
第 39 類：
2021年11月07日
26
2022 年 1 月 14 日， 2021“中國(guó)最美四季”優(yōu)秀作品發(fā)
布會(huì)在文化和旅游部南區(qū)黃河廳舉辦，現(xiàn)場(chǎng)公布了 2021“中
國(guó)最美四季”公布優(yōu)秀作品、優(yōu)秀組織單位名單。
On January 14, 2022, the 2021 "China's Most
Beautiful Four Seasons" excellent works conference
was held in the Yellow River Hall in the Southern District
of the Ministry of Culture and Tourism. The 2021
"China's Most Beautiful Four Seasons" announced the
list of outstanding works and excellent organizational
units.
27
優(yōu)秀作品發(fā)布會(huì)現(xiàn)場(chǎng) Excellent works conference site
28
評(píng)委會(huì)專家沈虹發(fā)言
The jury expert Shen Hong made a speech
29
北京市文化和旅游局副局長(zhǎng)龐薇參會(huì)
Pang Wei, Deputy Director of Beijing Municipal Bureau of
Culture and Tourism, attended the meeting
故宮博物院書記都海江參會(huì)
Du Haijiang, Secretary of the Palace Museum, attended the meeting
30
張旭副部長(zhǎng)頒發(fā)優(yōu)秀組織單位
Vice Minister Zhang Xu awarded the Excellent Organizational Unit
31
文化和旅游部副部長(zhǎng)張旭出席并發(fā)表重要講話，為優(yōu)秀組織單位、優(yōu)秀
作品創(chuàng)作者代表頒發(fā)榮譽(yù)證書。主辦方北京興旅國(guó)際傳媒總經(jīng)理賀榮仙公布
2021“中國(guó)最美四季”優(yōu)秀作品名單，并為“中國(guó)最美四季”特約攝影師頒
發(fā)聘書，評(píng)審專家代表、“優(yōu)秀組織”單位代表、“外文導(dǎo)游話四季”優(yōu)秀作
品創(chuàng)作者代表現(xiàn)場(chǎng)發(fā)言。
Zhang Xu, Vice Minister of Culture and Tourism, attended and
delivered an important speech, and issued honorary certificates
to representatives of outstanding organizations and creators of
outstanding works. He Rongxian, general manager of Beijing Xinglv
International Media, the organizer, announced the list of outstanding
works of "China's Most Beautiful Four Seasons" in 2021, and issued
letters of appointment to special photographers for "China's Most
Beautiful Four Seasons". "Representatives of outstanding work
creators spoke at the scene.
評(píng)委頒發(fā)優(yōu)秀作品 Judges present outstanding works
賀榮仙總經(jīng)理頒發(fā)特約攝影師 General Manager He Rongxian
awarded the special photographer
32
33
2021“中國(guó)最美四季”優(yōu)秀作品發(fā)布
會(huì)結(jié)束時(shí)，文化和旅游部副部長(zhǎng)張旭宣布：
2022“中國(guó)最美四季”第二季活動(dòng)全球啟動(dòng)！
At the end of the 2021 "China's
Most Beautiful Four Seasons" excellent
works conference, Zhang Xu, Vice
Minister of Culture and Tourism
announced that the second season
of 2022 "China's Most Beautiful
Four Seasons" event will be launched
globally!
34
35
領(lǐng)導(dǎo)與參會(huì)代表合影 Group photo of leaders and delegates
36
37
張旭副部長(zhǎng)會(huì)見參會(huì)人員
Vice Minister Zhang Xu meets with participants
38
40
文化和旅游部官網(wǎng)
Official website of the Ministry of Culture and Tourism
新聞宣發(fā)
News Release
41
人民網(wǎng)
People.cn
42
43
2021“中國(guó)最美四季”活動(dòng)的官方信息在
黨政央媒新聞媒體平臺(tái)，中央、地方文化和旅游
媒體，商業(yè)及行業(yè)媒體平臺(tái)，國(guó)際旅游組織官網(wǎng)，
中國(guó)駐海外文化中心，旅游辦事處官方平臺(tái)，興
旅傳媒全球新媒體矩陣等 100 余家媒體上集中
發(fā)布。
The official information of the 2021
"China's Most Beautiful Four Seasons"
event is available on the central/
local cultural and tourism media, the
news media platform of the party and
government central media, the commercial
and industry media platform, the official
website of the International Tourism
Organization, the official platform of the
Chinese cultural center overseas, and the
official platform of the tourism office. It
was released on more than 100 media
including Xinglu Media Global New Media
Matrix.
44
REC 外文導(dǎo)游話四季
短視頻
營(yíng)銷成果
Marketing Results
45
46
攝影作品 Photography
47
《馬踏風(fēng)煙》Horse in the Wind
48
《赫哲族的傳統(tǒng)節(jié)日烏日貢》
Wuri-gong- Traditional
Festivity of Hezhe People
