2025蛇年非遗市集游园（东方有戏 非遗过大年主题）活动策划方案

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏方INTANGIBLECULTURALHERITAGE东有INTANGIBLECULTURALHERITAGE方有戏过非年东2025遗大庙趣游园年趣非遗非遗市集非遗大戏

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏方INTANGIBLECULTURALHERITAGE东有是谁狠狠的骄傲住了！春节申遗成功2025蛇年，我们迎来了第一个世界非遗版春节！随着【春节】的申遗成功，历史悠久的中国节日得到了全世界的认可！非遗过大年【春节】是刻在每个中国人DNA里的仪式感

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏方INTANGIBLECULTURALHERITAGE东有这个春节，含【非】浓度超标，用非遗拉满年味仪式感。将千年【非遗】文化焕活，以传统民俗为底蕴，结合蛇年元素，遇见最传统的中国年。CHINA-CHIC

非遗

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏方INTANGIBLECULTURALHERITAGE东有东方有戏CHINA-CHICCHINESENEWYEAR2025东方有戏非遗成为年轻人的硬核爱好以【非遗过大年】为主题，用庙趣游园、非遗手作、非遗市集、非遗大戏等活动玩法还原中国年应有的东方腔调，打造一场更有文化底蕴的新年活动。

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏方INTANGIBLECULTURALHERITAGE东有一.活动概述二.活动规划三.宣传策略四.执行细则非遗HAPPYNEWYEARHAPPYNEWYEAR

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏方INTANGIBLECULTURALHERITAGE东有CHINA活动概述第壹章非遗过大年东方有戏-非遗过大年CHINESENEWYEAR

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏方INTANGIBLECULTURALHERITAGE东有非遗过大年CHINESENEWYEAR遗起赶个年集非遗庙趣游园非遗民俗年趣东方非遗大戏时间：2025【元旦/小年/春节】

地点：地产项目/商业中心/文旅景区CHINESENEWYEAR2025东方有戏

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGEINTANGIBLECULTURALHERITAGE打造年轻化的庙趣游园场景。设置游园集章打卡点，通过互动打卡和庙趣游戏的设置还原地道中国年。2025东方有戏CHINA-CHIC东有方戏非遗庙趣游园CHINESENEWYEARPAER01

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGEINTANGIBLECULTURALHERITAGE体验极致的东方美学，打卡七款不同的非遗手作，用“指间技艺”连通过去，感受别具匠心的“慢时尚”。2025东方有戏CHINA-CHIC东有方戏非遗民俗年趣CHINESENEWYEARPAER02

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGEINTANGIBLECULTURALHERITAGE非遗年集让东方美学在市集中流动起来，市集售卖非遗手作、古韵风物、非遗小食、国潮文创等。2025东方有戏CHINA-CHIC东有方遗起赶个年集CHINESENEWYEARPAER03戏

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGEINTANGIBLECULTURALHERITAGE华灯初上，夜色阑珊，看一场东方大戏。高跷、京剧、鱼灯夜游、打铁花，感受这流转千年的文化盛宴。2025东方有戏CHINA-CHIC东有方东方非遗大戏CHINESENEWYEARPAER04戏

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏方INTANGIBLECULTURALHERITAGE东有INTANGIBLECULTURALHERITAGE01[提升项目知名度]结合蛇年营销节点和非遗申遗热门话题定制活动，制造大量活动话题，从而提升项目知名度。02[增强客群粘性]融合年轻化客群偏爱的活动元素，用玩法多样的活动“拿捏”年轻人的喜好，增强客群粘性。03[促进销售转化]借势活动热度为项目聚集人气进行销售转化。

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏方INTANGIBLECULTURALHERITAGE东有CHINA活动规划非遗第贰章过大年东方有戏-非遗过大年CHINESENEWYEAR

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏方INTANGIBLECULTURALHERITAGE东有SNAKE东方有戏非遗过大年INTANGIBLECULTURALHERITAGECHINESENEWYEAR非遗庙趣游园[庙趣游园·民俗年趣·非遗市集·非遗大戏]

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGEINTANGIBLECULTURALHERITAGE有定制【非遗过大年】主题打卡点，客户入场完成活动打卡，即可领取游园集章卡一张。游园集齐6个打卡点的印章，至兑换处可领取新年非遗文创礼一份。游园集章东方东方有戏CHINESENEWYEAR

戏

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGEINTANGIBLECULTURALHERITAGE有东方有戏戏方东方有戏CHINESENEWYEAR

随着时代的发展，新年再也没有当年手写的“墨香”。亲手为新年画个福字，在一笔一划间，将祝福落于笔尖，期许所有愿望都能实现。打卡—画蛇添福东

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE方INTANGIBLECULTURALHERITAGE东有戏东方有戏CHINESENEWYEAR

满是年味的庙会长廊，结合新年喜庆氛围设计以【蛇】元素为主题的氛围包装。采用红金色系搭配，用新年祝福词环绕以及花灯开运长廊让每一个场景都充满年味。蛇来运转千灯祈福

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGEINTANGIBLECULTURALHERITAGE全网征集新年愿望，定制金蛇新年上上签，随机抽取一支蛇年上上签，给新年加亿点好运。发财+1、桃花+1、发量+1。东有方戏打卡-蛇年上上签CHINESENEWYEAR

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGEINTANGIBLECULTURALHERITAGE戏方东有打卡—好运缠身肆意洒脱的书墨书写着关于新年的美好希冀，行走在巨型春联步道中体会那抹中国红溢出的新年喜气！

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏方INTANGIBLECULTURALHERITAGE有射箭是一项古老的技艺。在一箭一失中，体会古人的休闲乐趣。规则：每次射10支箭，射中环数对应不同文创礼。非遗东庙趣游戏

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE方INTANGIBLECULTURALHERITAGE东有戏定制财源滚滚小游戏。拿着小小的竹杆钓起红色锦鲤。在规定时间内钓到8个锦鲤即可获得新年文创礼一份。庙趣游戏—财源滚滚东方有戏CHINESENEWYEAR

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏方INTANGIBLECULTURALHERITAGE东有SNAKE东方有戏非遗过大年INTANGIBLECULTURALHERITAGECHINESENEWYEAR非遗民俗年趣[庙趣游园·民俗年趣·非遗市集·非遗大戏]

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏方INTANGIBLECULTURALHERITAGE东有守艺人非遗技艺展东方有戏CHINESENEWYEAR

一勺融化的糖稀在手中可绘出千变万化的画作。邀请非遗传承人现场展示吹糖人、捏面人等技艺。用一场非遗盛宴让客户感受文化传承之美。

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGEINTANGIBLECULTURALHERITAGE有东方有戏戏方东方有戏CHINESENEWYEAR

雕版拓印以传统的木刻版为基础，通过精湛的技艺将画面拓印在纸上，形成具有浓厚民间气息的年画作品。DAY01—非遗雕版拓印东

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏INTANGIBLECULTURALHERITAGE非遗DAY02剪纸东方剪纸，一门古老而神奇的艺术，以心为笔，以剪为墨，一张薄纸、一把剪刀，便能创造出一个绚丽多彩的世界。有

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE方INTANGIBLECULTURALHERITAGE东有戏非遗漆灯，不仅是一种传统工艺，更是一种文化的传承。色彩或宁静或热烈。每一个盏漆灯都如一幅独特的风景画。DAY03—非遗漆灯东方有戏CHINESENEWYEAR

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGEINTANGIBLECULTURALHERITAGE香牌是中国古老文化的一种传承，以天然香料和草本植物火为原料，经过精心研磨、混合、压制，成型为一块香牌，是古代人的【固体香水】东有方戏DAY04—非遗香牌CHINESENEWYEAR

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE方INTANGIBLECULTURALHERITAGE东有戏东方有戏CHINESENEWYEAR

蕴藏着吉祥美好心愿的非遗灯笼在手艺人的坚持下传承至今。亲手编一个竹编灯笼为家挂上一份祝福吧。DAY05—非遗灯笼

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏方INTANGIBLECULTURALHERITAGE有[螺钿]我国非物质文化遗产中闪耀的明珠。是一种细腻而独特的艺术形式。以螺壳、贝为原料，是美丽与工艺的精湛完美结合。非遗东螺钿DAY06胸针

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE方INTANGIBLECULTURALHERITAGE东有戏东方有戏CHINESENEWYEAR

一把刻刀，刻的是中国民间的传统艺术。一张皮影，演的是生活百态和历史温情。亲手雕刻上色一张皮影，近距离感受非遗民俗的魅力。DAY07—非遗皮影

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏方INTANGIBLECULTURALHERITAGE东有SNAKE东方有戏非遗过大年INTANGIBLECULTURALHERITAGECHINESENEWYEAR遗起赶个年集[庙趣游园·民俗年趣·非遗市集·非遗大戏]

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGEINTANGIBLECULTURALHERITAGE有东方有戏遗起赶集市集规划戏方东方有戏CHINESENEWYEAR

东非遗文创新年集，让东方美学在市集中流动起来，市集售卖非遗手作、古韵风物、非遗小食、国潮文创等。

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE方INTANGIBLECULTURALHERITAGE东东方有戏CHINESENEWYEAR

给传统年货加点时尚。新青年潮流对联、福字挂件、摆件、新年花束等潮趣年货。让极致的东方美学焕发新生。戏有非遗文创年货

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE方INTANGIBLECULTURALHERITAGE东有戏东方有戏CHINESENEWYEAR

古法梨膏糖、宜宾燃面、广安盐皮蛋等非遗地道美食，还原纯正家乡味道。用各地的特色美食满足客户多元化需求。舌尖上的非遗

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏INTANGIBLECULTURALHERITAGE有东方竹编灯笼糖人面人感受极致的东方美学，竹编灯笼、糖人面人、非遗漆扇、扎染技艺等，有文化底蕴的非遗文创手作。感受传统手工的魅力，这份独属于中国人的时光手作。非遗文创手作CHINESENEWYEAR

非遗漆扇

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏方INTANGIBLECULTURALHERITAGE东有地道新年味道人间烟火处，年味渐浓时。市集售卖各地的年味小吃。糖葫芦、驴打滚、新疆肉串、北京爆肚等还原纯正家乡味道。

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGEINTANGIBLECULTURALHERITAGE有东方有戏戏方东方有戏CHINESENEWYEAR

玄学是年轻人新的精神寄托，左手戴貔貅，右手敲木鱼。玄学成为了更适合中国宝宝的解压大法。东方玄学小卦摊东

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏方INTANGIBLECULTURALHERITAGE东有SNAKE东方有戏非遗过大年INTANGIBLECULTURALHERITAGECHINESENEWYEAR东方非遗大戏[庙趣游园·民俗年趣·非遗市集·非遗大戏]

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏INTANGIBLECULTURALHERITAGE方东东方大戏国风古韵戏剧风格舞美设计。进行一场独具东方韵味的国风民俗表演，让“曲高和寡”与时代潮流碰撞。过地道中国年。有

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGEINTANGIBLECULTURALHERITAGE踩高跷是一种古老的民间表演艺术，表演者伴着鼓声锣声有节奏的行走在人群中。将喜庆的节日气氛带给现场的每一个角落。东有方戏高跷巡游表演CHINESENEWYEAR

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE方INTANGIBLECULTURALHERITAGE东有戏东方有戏CHINESENEWYEAR

近距离感受国粹的魅力。传统变脸+喷火表演，浓郁的国风特色和精湛的表演，演绎传统的东方大戏。国粹京剧表演

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏方INTANGIBLECULTURALHERITAGE有国风定制版歌舞，国风舞蹈与古琴音碰撞，演绎江山明月。翩翩起舞赋美雅韵东方！让东方的千年传承在新时代“流动”起来~非遗东东方古乐坊

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE方INTANGIBLECULTURALHERITAGE东东方有戏CHINESENEWYEAR

嬉鱼灯是一种具有深厚文化内涵和历史底蕴的民俗活动。鱼灯夜游祈求平安顺遂。行走其间，感受流淌千年的文化。戏有鱼灯夜游祈福

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏方INTANGIBLECULTURALHERITAGE有铁树银花落，万点星辰开。挥手之间，满眼皆是璀璨星河。近距离观看一场打铁花表演，感受中国人的独有浪漫！非遗东非遗打铁花

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏方INTANGIBLECULTURALHERITAGE东有CHINA宣传策略非遗第叁章过大年东方有戏-非遗过大年CHINESENEWYEAR

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏方INTANGIBLECULTURALHERITAGE东有活动预热海报东方有戏CHINESENEWYEAR

[宣传周期]活动前3-4周[推广平台]微博、小红书、朋友圈等平台[宣传内容]定制海报，融入非遗+蛇年元素以及项目信息，发布于社交平台。

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGEINTANGIBLECULTURALHERITAGE有东方有戏戏方东方有戏CHINESENEWYEAR

定制#非遗里的中国年#等活动热门预热话题，在社交媒体引发客群互动传播，为活动实现预热引流。活动预热话题东

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏方INTANGIBLECULTURALHERITAGE有[宣传周期]活动前1-2周[推广平台]抖音、B站、小红书等[推广内容]拍摄活动预热视频发布于社交平台，提升活动热度。非遗东预热视频

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE方INTANGIBLECULTURALHERITAGE东新年祈福车出街，打卡5个集章点获取盖章。分享图文信息并带活动话题到社交平台即可获得非遗新年文创一份。新年祈福集章戏有东方有戏CHINESENEWYEAR

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏方INTANGIBLECULTURALHERITAGE东有活动话题发酵发布活动倒计时海报，融入活动场景。在社交平台发布活动信息带话题#非遗过大年#。通过话题传播预热活动。

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏方INTANGIBLECULTURALHERITAGE东有CHINA执行细则非遗第肆章过大年东方有戏-非遗过大年CHINESENEWYEAR

INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGE戏方INTANGIBLECULTURALHERITAGE东有成立活