牡丹,国花,是我国最具特色的花卉之一,“菏泽牡丹甲天下”是对菏泽牡丹的赞美。由于其具有的美丽外观和传说,成就了源远流长、内涵复杂的牡丹文化,牡丹的文化涵义具有自然的、历史的、文学的和艺术等多元特征[1]。本文对菏泽牡丹旅游产品设计的资源基础、牡丹旅游产品的设计的原则及设计内容进行了初步探索,提出了六条牡丹旅游产品设计原则,设计出了六大类旅游产品,旨在促进菏泽牡丹旅游的迅速发展。 Peony, the national flower, is one of the most unique flowers in China, “Heze peony a world ” is the praise of Heze peony. Because of its beautiful appearance and legend, Peony culture which has a long history and complex connotation has been accomplished. The cultural meaning of Peony is characterized by its natural, historical, literary and artistic features. This article made a preliminary exploration on the resource base of Heze Peony tourism product design, the design principle and design content of Peony tourism product, put forward six Peony tourism product design principles, and designed six major types of tourism products designed to promote Heze Peony tourism The rapid development.