The tourism-oriented characteristic town is a main part of China's tourism development. Tourism-oriented characteristic towns take up the largest proportion in the characteristic towns and have the largest development potential and value. Taking Jiangwan Town of Jiangxi Province as an example, this paper analyzed the factors influencing the development of tourism-oriented characteristic towns, including natural resources, regional conditions, market demands and perceived value. It refined and built the theme of Jiangwan Town: ecological history and culture tourism, a scenic spot of Fujian, Zhejiang and Anhui provinces, and experience-type farm culture and traditional ancient culture tourism.