【摘要】：在我國,休閑農(nóng)業(yè)已經(jīng)歷了30余年的發(fā)展歷程,它具有農(nóng)業(yè)生產(chǎn)、生活和生態(tài)——“三生一體”和一、二、三產(chǎn)的產(chǎn)業(yè)綜合功能特性,并逐漸把傳統(tǒng)的農(nóng)業(yè)變?yōu)楦涌鞓犯咝У漠a(chǎn)業(yè)、把貧困的部分農(nóng)村變?yōu)楦用利惡椭C的家園、把以農(nóng)耕為主要收入來源的農(nóng)民變?yōu)楦痈辉６凶饑?yán)的群體,已成為解決我國“三農(nóng)問題”,拓展農(nóng)業(yè)功能、拉動內(nèi)需、實(shí)現(xiàn)城鄉(xiāng)良性互動發(fā)展、促進(jìn)農(nóng)業(yè)增效和農(nóng)民增收的新途徑,是推進(jìn)新農(nóng)村建設(shè)和統(tǒng)籌城鄉(xiāng)發(fā)展的一大平臺。 余杭區(qū),地處我國經(jīng)濟(jì)發(fā)達(dá)的長三角地區(qū),是杭州到上海的“橋頭堡”,擁有杭州近郊的區(qū)位優(yōu)勢,杭州客源的大背景依托,有山、有水、有田、有綠的良好鄉(xiāng)村田園生態(tài)環(huán)境品質(zhì),高鐵經(jīng)濟(jì)、地鐵經(jīng)濟(jì)等便利的交通體系等發(fā)展休閑農(nóng)業(yè)“天時地利”的獨(dú)特條件。自2003年以來,余杭區(qū)依托田園、山村、水鄉(xiāng)兼具的秀美風(fēng)光,積極發(fā)展具有區(qū)域特色的休閑農(nóng)業(yè)旅游產(chǎn)業(yè),在全區(qū)旅游產(chǎn)業(yè)中占有相對重要的地位和作用。 論文以余杭區(qū)休閑農(nóng)業(yè)發(fā)展實(shí)際情況為基礎(chǔ),借鑒國內(nèi)外休閑農(nóng)業(yè)發(fā)展的實(shí)踐經(jīng)驗(yàn),通過實(shí)地考察和問卷調(diào)查等方式,一方面有效了解余杭區(qū)當(dāng)前休閑農(nóng)業(yè)發(fā)展所存在的主要特征和不足之處,一方面進(jìn)一步明確當(dāng)前市場對休閑農(nóng)業(yè)旅游產(chǎn)品的消費(fèi)特征和偏好,在這基礎(chǔ)上,論文主要從經(jīng)營主體和政府及行業(yè)協(xié)會兩個層面有針對性地提出了余杭區(qū)休閑農(nóng)業(yè)科學(xué)發(fā)展的對策和建議,包括涉及特色產(chǎn)品開發(fā)、宣傳營銷推廣、客戶關(guān)系管理、后期資金投入等經(jīng)營者層面的提升建議以及加強(qiáng)政策扶持、規(guī)范行業(yè)標(biāo)準(zhǔn)、完善基礎(chǔ)設(shè)施和培育專業(yè)培訓(xùn)機(jī)構(gòu)等政府及行業(yè)協(xié)會層面的提升建議,一定程度上以期待為新時期我國休閑農(nóng)業(yè)的科學(xué)發(fā)展提供新的思路。
[Abstract]:In China, leisure agriculture has experienced more than 30 years of development. It has the comprehensive functional characteristics of agricultural production, life and ecology-"three health" and one, two and three industries. And gradually turning traditional agriculture into a happier and more efficient industry, a part of the poor countryside into a more beautiful and harmonious home, and a more affluent and dignified group of farmers whose main source of income is farming, It has become a new way to solve the "three rural problems", to expand agricultural function, to stimulate domestic demand, to realize the positive interaction between urban and rural areas, to promote agricultural efficiency and to increase farmers' income. It is a major platform to promote the construction of new countryside and the overall development of urban and rural areas. Yuhang District, located in the economically developed Yangtze River Delta region of China, is the "bridgehead" from Hangzhou to Shanghai. It has a regional advantage in the suburbs of Hangzhou. It is backed by the background of Hangzhou's tourist resources, with mountains, water, and fields. There are some unique conditions for the development of leisure agriculture, such as green and good rural ecological environment quality, high-speed rail economy, subway economy and other convenient transportation systems. Since 2003, Yuhang District, relying on the beautiful scenery of pastoral, mountain and water villages, has been actively developing the leisure agricultural tourism industry with regional characteristics, which occupies a relatively important position and role in the tourism industry of the whole region. Based on the actual situation of leisure agriculture development in Yuhang District, the paper draws lessons from the practical experience of leisure agriculture development at home and abroad, and through on-the-spot investigation and questionnaire survey, etc. On the one hand, we can effectively understand the main characteristics and shortcomings of the current leisure agriculture development in Yuhang District, on the other hand, we should further clarify the consumption characteristics and preferences of the current market for leisure agricultural tourism products, and on this basis, The paper mainly puts forward the countermeasures and suggestions for the scientific development of leisure agriculture in Yuhang District from two aspects: the main body of management, the government and the industry association, including the development of characteristic products, the promotion of marketing, the management of customer relationship. At the level of government and industry associations, such as the later stage of capital investment, and the promotion of government and industry associations, such as strengthening policy support, standardizing industry standards, perfecting infrastructure and cultivating professional training institutions, etc. To some extent, it provides new ideas for the scientific development of leisure agriculture in China in the new period.
【學(xué)位授予單位】：浙江農(nóng)林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F592.7;F323.4

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