都市休闲农业创意营销的策略研究  

Study on Cultivating Marketing Strategy of Urban Leisure Agriculture

作　　者：段小力[1,2] 张黎强[3] 

机构地区：[1]北京大学经济学院,北京100861 [2]郑州师范学院经管学院,郑州450044 [3]郑州职业技术学院,郑州450121

出　　处：《中国农学通报》2012年第9期307-311,共5页Chinese Agricultural Science Bulletin

基　　金：2011年河南省软科学研究计划项目"郑州都市休闲农业深层开发问题研究"(112400450368)

摘　　要：都市休闲农业发展对城市可持续发展意义重大。经过对郑州休闲农业区的问卷调查,当前制约休闲农业发展的主要因素是:园区经营管理粗放,缺乏多样化的休闲活动设计;产品缺乏特色,难以适应个性化市场需求;营销理念落后,缺乏要素的全方位注入;勤俭节约的传统价值观,休闲消费需求不足等。从营销学的角度,提出了进行灵活的园区设计,划分不同功能区;进行时尚创意经营,拓展特色项目;加大要素注入力度,提高休闲农业层次;创造休闲文化意境,提升价值观等创意营销策略,以提高休闲农业的"集客力"。Leisure agriculture plays an important role on the cities sustainable development.The main reason which restrict the development of leisure agriculture such as management extensive due to lack of variety leisure design;lacking individual characteristics which was hard to adapt to the market personal need,the backward of marketing idea which lead to inadequate of all directional element instilled;thrift and frugality traditional values restricted leisure consumption.In order to promote leisure agriculture attraction fully and stimulating demand,the following measures should be taken,such as to design different zone for leisure;develop the special items and innovation of marketing modes to strengthen elements investment and improve consume level,create cultural imagery to realize ecological value and so on.

关 键 词：休闲农业 创意营销 可持续发展 

分 类 号：D035.5[政治法律—政治学] D621.4