博弈论视角下农业旅游品牌建设  

On Brand Construction of Agricultural Tourism from the Perspective of Game Theory

作　　者：张光生[1] 力莎 Zhang Guangsheng;Li Sha(School of Environment and Civil Engineering, Jiangnan University, Wuxi 214122;Publicity Department, Wuxi Vocational Institute of Commerce, Wuxi, Jiangsu 214153)

机构地区：[1]江南大学环境与土木工程学院,江苏无锡214122 [2]无锡商业职业技术学院宣传部,江苏无锡214153

出　　处：《重庆社会科学》2018年第5期91-97,共7页Chongqing Social Sciences

基　　金：教育部人文社会科学研究规划基金项目"我国国内旅游消费市场变迁及其效应研究"(13YJA790148)

摘　　要：国内旅游市场中,农业旅游是朝阳产业,也是富民工程,农业旅游品牌建设则是农业旅游发展中的重要内容。而基于博弈论视角的农业旅游品牌发展研究可更为深入地探讨农业旅游品牌开发中的现象本质,进而为构建农业旅游市场发展体系、推动农业旅游消费市场发展提供指导。通过阐明博弈论的定义与特征,并具体结合江苏省农业旅游品牌建设现状,思考博弈论视角下江苏农业旅游品牌建设问题,进一步探讨博弈论视角下推动江苏省农业旅游品牌建设的对策,以期为江苏省农业旅游品牌建设与农业旅游消费市场发展提出参考意见。In the domestic tourism market, agricultural tourism is not only a sunrise industry, but also a project to enrich the people, and the brand construction of agricultural tourism is an important content in the development of agricultural tourism.The research on the development of agricultural tourism brand based on game theory can further explore the phenomenon nature of agricultural tourism brand development. Furthermore, it provides guidance for the construction of agricultural tourism market development system and the development of agricultural tourism consumption market.This paper briefly expounds the definition and characteristics of game theory, and specifically combines with the current situation of agricultural tourism brand construction in Jiangsu province, thinking about the construction of agricultural tourism brand in Jiangsu province from the perspective of game theory.And then, the paper further discusses the countermeasures to promote the construction of agricultural tourism brand in Jiangsu province under the perspective of game theory, in order to provide reference for the construction of agricultural tourism brand and the development of agricultural tourism consumption market in Jiangsu Province.

关 键 词：博弈论 江苏省 农业旅游 品牌建设 

分 类 号：F327[经济管理—产业经济]