“乡村振兴”战略下我国休闲农业营销的定位与可持续发展策略  

The Positioning and Sustainable Development Strategy of Our Country's Leisure Agriculture Marketing under the Strategy of"Rural Revitalization"

作　　者：文盈[1] WEN Ying(School of Design and Art,Changsha University of Science and Technology,Changsha 410114,China)

机构地区：[1]长沙理工大学设计艺术学院,湖南长沙410114

出　　处：《赤峰学院学报（哲学社会科学版）》2022年第12期32-35,共4页Journal of Chifeng University：Philosophy and Social Science Chinese Edition

基　　金：2021年湖南省非物质文化遗产研究培训基地开放基金项目“‘非遗’传承与湖南乡土文化调查研究”(21fyzd02)。

摘　　要：一直以来,农业发展和乡村建设都是国家重点关注的工作领域,也是关系到农村人口民生问题的关键所在[1]。作为一种新兴行业,休闲农业越来越受到社会各界的广泛关注与认可,逐渐成为推动农村经济转型升级发展的重要手段与路径。休闲农业与现代人们的生活方式和个人发展有着密切的联系,既能够满足人们休闲娱乐、放松身心的需求,也能带动农村经济发展,是乡村振兴的有效途径。本文从休闲农业的特点与功能入手,深入分析休闲农业得以发展的原因与进一步发展的可能性,针对现阶段我国休闲农业营销存在的问题与面临的困境,提出了促进我国休闲农业可持续发展的可行性策略。Agricultural development and rural construction have always been the focus of the state,and also the key to the livelihood of the rural population as a new industry,leisure agriculture has been more and more widely concerned and recognized by the community,and has gradually become an important means and path to promote the rural economic transformation and upgrading.Leisure agriculture is closely related to modern people's lifestyle and personal development,It can not only meet people's needs of recreation and relaxation,but also promote the development of rural economy.It is an effective way of rural revitalization.Starting from the characteristics and functions of leisure agriculture,this paper analyzes the reasons for the development of leisure agriculture and the possibility of its further development,and points out the problems and difficulties in the marketing of leisure agriculture in our country at present,the paper puts forward the feasible strategies to promote the sustainable development of leisure agriculture in our country,that is,the development mode of the combination of government standardized management,consumer participatory consumption,precision development of leisure products and services and feedback of information communication,with a view to the"Rural revitalization"strategy of our leisure agriculture marketing sustainable development to provide help.

关 键 词：休闲农业 营销方式 可持续发展 路径与方法 

分 类 号：F323.4[经济管理—产业经济]