Research On Current Situation And Countermeasures Of Chinese Leisure Agriculture Development

Over the last two decades, the leisure agriculture in China presents a "blowout" trend, which has caused widespread concern in the society. As a form of new industries and new forms of consumption, leisure agriculture has occupied a certain proportion in national economy, and plays an important role in social economic development. In order to fully grasp the status of the development of leisure agriculture in China, to find out problems and countermeasure of it, a four-year research based on this topic was systematically carried out.This paper systematically analyzed the current situation and related basic data of the development of leisure agriculture of30provinces and municipalities in the mainland China, explored the related quantity index and statistical regularity of leisure agriculture, and also achieved the scientific density distribution of the national leisure agricultural district. Based on the data surveyed in Hunan Province, the current situation of development of leisure agriculture in Hunan Province, characteristics of economics and geographical distribution were analyzed. Relying on the data surveyed among2229cases of operational entities of leisure agriculture, this paper analyzed the characteristics of leisure agriculture business owners, the cost of production projects and service projects and earnings, a lot of basic data could be provided to the research in this area, as well as rational basis can be provided to the relevant government departments basis for decision-making.Based on qualitative research on Chinese leisure agriculture, this paper has the following findings: Firstly, Chinese leisure agriculture has a long history and rich cultural heritage. And modern leisure agriculture in China can be divided into four stages:the budding period, the initial development period, the rapid development period, and specification period. Secondly, Analysis based on the common characteristics of China’s agricultural development shows that leisure agriculture is the integration of the first, second and tertiary industries service, and it is the sunrise industry. By integrating production, life and ecological functions, sustainable development of long effective mechanism could be built to achieve an important carrier of urban and rural leisure agriculture, and it can be an important platform for the promotion of cultural development in rural areas. Thirdly, from the current situation of development of leisure agriculture, there are still many obstacles in the overall macro environment, especially in the financing, land transfer, order of market, brand communication and business management. Fourthly, the trend of the development of leisure agriculture in China is obvious:one is creative planning of brand; the second is the standardization of service, the third is the alliance of industry management; and the fourth is integration of technology. At last, by strategic research of China’s leisure agriculture, three basic strategic thinking was formed:coordination strategy in leisure agriculture based on urban and rural coordinated development; differentiation of leisure agriculture based on regional differentiation; brand strategy of leisure agriculture based on cultural values.To achieve the development of macro-management strategy of leisure agriculture, work should be prepared by building public policy support system of leisure agriculture, science and technology support systems, human resources training system and common service platform. Among them, public policy support system construction of leisure agriculture should be especially considered:to increase policy support and accelerate land reform and deepen the reform of financial system. Meanwhile, the central and local governments should consider strengthening their push to promote the construction of leisure agriculture projects. Science and technology innovation support system includes technology innovation supportive platform of leisure agriculture relying on national science and technology innovation system, to build agricultural technology innovation platform such as leisure agriculture planning and design centers and other leisure agriculture research institutes proactively, to form technological innovation support to the related theory, key technology to leisure agriculture. To foster human resources system construction of leisure agriculture, expert team and technical personnel training should be formed, talent pool of leisure agriculture should be built, and comprehensive human resource industry level should be provided by providing different levels of targeted training of management team of leisure agriculture, business owners and employees. To build common service platform of leisure agriculture, first of all, we must develop a regional leisure agriculture plan to promote orderly and standardized development of regional leisure agriculture. And we should standardize industry practice by establishing targeted industry standards or technical regulations, and provide efficient operation platform for he development of the industry by constructing information service platform of leisure agriculture and integrating of industry resources.The development of leisure agriculture business entities is personalized, the most important part of which is to clarify ideas in terms of standardized management, and to define development direction and goals. Therefore, this article puts forward the six-word implementation strategy, five-project implementation strategy, four-district-cooperation building strategy and three-supporting construction strategy, providing the plan and design for the entities, and ideas and strategies for their management. The construction and development of the entities should face the market, designing and implementing marketing strategies which suit their own characteristics from brand development, financing, marketing and so on. The strategies as following should be paid attention to the leisure agriculture business entities which implement the entrust-agent system:building characterized enterprise culture; implementing authorization with hierarchical responsibilities, rights and interests; implementing contract responsibility system in the productive projects; implementing brand strategy. Based on the management strategies of stakeholder theory, the core is the overall balance of the interests of stakeholders, which should be fully considered by the leisure agriculture business entities to achieve their own health and sustainable development.