Research On Product Development Of Jiangsu Leisure Agriculture Star Enterprise Based On Extension And Integration Of Industrial Chain

Leisure Agriculture star enterprise is an important business and space vector of leisure agriculture, which is leading, demonstratic and guidance for the whole industry. It also can drive the leisure agriculture industry which as a whole sustainable and healthy development. Currently, a total of 59 leisure agriculture star enterprises in Jiangsu Province, which advantageously promoted the development of the province’s leisure agriculture. However, the development of leisure agriculture star enterprises and product development still face some major problems:short industrial chain,not prominent of product feature and many other problems. Therefore, the study of the current situation,problems and the specific path of the product of the star enterprises is of great significance,which can dirve the deep and sustainable development of the leisure agriculture and enhance their level of industrial development.Based on a summarization of leisure agriculture-related research and data collection, this paper clearly defines the concept of leisure agriculture star enterprises. To clear the problems of the star enterprises,this paper investigates and makes a statistical analysis for the development situation of the province-star enterprises,which is from five aspects of the number,size distribution,space and features, product systems and types,employees,market and tourist quantity. On this basis, this paper trys to build a industrial chain schematic diagram for extending the leisure of the agriculture stars enterprises.and analysis the proces of leisure agriculture industry from the perspective of integration. To further explore the path of product development of leisure agriculture stars enterprises,the paper divides the leisure agriculture into four areas of agriculture, forestry, animal husbandry and fisheries from the perspective of industry chain extension and extends the industry respectively from three links chain,such as prenatal, delivery and postpartum; The paper analysis the fusion results of leisure agriculture and other industries from the perspective of industrial integration and proposes specific development strategies for the leisure agriculture-star enterprises; Finally, the paper selects Fujiabian Agricultural Science and Technology Park in Nanjing City as an example and puts forward development proposals of its enterprise product from the perspective of industry chain extension and industry integration.Conclusions:(1) The concept of leisure agriculture stars enterprises is defined. That is, relying on agricultural development and construction of a variety of resources to meet the purposes of entertainment, sightseeing and others, the coexistence of a variety of investors, can play a leading role model for the entire industry enterprises;(2) From the status quo analysis, we find that Jiangsu leisure Agricultural enterprises have developed five issues,such as a small number of stars, small scale, product features not being prominent, short industrial chain, training of employees and lack of market effciency.(3) The path of product development of leisure agriculture stars enterprises in Jiangsu Province can be achieved through the longitudinal link chain extension of prenatal,delivery and postnatal.which can also be achieved through the integration of industry between leisure agriculture and culture, sports,catering many other industries.(4) Five-star leisure agriculture stars-Fujiabian Nanjing Agricultural Science and Technology Park selected as an example.this paper puts forward concrete development proposals of its enterprise product from the perspective of industry chain extension and industry integration:Featured flowers seedlings watch tour, Four Seasons leisure agriculture festival tour, farm tours casual dining tour and eco-sports and leisure travel.