Research On Leisure Agriculture Management Model From The Perspective Of Business Subject In ChengDu

With the development of social economy and the improvement of income level,people have more time and money to enjoy life.At the same time,with the acceleration of urbanization,urban life pressure is increased,and so is urban pollution.Development of leisure agriculture can not only meet the higher needs of urban people,including green food,fresh air,quiet environment,and peaceful coexistence with nature,but also promote the increase of farmers' income and rural economic structure adjustment.Therefore,the leisure agriculture is a huge driving force for development both at home and abroad.The Chengdu Plain,boasting rich agricultural resources and combined with local natural landscapes,historical sites and its specific leisure culture,enjoys great value and wide scope for agricultural tourism development.However,whether the business model of Chengdu leisure agriculture meets the current trend of leisure agriculture development is worth studying.In terms of the research logic of this paper,the author starts from analyzing the business model,and then,based on the typicality of Chengdu leisure agriculture,introduces the business subject.Secondly,after sorting out the present situation and condition of the development of leisure agriculture in Chengdu,this paper puts the leisure agriculture model of Chengdu into three categories,namely,the government-guiding plus farmer-managing model,the enterprise-investing plus farmer-participating model,and the major enterprise-leading management model,and combs out the basic characteristics of these three management patterns.Next,through field survey of three typical leisure agriculture parks of Chengdu,which represent the above three management models,the author has carried out a thorough investigation on the various operating conditions in these area as well as the tourist satisfaction.After analyzing the management situation and models of these parks,this paper sums up the problems as well as advantages of the various patterns and conducts a comprehensiveassessment on the leisure agriculture development level of the three research area,so as to make a comparison among them.Finally,this paper puts forward the optimization suggestions for the development of urban leisure agriculture business model of Chengdu.Conclusions:(1)In the government-guiding plus farmer-managing model and the enterprise-investing plus farmer-participating model,the government provides a strong policy support for the early regional planning of leisure agriculture,reflecting the important role that government plays in macro control on the layout of leisure agriculture development.In the major enterprise-leading management model,enterprises enjoy a greater advantage in the development of leisure agriculture,human resource management and the sale of agricultural products.(2)Compared with the leisure agricultural parks of the government-guiding plus farmer-managing model and the enterprise-investing plus farmer-participating model,those of the major enterprise-leading management model are more attractive to visitors,because there they can get more comfortable and diversified experience.(3)Based on a comprehensive evaluation on the three leisure agricultural parks in Chengdu,this paper finds that on the basic level,leisure agricultural parks of the government-guiding plus farmer-managing model and the enterprise-investing plus farmer-participating model have more advantages,reflecting government's guidance in the early stage of the leisure agriculture development.The agricultural parks of the major enterprise-leading management model score the highest marks in construction,function and comprehensive development level,embodying the important role that major enterprises as managing subjects play in the future development of Chengdu's leisure agriculture.(4)Suggestions: strengthen the government's dominant position,unify the planning and overall guidance;give full play to the investment promotion role of the enterprises,enhance the competitiveness;enrich development projects to promote product diversification;strengthen regional overall marketing;improve the level of comprehensive service management in the industry.