Study On Development Countermeasures Of Leisure Farm In Shaoxing

With the rapid development of the 21 st century,most of the people in cities are under the pressure of fast-paced life,people are eager to find a "paradise" to relax,away from the bustling city,so farm tourism has become a major trend.The reform and opening up makes Shaoxing economy develop rapidly,people's quality of life is improved constantly,and self-driving travel is popular.The leisure farm located in the surrounding area of Shaoxing has become a good place for citizens' leisure tourism in Shaoxing.However,while enjoying the rapid development of the leisure farm in Shaoxing,we should base ourselves on the present situation,see the deficiency of the development of the leisure farm in Shaoxing,and use it to seek the long-term development of the leisure farm.Based on the field investigation of Shaoxing leisure farm,this paper studies the development countermeasures of Shaoxing leisure farm.First of all,at the beginning of this study,we collected and read a large number of domestic and foreign literature closely related to leisure farm,based on the preliminary understanding of leisure farm,defined the concept of leisure farm to build a leisure farm system environment structure model.By analyzing the external environment for the development of leisure farms in Shaoxing,mainly from the political environment,the economic environment,the social environment and the technological environment,A clear understanding of the external environment to the development of leisure farm opportunities and challenges.Then,using the method of field survey and interview to study the present situation of the leisure farm in Shaoxing,and expose the Shaoxing city In the process of development of leisure farm,the theme is unclear,lack of cultural connotation and brand consciousness,extensive development of farm,unreasonable layout planning,imperfect infrastructure construction,lagging management,and the level of service need to be improved.The market promotion consciousness is weak,the marketing channel single question.In combination with the external environment of Shaoxing leisure farm development,the present situation of Shaoxing leisure farm development and sum up the JapaneseMokumoku farm,Germany Kars strawberry estate,New Zealand Kiwi360 farm,Hunan Golden Sun modern leisure farm,Hebei Royal Wine Farm,On the basis of the development experience of Shandong Rizhao five vegetable Garden Farm,this study is the most important.Finally,it is proposed that Shaoxing leisure farm should make clear the theme,inject cultural connotation,set up brand,rationally plan the layout,create a good ecological environment for Shaoxing leisure farm,perfect infrastructure construction,and create a safe and comfortable tourist environment.Strengthen the government supervision,optimize the management system of the farm,improve the service level,adopt the diversified marketing strategy,expand the development countermeasure of the marketing channel.