Development And Research Of Modern Landscape Agriculture

Landscape agriculture is a new form of agriculture based on the combination of modern landscape industry and traditional agriculture,which promotes and excavates the added value of surrounding industries and their characteristic cultures,and radiates from the primary industry to the tertiary industry.With the rapid development of China’s economy and society and the continuous progress of urbanization,the people’s demand for high-quality living environment and the awareness of ecological protection have promoted the development of landscape agriculture industry.Nevertheless,due to problems such as the low barriers to entry into the industry,poor supervision of industrial development,lack of brand awareness,cultural excavation and inconspicuous features,leading to a severe market homogeneity.Imitation design has become a serious obstacle to the development of landscape agriculture industry.Therefore,the timely introduction of brand building concept is an important way to lead the development of landscape agriculture industry,eliminate the chaos in the current landscape agriculture industry,and enhance the competitiveness among markets.The brand building of landscape agriculture has become one of the important contents of research and construction of beautiful villages,promoting rural revitalization and developing global tourism in various regions.This paper mainly uses literature research,field research and case empirical methods to demonstrate the practical significance of landscape agriculture brand building.The main research work is as follows:(1)Organize and summarize the basic definitions of landscape agriculture and brand building,and extract the concept definition of landscape agriculture brand building;(2)According to field research and data compilation,this paper analyzes the brand construction of two famous domestic landscape agriculture projects,Anhui Sangua Commune and Nanjing Yaxi International Slow City,from four aspects:location conditions,brand building,creative marketing and planning and design;(3)Drawing on the existing research on the construction process of common agricultural products and tourism destination brands,this paper innovatively proposes six major paths for landscape agricultural brand construction,including preliminary status investigation,brand positioning,brand design,landscape agriculture internal construction,brand communication and brand management(4)Based on the actual situation of Songmuling Natural Village in Jixi County and the public policy instructions,the case study of the brand construction of Songmuling Landscape Agriculture Project was completed according to the brand construction path proposed in the article.According to the brand positioning analysis,the brand name,brand logo and brand slogan of Songmuling landscape agriculture project were designed.At the same time,the planning of internal construction content as well as the project’s brand activities were completed,and suggestions for future brand promotion,management and maintenance were given.