摘要
摘要
长期以来，休闲农业被认为是通过利用农村生活生态资源和农业生产过程，
来满足消费者观赏、休闲、体验等需求的特色产业，是推进乡村经济社会发展的
一种有效路径。近年来，洛阳市孟津区依托精品西瓜、草莓、大粒樱桃、孟津贡
梨等丰富的农业资源和近郊区位优势，以农业园区提升为支撑，促进休闲农业健
康发展。但该区休闲农业发展仍存在一些短板，与乡村振兴和农业农村高质量发
展要求有差距。
本文从休闲农业消费者视角出发，在充分研究国内外休闲农业相关理论的基
础上，通过文献研究、问卷调查等方式方法，从孟津区概况、休闲农业发展现状
概况及消费者需求行为调查等方面进行阐述分析，得出孟津区休闲农业存在项目
规划建设不科学、产业发展低端落后，经营开发缺乏创新、同质化严重，宣传营
销模式单一、品牌打造乏力，欧亿·体育（中国）有限公司发展不规范、从业者专业素质较低，市场导向
理念不强、缺乏市场消费调查等问题，而导致以上问题的原因在于内部管理以及
基础环境建设等内外部因素。
为了探索研究适应于孟津区休闲农业的发展策略，有效破解该区休闲农业发
展中存在的问题，借鉴国内外休闲农业的有益经验，本论文从发挥规划引领作
用、促进三产融合发展，突出特色内涵、培育优质农业品牌，多元化宣传营销、
提高知名度和影响力，强化管理培训、提升从业者素养，树牢市场导向理念、向
市场要效益，加大政策和资金扶持力度、构建良好发展生态等方面，提出合理可
行的策略，促进孟津区休闲农业的优质发展，努力促进该区休闲农业在乡村振兴
中绽放光彩、高质量发展，同时为其他地区休闲农业发展壮大提供借鉴和参考，
从而全面推动休闲农业持续健康发展。
关键词：消费者；休闲农业；发展
论文类型：应用类
选题来源：其他

ABSTRACT
ABSTRACT
For a long time, leisure agriculture has been regarded as a characteristic industry
to meet the needs of consumers for viewing, leisure and experience by using rural life
ecological resources and agricultural production process. It is an effective way to
promote rural economic and social development. In recent years, Mengjin District of
Luoyang has promoted the healthy development of leisure agriculture by relying on
rich agricultural resources and suburban location advantages such as high-quality
watermelon, strawberry, big cherry and Mengjin Gong pear, supported by the
promotion of agricultural parks. However, there are still some shortcomings in the
development of leisure agriculture in this area, which is far from the requirements of
Rural Revitalization and high-quality rural development.
From the perspective of leisure agriculture consumers, on the basis of fully
studying the relevant theories of leisure agriculture at home and abroad, through
literature research, questionnaire survey and other methods, this paper expounds and
analyzes the overview of Mengjin District, the development status of leisure
agriculture and the survey of consumer demand behavior, and comes to the conclusion
that the project planning and construction of leisure agriculture in Mengjin district is
unscientific The low-end industrial development is backward, the operation and
development is lack of innovation and serious homogenization, the publicity and
marketing mode is single, the brand building is weak, the industry development is not
standardized, the professional quality of practitioners is low, the market-oriented
concept is not strong, and there is a lack of market consumption survey. The reasons
for the above problems lie in internal and external factors such as internal management
and infrastructure construction.
In order to explore and study the development strategy suitable for leisure
agriculture in Mengjin District, effectively solve the problems existing in the
development of leisure agriculture in Mengjin District, and learn from the beneficial
experience of leisure agriculture at home and abroad, this paper gives full play to the
leading role of planning, promotes the integrated development of three industries,
highlights the characteristic connotation, cultivates high-quality agricultural brands,
diversified publicity and marketing, and improves the popularity and influence,
Strengthen management training, improve the quality of practitioners, establish a firm
I

ABSTRACT
market-oriented concept, seek benefits from the market, increase policy and financial
support, and build a good development ecology, put forward reasonable and feasible
strategies to promote the high-quality development of leisure agriculture in Mengjin
District, and strive to promote the glorious and high-quality development of leisure
agriculture in the revitalization of rural areas, At the same time, it provides reference
for the development and growth of leisure agriculture in other regions, so as to
comprehensively promote the sustainable and healthy development of leisure
agriculture.
KEY WORDS：consumer; leisure agriculture; development;
Dissertation type：Application class
Subject source：Optional topic
II
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