| In recent years,with the deepening of the national supply-side reform and the continuous pursuit of green and healthy life,the park with the theme of agriculture has gradually developed and become a new form of recreational recreation.The Xin’an agriculture park is a town-belonging modern agricultural park.Take the new opportunities and challenges into consideration,the key to its sustainable development is adhering to the concept of differentiation development,successfully integrating available resources and building a brand-based development mode.This study also has practical guiding significance for the realization of brand-based development of agricultural parks in China.This paper includes seven chapters.Chapter One is the instruction.Instructing the current background and research significance of this research topic,this chapter determines the research content and method of this thesis,and clarifies the key points,difficulties and innovation points of the paper.Chapter Two is the overview.This chapter provides a summary and explanation of the related terms of the research topic,so as to facilitate the further development of the research.Chapter Three is the analysis of present operation status in Xin’an agricultural park,which concludes present operation rules,points out the problems those rules caused,and figures out the reasons why the problems occur.Chapter Four is the analysis of current brand strategies implementation in Xin’an agricultural park.This reviews the brarding strategies so far,and uses SWOT analysis method analyzing the strengths,weaknesses,opportunities and challenges in the branding process of the Xin’an agricultural park.Chapter Five is the case study of Tentou village in Zhejiang Province,the first China Agricultural Park.This part summarizes the success experience of the brand strategy through six aspects,such agricultural production,tourism development,image building and so on.Chapter Six is the suggestion of operation mode of the Xin’an agricultural park under the implementation of brand strategy advice.Chapter Seven is conclusion.It summarizes and prospected the purpose,significance and expected results of this research. |
