The Research Of The Development Strategy Of The Zhangzhou Leisure Agriculture

With the healthy development of economy and society and the gradual improvement of people's living standard,the function of agricultural multi-function has begun to highlight.Leisure agriculture has also been produced and developed rapidly.Zhangzhou is located in the southernmost part of Fujian province.There are sightseeing and leisure agricultural natural landscapes and rural cultural landscapes all over the city,which provide favorable conditions for developing leisure agriculture industry.But in recent years,the development of leisure agriculture in Zhangzhou city has made some achievements,but there are many problems,such as lack of funds,resulting in the industrial development process is slow;the lack of overall planning and scientific demonstration project,similar to the design layout is not reasonable,the function is not complete;regulations and management mechanism is not perfect.The Department of agriculture,Department of tourism and other relevant departments in the management is not enough coordination etc..Study on the development of leisure agriculture in the domestic and foreign scholars have many research results,but studies in a particular area is still relatively small,less research on the development of recreational agriculture in Zhangzhou,and the current research mostly stays in the level of theoretical research,empirical research is involved,most of the development process,the area of leisure agriculture the development of the status quo,problems and Countermeasures of theoretical inquiry,little leisure agriculture as an independent industry to explore its development strategy.Based on the leisure agriculture,strategic management theory,a comprehensive study conducted by PEST analysis and SWOT analysis of Zhangzhou leisure agriculture industry development,from the political,economic and social and technical analysis of the leisure agriculture development in Zhangzhou and the external environment,the internal development of leisure agriculture in Zhangzhou city the strategic environment analysis of SWOT,including its advantages and disadvantages,opportunities and threats,and then design the strategy to promote the development of Zhangzhou agriculture and leisure.On the basis of the development of leisure agriculture in Taiwan and Japan on the experience,from the improvement of the development of leisure agriculture supporting policies,rational planning of agricultural industry cluster leisure,strengthening marketing,expand the brand influence,good talent cultivation,improve service levels and other aspects put forward some countermeasures.The development of the theory of this research helps to use strategic management guidance of leisure agriculture in Zhangzhou City,Zhangzhou City,leisure agriculture from a strategic perspective and provides theoretical guidance,promote the development of leisure agriculture,accelerate the three effective integration of the tourism product development,accommodation,dining,sales of agricultural products such as the development of industry revenue.The regional economy develop new growth poles.It also hopes to provide some useful experiences and ideas for the development of leisure agriculture and the realization of agricultural modernization in other areas of China.