互联网环境下北京休闲农业创新发展研究

Innovative development of leisure agriculture in Beijing with the application of internet

互联网技术在农业领域的渗透,催生了休闲农业新业态。探讨网络环境下休闲农业创新发展需求和模式对我国现代农业产业融合和农业农村经济发展具有重要意义。采用文献调研和案例调研相结合的方法,总结分析北京市休闲农业与互联网融合发展现状、需求、模式和困境。结果表明,北京市"互联网+"休闲农业融合发展主要形成了休闲农业主题网站、休闲农业与互联网金融和会展农业等业态。互联网环境下,基于政府规范管理、消费者参与式消费、休闲产品服务精准化开发和信息沟通反馈的需求,休闲农业发展形成了基于品牌宣传推介的创意体验农业模式、基于休闲农产品营销的电子商务模式、基于产业链服务的个性化定制模式和基于科技示范引领的科普展览模式4类。目前,休闲农业转型升级仍面临城乡网络基础设施建设不完善、经营主体受教育程度偏低、建设发展资金不足和专业人才缺乏等限制因素。为此,应持续完善网络基础设施建设,加强经营主体培训,创新生产经营模式,强化人才建设。

The application of Internet technology in the field of agriculture has given the birth to a new form of leisure agriculture. Discussing the demand and the mode of leisure agriculture innovation development under the network environment has great importance to the integration of modern agricultural industry and the development of agricultural and rural economy in China. Applying the methods of literature research and case study, this paper summarizes and analyzes the current situation, demand, development modes and difficulties of integration of leisure agriculture and Internet in Beijing. Results show that leisure agriculture website, leisure agriculture and Internet finance and exhibition agriculture have been formed. Under the Internet environment, and based on the needs of government regulation, consumer participatory consumption, precise development of leisure products and services, and information communication and feedback, the development of leisure agriculture has formed four modes: creative experience agriculture mode based on brand promotion, e-commerce mode based on leisure agricultural product marketing,individualized customization mode based on industry chain service and popular science exhibition mode based on science and technology demonstration. However, the transformation and upgrading of leisure agriculture are still facing with some constraints, including imperfect urban and rural network infrastructure, low educational level of operators,insufficient funds and lack of professional talents. Therefore, this paper suggests to improve the construction of network infrastructure, to strengthen the training of business subjects, to innovate the mode of production and management, and to enhance the construction of talents.