中国休闲观光牧场发展现状及对策——基于全国31家牧场的调研

Present Situation and Countermeasures of China’s Leisure and Sightseeing Pasture Development--Based on the Investigation of 31 Pastures in China

为了解中国休闲观光牧场发展现状,为政府制定相关政策提供依据,为企业投资观光牧场提供决策参考,对31家国家级观光牧场开展了问卷调研和现场调研。分析发现,31家观光牧场有30家分布在人口较为密集的大城市周边100 km以内,观光牧场的养殖规模以2000头以下的奶牛养殖场为主,此规模的牧场共23家;不同于传统的奶牛养殖场,观光牧场经营者以非农背景为主。为避免与大型乳品企业的竞争,休闲观光牧场的乳制品销售更多依赖纵向一体化模式,通过观光开辟诸多新的营收渠道,观光项目充分依托牛元素,以研学旅行为主要客源开发方式。但在发展过程中也存在建设用地指标不足、融资难、企业经营偏离观光牧场方向等问题。据此提出加强规划引导、拓宽融资渠道、建立动态管理机制等改善建议。

To understand the current situation of leisure and sightseeing pastures development in China,provide the basis for the government to make relevant policy and provide decision-making reference for the enterprises to invest in leisure and sightseeing pastures,a questionnaire survey and field survey were conducted on 31 national leisure and sightseeing pastures.The analysis found that 30 of the 31 leisure and sightseeing pastures are distributed within 100 kilometers of the densely populated large cities.The scale of leisure and sightseeing pastures is mainly dairy farms with less than 2000 heads and there are 23 pastures of this size.Unlike traditional dairy farms,ranchers have an off-farm background.In order to avoid competition with large-scale dairy companies,the dairy products sales of leisure and sightseeing pastures rely more on the vertical integration model,open up many new revenue channels through tourism,fully rely on the cattle element for tourism projects,and use research and study travel as the main source of customer development.However,in the development process,there are some difficulties such as construction land index deficiencies,financing difficulties,deviating from the guest ranch direction of enterprise management.Based on this,some suggestions for improving leisure and sightseeing pastures development in China were put forward from strengthening the planning guide,broadening the financing channels,and establishing the dynamic management mechanisms.