乡村运营助力乡村振兴路径探析——以浙江省绍兴市乡村振兴先行村为例

Approaches of Promoting Rural Vitalization by Rural Operation:A Case Study of the Pioneer Villages of Rural Vitalization in Shaoxing,Zhejiang

乡村运营对于乡村振兴进而推动共同富裕起着至关重要作用。作为资本下乡一种运作方式,乡村运营助力乡村振兴与村庄发展资源的丰富程度和动机密切相关。本文选取了浙江省绍兴市“乡村振兴先行村”培育单位中的上虞区长塘镇桃园村和新昌县的梅渚古村两个村庄作为研究区域和典型案例进行分析,探究其在乡村运营的模式、引领和带动机理,指出在实际运营中村庄发展高度依赖于运营组织,村庄发展可持续性堪忧,最后提出乡村运营中发展模式的针对性和普遍性并行、文化的传统与现代并存、推进的阶段性和持续性并重、村庄内外互动共赢的策略。

Rural operation plays a vital role in rural vitalization and achievement of common prosperity. As an operation mode of capital going to the countryside, rural operation to help rural vitalization is closely related to the richness of resources and motivation of village development. This paper selects Taoyuan Village in Changtang, Shangyu District, and Meizhu Ancient Village in Xinchang County, two pioneer villages of rural vitalization, as the typical cases, explores their modes of rural operation and the driving mechanism, and points out that in actual operation, the development of villages is highly dependent on operation organizations, and the sustainability of village development is hard to realize. It further puts forward that the rural operation mode should be both targeted and universal;traditional and modern culture should coexist;the operation should be promoted in a phased and continuous way;the win-win interaction should be achieved both inside and outside the village.