采摘果园经营管理策略研究——以尤溪县洋中镇老友生态农场为例

Research on Management Strategy of Picking Orchard:A Case Study of Laoyou Ecological Farm in Yangzhong Town of Youxi County

果园采摘是休闲农业的一个重要类型,在减少农产品流通环节、开拓农产品销售渠道、创建品牌、发展三产融合、提升农业经济效益方面具有明显的优势。笔者以尤溪县洋中镇老友生态农场为例,分析了采摘园存在缺乏规划、服务理念不到位、采摘品种单一、同质化竞争激烈、劳动力成本高、精细化管理不足、品牌建设滞后、营销推广不足等问题。提出对采摘园进行准确定位、采用高标准的绿色种植技术、配套完善服务设施、实现功能分区、利用新媒体进行营销推广、树立品牌等经营管理措施,以带动传统果园转型升级,实现乡村产业振兴。

Picking orchard is an important type of leisure agriculture.It has obvious advantages in reducing the circulation links of agricultural products,exploiting the marketing channels,building brands,integrating the primary,second and tertiary industry,and improving agricultural economic benefits.Taking Laoyou Ecological Farm in Yangzhong Town of Youxi County as an example,this paper analyzed the problems in the development of picking orchard,such as lack of overall planning,inadequate service concept,insufficient varieties for picking,fierce homogenization competition,high labor cost,as well as less fine management,brand building and marketing promotion.Based on the analysis,we put forward management suggestions,including accurate positioning of the picking orchard,adopting high standard green planting technology,improving service facilities,implementing functional zoning,using new media for marketing promotion,establishing brands and so on,in order to promote the transformation and upgrading of traditional orchard and realize rural industry revitalization.