The country's recreational agriculture is characterized by the urbanization of agricultural leisure, the lack of well-positioned projects, the lack of rational development of resources, poor management levels, which results in the irregular development of leisure agriculture, the diversion and waste of resources and the failure to achieve the desired results. The reasons for this are the lack of guidance on appropriate marketing concepts for the development of leisure agriculture and the lack of appropriate marketing models。
Leisure agriculture is an agricultural business that uses the landscape, natural resources and the environment for agro-forestry and fisheries production, agro-business activities, rural culture and the experience of farming life. Thus, the development of leisure agriculture is closely linked to consumer experiences and marketing strategies should be studied from the perspective of experience marketing。
Empirical marketing is a management process that seeks to achieve business objectives by recognizing and understanding customers, creating valuable customer experiences, and redefines and designs marketing concepts in five senses, emotions, thinking, action and association of consumers. Empirical marketing focuses on understanding the psychological needs of consumers, on developing the psychological attributes of products and services, on the coordination of overall marketing, and on designing customer contacts. Businesses should strengthen their management by focusing on customer experience. Take effective measures to fully implement experience marketing。
1. Establishment of a customer information and feedback system to provide personalized experience
While the period of recreational agricultural development has not been long, the market potential for development in the country is enormous, and normative and scientific development must also follow market development patterns and marketing principles. Therefore, leisure agriculture also involves market research, market surveys, careful analysis of the origin, composition and consumer orientation of customers, the establishment of specialized customer information systems, and the orderly collection and analysis of customer information. A feedback system for customers should also be established to sort their views. Its purpose is to develop niche projects and products based on consumer demand, to improve its services and facilities based on customer rationalization advice and advice, to highlight its characteristics and to develop its own brand。
A customer-centred approach to the development of market-friendly projects, a customer-centred approach and a personalized experience will truly enhance the value of the customer's experience。
2. Cross-cutting people-centred management concepts for comprehensive sexual experience
Unlike the traditional economy, which is production-centred, leisure agriculture is intended for people, and all its starting points will be people-centred, people-oriented and oriented towards the full development of people. Thus, full human-centred development becomes an important goal of leisure agriculture。
In order to meet the functional requirements, leisure agricultural enterprises should provide basic public facilities that enable agricultural resources to be translated into leisure activities that people can engage in, requiring the organization of routes, the allocation of space and facilities, as well as basic safety and maintenance facilities, to maximize the comfort of tourists, while avoiding excessive design and minimizing environmental impacts. At the same time, maximum use is made of local natural resources and the cultivation of local native plants。
In order to achieve aesthetic goals, it is necessary to preserve rural rural art and to preserve as much regional culture as possible, without loss of beauty. To achieve the goal of space variability, it requires diversified rest opportunities and the creation of flexible and multilayered areas of experience. For intellectual purposes, environmental elements are required that are of declarative value (e. G. Such as traditional rural buildings, traditional agricultural tools or locally specific crops, etc.) develop an experience environment that teaches pleasure。
To meet the mental or psychological needs of people, it is required to have a sensitive, ecological environment, to return to nature, and to enable people to experience the spiritual and psychological well-being that characterizes rural areas in the light of the sun, warm rain and fresh air。
3. Strengthening the development of professional qualifications and emotional experience
Most of the recreational agricultural areas are located in the outskirts of cities with relatively low economic levels, with relatively simple recreational facilities and relatively low levels of staff service in the recreational agricultural areas. Most of them are local villagers and migrant workers, who generally have lower levels of knowledge, outdated and backward attitudes, poor quality, lack of awareness of services and are unable to adapt to the high value added experience needs of their customers. From the introduction of agricultural tourism to the taste of field excursion, a dedicated service team is required from day-to-day catering to night accommodation. Recreational agriculture in one place is a unified image for the customer, and any partial impression will give the customer a positive or negative view of the whole leisure farming service. As a result, there is a series of trainings for practitioners of leisure agriculture, hiring specialists to provide professional guidance and training for managers and technicians。
4. Introduction of education in rural culture and agricultural science and technology to guide thinking experiences
As leisure agricultural enterprises, it is important to provide scientific and technical knowledge in agriculture that allows customers to think, to present as much of the local culture as possible to their customers and to provide an environmental element that is informative, to develop an environment that teaches pleasure and to guide customers in their thinking experiences。
Rural culture refers to village-specific customs, traditional holiday culture, unique architectural styles, etc. The display of native culture meets tourists' eccentricity towards foreign cultures. Some native cultures are a long-historical accumulator, with a strong cultural base that leads consumers to innovative perceptions, opening their eyes to new knowledge experiences。
Agricultural scientific and technical knowledge is agricultural-related and relates to crop cultivation, fertilization, pest and disease prevention, as well as knowledge of new varieties, plant and animal specimens and irrigation. Many agricultural scientific knowledge is something that urban people have not been exposed to, and that is of greater interest to them, by arranging for more professional staff to talk to customers about eco-environmental, agricultural science and technology, etc. It leads customers to know, think, understand and acquire knowledge。
5. Designing diverse themes to enhance interactive experiences
There is ample evidence that a single agricultural leisure product does not meet the growing demand for diversification and that it is essential to develop a variety of forms of product design for leisure agricultural resources. As the demand for vacations grows, leisure agriculture evolves from a tourist to a vacation experience. As a result, leisure agricultural products are designed as experientially as much as possible to attract the participation of customers and gain the high economic value added of experience, and to increase the frequency of double consumption by customers. The fundamental principle underlying the experiential design of leisure agricultural products is that they should reflect the harmonious coexistence of human beings with nature, culture and the environment, and that their specific design is geared towards allowing customers to pursue their physical and mental well-being and enjoy their unforgettable experiences and memories in the context of differentiated recreational agricultural experiences and activities。
Leisure agribusinesses should respond to the new characteristics of the consumer market by enhancing interactive participation and creatively developing more personalized experiential products to meet the demands of customers who experience economic times. The design of leisure agricultural products offers a variety of experience themes. There are a variety of experiences, such as strawberries, plugging, milking, pedals, wool cutting, etc。
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