| 摘要: |
| 在“大国小农”基本国情下，为更好推动全域有机农业的全民化发展，以重庆山区的生态农场个案为研究对象，结合访谈、实地走访和活动参与等方式，梳理生态农场成功运行的关键，探索生态文明新时代下“小农”开启生态农业的可行性。结果表明生态农场成功运行的关键在于：1）生态农产品的优价、稳产及多元功能体现，经营者在与消费者“一对一”的贴心服务和回访交流中精准沉淀会员，通过组织生产者提供丰富多样的农产品，开发各类体验活动，充分发挥生态农业的多功能性；2）新型产消合作模式的低成本建设，经营者深度挖掘会员资源实现运营团队的低成本建设，通过项目制引入消费者并赋予其多元化身份，实现“一体多元”的共创共享；3）生产者与消费者之间超越了传统的买卖关系，通过品牌化建设搭建“熟人”社群，加强了会员粘性。综上，生态农场的成功运行在于产品服务、合作模式和社群关系，运营者对生产者与消费者的“双重组织化”建设起到了重要的纽带作用。本研究可为“小农”低成本开启生态农业之路提供参考。 |
| 关键词: 产消组织化 双向赋能 会员制 项目制 生态农业 |
| DOI：10.11841/j.issn.1007-4333.2024.06.07 |
| 投稿时间：2023-12-02 |
| 基金项目:国家社会科学基金重大项目（21ZDA058） |
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| Research on the successful operation of ecological farm: A case study based on the mountainous area of Chongqing |
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ZHANG Sai1, WU Rongrong1, GU Ziyi1, WANG Shunyan2, PAN Jia’en3
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| (1.College of Agronomy and Biotechnology, Southwest University, Chongqing 400716,China;2.Company of Gongdi Pig Fruit and Vegetable , Fuling District ,Chongqing 408000,China;3.Institute of Rural Revitalization Strategy, Southwest University, Chongqing 400716,China) |
| Abstract: |
| In recent years， the beneficial exploration and construction of whole-area organic agriculture have become an organic food bridge connecting urban and rural areas. The effective cooperation between organic production and green consumption has established a new cooperative relationship between producers and consumers， and between rural and urban areas. Under the basic national conditions of ‘the great power and small peasants’， in order to better promote the development of whole-area organic agriculture， a case study was conducted on an ecological farm in the mountainous area of Chongqing. Interviews， field visits and activity participation were combined to clarify the key to the successful operation of the ecological farm， and explore the feasibility of ‘small-scale farmers’ starting ecological agriculture in the new era of ecological civilization. The results showed that the key to the successful operation of ecological farm as follows： 1） Ecological agricultural products have excellent price， stable yield and multi-function embodiment， and operators can accurately accumulate members through ‘one-to-one’ intimate service and return visit with consumers， which maximizes the multi-functionality of ecological agriculture by organizing producers to enrich agricultural products and develop various experiential activities. 2） The low-cost construction of the new production and consumption cooperation model. Operators dig deeply into the member resources to achieve the low-cost construction of the operation team， and introduce consumers and give them diversified identities through the project system， realize the co-creation and sharing of ‘one and multiple’. 3） The relationship between producers and consumers transcends the traditional buying and selling relationship， and builds an ‘acquaintance’ community through branding， strengthening the stickiness of members. In conclusion， the successful operation of ecological farm lies in the product services， cooperation models and community relations， and the operator plays an important role in the construction of the ‘dual organization’ between producers and consumers. This study can provide a reference for ‘small-scale farmers’ to start the road of ecological agriculture at a low cost. |
| Key words: organization of production and consumption bi-directional enabling membership system project system ecological agriculture |
