在全国范围内大量兴起的农家乐休闲旅游作为一种新的体验活动，在满足人们休
闲需求同时，也逐渐成为解决“三农”问题的一个新的有效方式，并在统筹城乡
发展、加快建设社会主义新农村中发挥着重要的作用

文章从研究背景入手，借鉴了国内外的相关理论研究和文献资料，简要阐述
长兴县农家乐休闲旅游产业现状和存在的问题，并基于 SCP 范式的基本逻辑，从
市场集中度等三个方面分析了长兴县农家乐休闲旅游产业的市场结构；从长兴县
农家乐休闲旅游产业的企业价格策略、产品策略和产品创新行为三个方面进行了
长兴县农家乐休闲旅游产业的市场行为分析；结合产业的利润水平等因素进行了
深入研究，对长兴县农家乐休闲旅游产业的市场绩效进行了分析；最后，根据分
析其在快速发展中面临着诸多的问题，从企业规模、产权制度、特色经营、营销
渠道、产品质量、满意度和开发模式上提出对策建议，以期解决和改善存在的问
题，促进农家乐休闲旅游产业更好发展

本论文研究分为六个部分。第一部分至第二部分为绪论、理论介绍和文献综
述等内容。第三部分至第四部分是结合长兴县乡村农家乐休闲旅游发展概况和存
在问题，对该产业进行了 SCP 理论战略分析。第五部分和第六部分是根据分析情
况得出的促进长兴县乡村农家乐休闲旅游产业发展的建议以及相关的结论等等

关键词：旅游产业；农家乐休闲旅游；SCPII
Abstract
With the gradual improvement of people&39;s living standards, tourism,
leisure has become an important way of leisure. A large rise in the country
within the scope of the farmhouse leisure tourism as a new experience,
to meet the leisure needs of the people at the same time, it has gradually
become a new and effective way to solve the problem of three agriculture,
and in the urban and rural development, accelerate the construction plays
an important role in new socialist countryside.
This paper starts from the background of the research, and draws
lessons from the domestic and international relevant theoretical research
and literature materials, briefly describes the status quo of the
farmhouse leisure tourism industry in Changxing County and the existing
problems, and based on the basic logic of the SCP paradigm, the market
structure of tourism industry in Changxing County farmhouse was analyzed
from the three aspects of market concentration; This paper analyzes the
market behavior of Changxing County leisure tourism industry in Changxing
County from three aspects: the price strategy, product strategy and
product innovation behavior; Based on the analysis of the industry profit
level, product quality and other indicators, this paper analyzes the
market performance of Changxing County leisure tourism industry; Finally,
according to the analysis of the facing problems in the rapid development,
puts forward some countermeasures and suggestions from the scale of
enterprise, property rights system, operating characteristics, marketing
channels, product quality, satisfaction and development mode, in order
to solve and improve the problems, promote better development of the
tourism industry and leisure farm.
This thesis is divided into six parts. The first part to the second
part is the introduction, theory and literature review. The third part
to the fourth part is the development of rural leisure tourism in Changxing
County and the existing problems of the industry, the industry carried
out SCP strategic analysis. The fifth part and the sixth part is based
on the analysis of the situation to promote the development of rural
leisure and tourism industry in Changxing County recommendations and
related conclusions, etc..
Keywords: The tourism industry；farmhouse leisure tourism；SCPIII
目 录
中文摘要
I
英文摘要
...........
II
目录
...
III
1 绪论1.1 研究背景
.........1.2 研究的目的和意义
......1.3 研究内容和创新之处
.2 SCP 理论及文献综述
..2.1 SCP 理论
......2.2 文献综述
...........3 长兴县农家乐休闲旅游发展概况和存在的问题
..........3.1 长兴县的基本情况介绍
.3.2 长兴县农家乐休闲旅游发展概况
.......3.3 长兴县农家乐休闲旅游产业存在的问题
......4 基于 SCP 范式的长兴县农家乐休闲旅游产业分析
......4.1 长兴县农家乐休闲旅游产业市场结构分析
..........4.1.1 市场集中度分析
.........
104.1.2 产品差异化分析
.4.1.3 进入和退出壁垒
........4.2 长兴县农家乐休闲旅游产业市场行为分析
........4.2.1 价格策略
...4.2.2 产品策略
.......4.2.3 产品创新行为
16
4.3 长兴县农家乐休闲旅游产业市场绩效分析
........4.3.1 利润水平
...4.3.2 产品质量
...4.3.3 其他绩效指标
......5 加快发展长兴县农家乐休闲旅游产业的建议
..5.1 提高旅游产业的市场集中度
20
5.2 建立以现代产权制度为核心的企业制度
.
21
5.3 实现特色化经营的重点在于旅游项目的创新
..
21
5.4 通过加强宣传力度来拓宽产品营销渠道
22
5.5 提高从业人员在卫生、消防、安全管理等方面的业务素质
23
5.6 通过加大对服务质量管理来提升游客满意度水平
......
24
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