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论文作者（签名）：
2023年 1月 4日
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2023年 1月 4日
3
Y农业生态园营销策略优化研究
摘要
我国政府大力推进乡村振兴，加大对农村各类建设项目的支持力度，各个
地方政府也依据实际情况制定了配套的助农政策和措施。在 2021年政府的旅游
发展规划里，提出了推动城镇休闲空间建设，发展具有特色的乡村旅游。休闲
农业本质上是一二三产业的结合，是深受政府和企业高度关注的产业。在物质
生活得到极大丰富之后，人们对文化生活越来越关注，人们开始更多的关注原
生态，关注郊区和乡村，去体验和城市模式化生活不一样的环境，短途旅行、
城市周边游成为休闲度假的重要选择之一，这些因素都给休闲农业带来了发展
机遇。
Y农业生态园于 2010年成立，以科技农业、生态休闲农业为主题，立足打
造都市森林的一片净土，12年来深耕蚌埠及周边市场，积累了一定的核心顾客
和良好的口碑。然而随着同类型休闲农庄的不断增加，同时企业本身存在着产
品和服务较为单一、品牌宣传不到位、市场定位模糊、价格策略过于单一等诸
多问题，这些影响了 Y农业生态园的长期发展。其实这些出现的问题既是 Y农
业生态园在发展中出现的问题，也是诸多同类型休闲农业企业面临的共同问题。
本文将在阅读大量文献、研究国内外休闲农业案例、实地调研分析等基础
上对 Y农业生态园进行深入分析，分析生态园在营销方面存在的问题，生态园
目前所处的环境因素，从而制定出适合 Y农业生态园的市场定位，提出如何进
行营销策略优化的建议。随着时代发展，服务对企业的影响越来越重要，企业
不再是单纯的做好产品、渠道、促销等传统的营销方式，在新的时代背景下，
顾客满意已经成为核心竞争力，企业需要做好服务营销。本文希望以 Y农业生
态园为研究案例，以 7PS营销理论为指导，同时结合研究国内外的理论和成功
的案例，寻求突破瓶颈的方法，为休闲农业发展和特色农产品推广、市场营销
等提供参考价值。
关键词：休闲农业；营销策略；优化
1
Y农业生态园营销策略优化研究
ABSTRACT
Our government is vigorously promoting the revitalisation of the countryside and
increasing support for various construction projects in rural areas, and various local
governments have also formulated supporting policies and measures to help farmers
according to the actual situation. In the government's tourism development plan for
2021,it is proposed to promote the construction of leisure spaces in towns and cities
anddevelopruraltourismwithspecial characteristics.Leisureagricultureis
essentially a combination of one, two and three industries, and is an industry that is
highly regarded by the government and enterprises. After the material life has been
greatly enriched, people have become more and more concerned about cultural life,
people have started to pay more attention to the original ecology, the suburbs and the
countryside, to experience a different environment from the urban patterned life, short
trips and trips around the city have become one of the important choices for leisure
and holiday, all these factors have brought development opportunities for leisure
agriculture.
Y Agricultural Ecological Park was established in 2010, with the theme of
scientific and technological agriculture and ecological leisure agriculture, based on
creating a piece of clean land in the urban forest. 12 years of deep cultivation in
Bengbu and the surrounding market, has accumulated certain core customers and a
good reputation. However, with the increasing number of leisure farms of the same
type, at the same time the enterprise itself has a relatively single product and service,
brand propaganda is not in place, the market positioning is vague, the price strategy is
too single, and many other problems, these affect the long-term development of Y
Agricultural Ecological park. In fact, these problems are both problems that have
arisen in the development of Y Agricultural Ecological Park and common problems
faced by many leisure agriculture enterprises of the same type.
This paper will analyse Y Agricultural Ecological Park in depth on the basis of
reading a large amount of literature,studying domestic and international leisure
agriculture cases and field research and analysis, analyse the problems that exist in the
marketing of the ecological park, the environmental factors in which the ecological
park currently finds itself, so as to develop a market positioning suitable for Y
Agricultural Ecological Park and make suggestions on how to optimise the marketing
strategy. With the development of the times, the influence of service on enterprises is
I