Friends who often pay attention to this public account should remember that there are several articles in the first half of the year, and we have explored and studied the resources, policies, products, and industries of leisure farms. In this issue, on the basis of the previous research, we will try to sort out and explore the operation and management of leisure farms.
First, the business philosophy
Let's start with ideas, because the way of thinking determines the pattern of behavior. As a form of rural tourism, the core concept of leisure farm operation is actually contained in the concept of rural tourism proposed above, that is, the agricultural industry foundation, rural cultural experience and rural environment, that is, the "three lives" concept of production, life and ecology.
Agricultural production is the basis for the existence of leisure farms, and it is the theme and direction that its business activities cannot deviate from. Ecology is the basis of the existence of agriculture, especially the basis of the production of healthy organic agricultural products pursued by contemporary people, because high-quality irrigation water, natural organic fertilizers and clean air are the basic conditions for ensuring the output of healthy agricultural products. Life is the purpose and meaning of the existence of leisure farms, and life here includes both the life of farm owners and all their staff, as well as the leisure vacation life of tourists.
Second, business ideas: cross-border integration is the king
Leisure farms belong to cross-border operations, which is somewhat similar to the transformation of enterprises from specialization to collectivization and platformization, and the test is the vision, wisdom and ability of their operators. It can be understood as a new format, similar to the popular internet celebrity formats such as the most beautiful library, museum-style restaurant, and homestay transformed by pig pen. This puts forward high requirements for business managers to recognize cultural tourism products, and even requires that he or she should be a person with feelings, not just a businessman.
Speaking of which, it is impossible not to mention one person and one project, and that is Anaya and its founder Ma Yin. In his words, he has made a real estate project into a cultural tourism project and even a famous cultural tourism brand according to his personal likes and dislikes. And the secret of the project's success is a very mysterious-sounding sentence: give the soul a home. He made the loneliest library and sea auditorium by the sea, the racecourse and ecological farm, the dune art gallery; the crazy organization of owners to form associations, attracting the most avant-garde art institutions, the Ullens Center for the Arts and the most avant-garde repertory theatre, and the popular stand-up comedians to perform, one after another. He called himself the village chief, pulled the owners into communities, and became good friends here, where they did not know each other.
Although Aranya seems to be incompatible with leisure farms, in fact, their spiritual core should be consistent, that is, to pay more attention to the needs of people's spiritual level, and to light up people's lives with culture and art. In fact, all cultural tourism projects should have this spiritual core and humanistic temperament, because cultural tourism products themselves are a kind of beautiful life that people need, and they are born with high-end attributes in quality. Ma Yin positioned Aranya as "the first dwelling place of the people's souls" because "my peace of mind is my hometown". He even "loves the house and the house" to extend this care for people to the pig: the Aranya Ecological Farm has built a runway, a jumping platform, a swimming pool for the pigs - so that the meat of the pigs will be more delicious.
Third, the management model: the special need to improve the technical content
The managers of leisure farms are generally transformed from farmers and rural collective organizations, and the management team is often a family member, so modern management technology is generally lacking.
Many farm managers tend to focus only on product technology, that is, to develop innovative products to obtain sustainable growth. In fact, the management technology of leisure farms also includes process technology, marketing technology, organizational management technology and customer management technology. These technologies constitute the fundamental attributes of leisure farms as a service industry, but they are easily ignored by managers because they appear to be very "virtual". In the eyes of ordinary villagers, the things with empty heads and brains are like strange techniques and side doors and left paths, which seem quite "out of the flow". Therefore, how to manage a leisure farm is actually a very important, challenging and difficult problem.
First of all, it is necessary to cultivate the awareness of leisure farm managers to attach importance to modern management ideology theory and technology. This should not rely solely on their spontaneous learning behavior, but should play a role in the service and supervision of local industry associations or tourism authorities. This is actually very easy to achieve in our country, because we have an unparalleled government department that wants to make a difference.
According to The General Assembly of Duan Zhaolin, Professor of the Department of Agricultural Enterprise Management, Pingtung University of Science and Technology, Taiwan, Secretary General of the Taiwan Leisure Agriculture Society, and Executive Director of the "China" Cross-Strait Agricultural Exchange and Development Association, the management of leisure farms covers eight aspects, such as production management, marketing management, and human resource management, so it is a very professional system. Taking the marketing management of leisure farms as an example, it involves seven links: mission and goal, marketing environment analysis, market opportunity discovery, target market selection, marketing mix planning, marketing plan execution and marketing activity control, each of which needs to learn a lot of content. There are as many as 7 kinds of pricing methods for marketing combinations alone, and the average person can't understand the mystery of this, and it is really impossible not to train.
Management technology also includes the application of technologies such as the Internet. It is undeniable that "Internet +" has indeed changed the operation and management mode of many industries. As far as the agricultural field is concerned, the Internet has also spawned a number of leisure farms with novel models, such as Japan's MYFARM.
It is actually an Internet agricultural platform, which rents decentralized farmland and concentrates it on the platform to sell the right to use farmland to meet the needs of citizens for high-quality agricultural products, agricultural experience and agricultural leisure. MYFARM is also a combination of online and offline agricultural experience platform, some farmland is built into an offline "experience store" type of family sharing farm, supporting entertainment, catering, accommodation and other projects and facilities. This is more demanding for the management level, and the non-professional management team is not competent.
In fact, this Internet + agriculture model is very suitable for the development of rural tourism and leisure farms in the mainland at this stage, because more leisure farms can be driven to grow rapidly through joining, and the industrial scale and development maturity of mainland leisure farms can be changed and improved as a whole.
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Kyoshi Cultural Brigade
It integrates five major business sectors, including cultural tourism integration strategy research and cultural tourism project planning and practice, national A-level scenic spots/national tourist resorts to create full counseling, rural revitalization and agricultural tourism project landing and operation, cultural and creative product research and development and derivative application, training visits and investment and financing services, and strives to create a content provider of "Beautiful Life Tourism Destination".