Abstract:

Picking orchard is an important type of leisure agriculture. It has obvious advantages in reducing the circulation links of agricultural products, exploiting the marketing channels, building brands, integrating the primary, second and tertiary industry, and improving agricultural economic benefits. Taking Laoyou Ecological Farm in Yangzhong Town of Youxi County as an example, this paper analyzed the problems in the development of picking orchard, such as lack of overall planning, inadequate service concept, insufficient varieties for picking, fierce homogenization competition, high labor cost, as well as less fine management, brand building and marketing promotion. Based on the analysis, we put forward management suggestions, including accurate positioning of the picking orchard, adopting high standard green planting technology, improving service facilities, implementing functional zoning, using new media for marketing promotion, establishing brands and so on, in order to promote the transformation and upgrading of traditional orchard and realize rural industry revitalization.

Key words: picking orchard, family farm, leisure agriculture, operation and management, experience economy