Creative Agriculture leads the New Development of Agriculture

The concept of modern agricultural development gives birth to a new mode of agricultural management, and creative agriculture is one of them. Creative agriculture has three main characteristics: first, technological innovation, the use of Internet technology to promote the deep integration of primary, secondary and tertiary industries, and upgrade and transform traditional agriculture. The second is business concept innovation, pay more attention to experiential consumption, improve consumer participation, and meet diversified needs in communication and interaction. Third, cultural support, through the creation of beautiful villages and the protection of cultural heritage to create higher agricultural added value. Creative agriculture is rising in some places, and the role of promoting agricultural quality, efficiency and upgrading is gradually emerging.

Set up the "Internet +" thinking. The Internet is profoundly changing the way agriculture develops. In recent years, rural e-commerce has exploded, "Taobao Village" has sprung up all over the country, and the way farmers get rich has changed significantly. In 2014, the e-commerce transaction volume of agricultural products in Zhejiang Province was about 20 billion yuan. Suichang County, as a small mountain county with a population of only 230000, has an e-commerce transaction volume of 410 million yuan for agricultural products. As the main form of creative agriculture, Internet agriculture has promoted the reform of business model and created great business value. The 2015 Government work report proposes to formulate a "Internet +" action plan. The construction of agricultural modernization should seize the opportunity to promote the development of creative agriculture, give full play to the role of the Internet of things and e-commerce in reducing circulation costs, promote the infiltration and integration of the Internet and the whole agricultural industry chain, and form a new competitive advantage in agriculture.

Focus on participatory experience. As a form of creative agriculture, "community support agriculture" has aroused widespread concern. Taking the Little Donkey Citizen Farm in Haidian District of Beijing as an example, it adopts natural agricultural technology, attaches importance to the inheritance of traditional farming culture and local knowledge, advocates a healthy and natural way of life, and provides vegetable distribution and vegetable land rental services for citizens. A comprehensive agricultural development platform and organic agricultural brand has been initially formed, including production and marketing of organic agricultural products, ecological agricultural demonstration, visiting experience, education and training, environmental protection, theoretical research and policy advocacy. The core of its business philosophy is to adhere to the consumer-centered, tap rural community resources, let consumers participate in the experience of leisure, consumption, learning, to achieve the accurate docking of consumer demand and production supply, and promote the harmonious development of urban and rural areas. "Community supporting agriculture" is an effective way to develop creative agriculture. We should actively guide industrial and commercial capital to develop modern planting and breeding industry suitable for enterprise management, mobilize the enthusiasm of urban consumers to support the construction of a new countryside, promote mass entrepreneurship and innovation, and cultivate new growth points of agricultural and rural economy.

Supported by local culture. Agriculture is the cradle of local culture, and the creativity of creative agriculture is reflected in cultural characteristics to a large extent. Unique village style, traditional customs and pastoral scenery, and heavy agricultural civilization are precious wealth to promote the construction of beautiful villages and promote the development of rural communities. For example, Shandong Province has organized and implemented the "Rural memory Project" to protect rural cultural heritage. it includes physical objects such as traditional buildings, representative production tools and production relics, as well as intangible cultural heritage such as local production habits and festival customs, which have not yet been included in cultural relics protection units. On the basis of protection, a number of ancient residential houses, ancient villages, ancient streets and alleys with strong local and traditional cultural characteristics are selected for maintenance and utilization, combined with the display of production tools and production and life traditions, the formation of a comprehensive and "active" rural museum integrating local architecture and rural folk customs has become a rural tourist attraction with considerable connotation. This is a beneficial exploration of combining agriculture, rural areas and cultural heritage to build beautiful villages and develop leisure agriculture. In order to develop creative agriculture, we should continue to promote the construction of beautiful villages, increase cultural income and increase efficiency, and guide all localities to expand agriculture from a single production function to multiple functions such as leisure and sightseeing, agricultural experience, ecological protection, cultural inheritance, and humanistic education.