文旅融合模式下蒲江耙耙柑产业发展现状与对策研究

Research on the Current Situation and Countermeasures of Pujiang Chunjian Mandarin Industry Development under the Integration of Culture and Tourism

摘要: 在乡村振兴与文旅融合发展的时代背景下，蒲江耙粑柑产业作为特色农业的典型代表，正积极探索高质量发展路径。本文系统剖析了该产业在“农业 + 文旅 + 商贸”融合模式下的发展现状，指出其已构建起标准化的生态种植体系，并通过电商渠道与文旅采摘的协同，初步实现了从单纯售卖农产品向提供综合体验的转型。然而，产业深化发展仍面临多重制约：产业链延伸不足导致附加值挖掘受限，体验项目单一使得游客难以深度留存，品牌管理的粗放化易引发“公地悲剧”，且懂农业、会经营的复合型人才供给存在明显断层。针对上述困境，本文提出了相应的优化对策：通过技术延链与文创赋能提升产品溢价能力，打造“全域全时”沉浸式场景以增强旅游吸引力，构建新媒体与电商联动的整合营销矩阵，并实施柔性引才与返乡创业扶持政策以强化智力支撑。本研究旨在为推动蒲江耙粑柑产业的可持续发展提供理论参考与实践指导。

Abstract: In the context of rural revitalization and the integration of culture and tourism, the Pujiang Chunjian mandarin industry, as a typical representative of specialty agriculture, is actively exploring pathways for high-quality development. This paper systematically analyzes the development status of the industry under the “agriculture-culture-tourism-commerce” integration model, pointing out that it has established a standardized ecological planting system and, through the coordination of e-commerce channels and cultural-tourism picking activities, has preliminarily achieved a transformation from merely selling agricultural products to providing comprehensive experiences. However, the further development of the industry still faces multiple constraints: the limited extension of the industry chain restricts the excavation of added value, the singularity of experience projects makes it difficult to retain visitors for a long time, the rough brand management can easily cause a “tragedy of the commons”, and there is a significant gap in the supply of compound talents who understand agriculture and are capable of management. To address these challenges, this paper proposes corresponding optimization strategies: enhancing product premium capacity through technology chain extension and cultural-creative empowerment, building “all-area, all-time” immersive scenarios to enhance tourism attractiveness, constructing an integrated marketing matrix linking new media and e-commerce, and implementing flexible talent introduction and return-home entrepreneurship support policies to strengthen intellectual support. This study aims to provide theoretical reference and practical guidance for promoting the sustainable development of the Pujiang Chunjian mandarin industry.