休闲农业视角下乐山市茶叶产业发展路径研究

Study on the Development Path of Tea Industry in Leshan City under the Perspective of Leisure Agriculture

摘要: 乐山市是中国著名的茶叶产区之一，茶叶产业是其传统优势产业。近年来，随着健康饮食观念的普及和消费者对高品质茶叶的追求，乐山市茶叶产业呈现出种植面积持续扩大、品种日益丰富、质量不断提高的态势。然而，随着市场需求的不断变化和竞争的加剧，乐山市茶叶产业面临着诸多挑战，如基础设施建设不到位、产品和服务缺乏创新性与多样性、品牌建设和市场推广不足等问题。本研究基于整体与个案的调查视角，通过对乐山市茶叶产业进行深入的实地调研和个案剖析，提出以下发展路径：一是加强基础设施建设，满足游客多样化的需求，推进智慧休闲农业的建立；二是坚持绿色发展理念，加强人才引进及茶农的培训，探索茶叶种植与生态保护和谐共生的新模式；三是促进服务升级及休闲农业产品创新，研发新型茶叶产品，满足不同客户需求；四是强化市场营销，深化品牌战略，依托乐山市独特的茶文化资源，塑造有竞争力的区域公共品牌。期望研究结果能够为乐山市茶叶产业与休闲农业的深度融合发展提供实践指导和理论支撑。

Abstract: Leshan City is one of the famous tea producing areas in China, and the tea industry is its traditionally advantageous industry. In recent years, with the popularity of the concept of a healthy diet and consumers’ pursuit of high-quality tea, Leshan City’s tea industry has shown a continuous expansion of planting areas, increasingly rich varieties, and improving quality. However, with the ever-changing market demand and intensifying competition, the tea industry in Leshan City faces many challenges, such as inadequate infrastructure construction, lack of innovation and diversity in products and services, and insufficient brand building and marketing. This study, grounded in both holistic and case-specific investigative perspectives, delves into Leshan City’s tea industry through comprehensive field research and detailed case analysis, proposing the following development trajectories: First, bolster infrastructure construction to accommodate the diverse needs of visitors and advance the establishment of smart leisure agriculture. Second, adhere to green development principles, enhance talent attraction and tea farmer training, and explore a new model for the coexistence of tea cultivation and ecological preservation. Third, promote service enhancement and leisure agriculture product innovation by developing novel tea products to meet varied customer demands. Fourth, strengthen marketing and deepen brand strategy by leveraging Leshan City’s unique tea cultural resources to shape a competitive regional public brand. It is expected that the results of the study can provide practical guidance and theoretical support for the deep integration and development of the tea industry and leisure agriculture in Leshan City.