In order to reach a higher level of brand construction,this essay details the advantageous conditions,existing problems and developmental path of regional recreational agriculture in Chang-Zhu-Tan,Hunan Province.They may result from a variety of internal and external factors like regional resources,economy of scale,agglomeration economy and so on.In the process of Chang-Zhu-Tan＇s brand construction in leisure agriculture,regional resources provide the essential conditions,scaly development acts as a powerful engine,the agglomeration economy turns into a scatterer for all-dimensional extension.Above all,with the deepening and functioning of these factors,Chang-Zhu-Tan＇s brand effect related above has been set up and promoted step by step,thanks to the ceaseless development of cultural connotation,substances and competitiveness.%从区域资源条件、规模经济和集聚经济等内外部因素方面,对湖南长株潭休闲农业区域品牌建设所具备的条件、存在的问题及发展路径进行分析。在长株潭休闲农业区域品牌的构建之中,区域资源特色是基础性条件,规模化发展是强大引擎,其效应的发挥将通过集聚经济的内生作用而得以延伸;通过这些内外部因素作用的不断发挥和深化,长株潭休闲农业的区域品牌将随着文化内涵、物质内容和竞争力等的提升和完善而得以建立和发展。
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