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一月的海南，暖陽如煦，思潮涌動(dòng)。2026年1月中旬，中國(guó)農(nóng)業(yè)大學(xué)MBA三亞國(guó)際班師生一行走進(jìn)海南籬笆島與鄧杰家庭農(nóng)場(chǎng)，開展主題研學(xué)活動(dòng)。此次活動(dòng)重點(diǎn)聚焦戰(zhàn)略規(guī)劃布局與特色市場(chǎng)營(yíng)銷路徑，助力學(xué)生認(rèn)知特色產(chǎn)業(yè)的創(chuàng)新發(fā)展模式和升級(jí)路徑。本次研學(xué)由MBA教育中心執(zhí)行主任谷征博士帶隊(duì)，2025級(jí)MBA三亞國(guó)際班學(xué)生、培養(yǎng)事務(wù)主管李海燕老師、行政管理牛翔老師以及三亞國(guó)際班班主任郭穎老師參與，共同開啟這場(chǎng)理論與實(shí)踐交融的探索之旅。

In the warm, caressing sunshine of January in Hainan, ideas and inspirations are stirring. In mid-January 2026, a group of faculty and students from the MBA Sanya International Class of China Agricultural University embarked on a themed study tour to Hainan Libadao and Dengjie Family Farm.

Centered on strategic planning and distinctive marketing approaches, this activity aimed to deepen students’ understanding of the innovative development models and industrial upgrading paths of China’s characteristic agriculture.

Led by Dr. Dr.Gu Zheng, Executive Director of the MBA Education Center, the tour group included students of the 2025 MBA Sanya International Class, Ms. Li Haiyan, Manager of Academic Affairs, Mr. Niu Xiang, Administrator, and Ms. Guo Ying, Class Teacher of the Sanya International Class, who jointly kicked off this exploratory journey integrating theoretical knowledge with practical experience.

研學(xué)第一站

從線上種草到線下體驗(yàn)

探訪“籬笆島”產(chǎn)業(yè)融合創(chuàng)新模式

The First Stop of the Study Tour

From Online Buzz-Building to Offline Experience

Exploring the Industrial Integration and Innovation Model of Libadao

研學(xué)首站，師生們來到籬笆島。雖名為“島”，它并非真正島嶼，而是由主理人籬笆精心打造的“鮮花主題花園”。留學(xué)生們被如詩如畫的環(huán)境所吸引——繽紛的花圃、巧妙的設(shè)計(jì)與充滿生活美學(xué)的場(chǎng)景布置，顛覆了他們對(duì)生產(chǎn)基地的固有想象。

The first stop of the study tour took the faculty and students to Libadao. Despite its name meaning “Island”, it is not a real isle at all, but a flower-themed pastoral haven elaborately created by Li Ba.

The international students were enchanted by the idyllic scenery here—colorful flower beds, ingenious layout, and aesthetically designed living scenes, which completely overturned their preconceived ideas of what a production base should be like.

作為全網(wǎng)擁有400多萬粉絲的UP主，籬笆向師生們講述了她從城市回歸鄉(xiāng)村，將一片荒地打造成網(wǎng)紅花園，同時(shí)搭建起鮮花供應(yīng)鏈的創(chuàng)業(yè)故事。她的經(jīng)歷生動(dòng)展現(xiàn)了中國(guó)新一代創(chuàng)業(yè)者的特點(diǎn)：善于利用社交媒體進(jìn)行內(nèi)容創(chuàng)作和品牌傳播，打破傳統(tǒng)產(chǎn)品銷售邊界，實(shí)現(xiàn)從“賣產(chǎn)品”到“售賣生活方式與情感體驗(yàn)”的升級(jí)。

As a content creator with over 4 million followers across social media platforms, Liba shared with the faculty and students her entrepreneurial story of moving from the city back to the countryside, transforming a barren plot of land into an internet-famous garden, and building a flower supply chain at the same time.

Her experience vividly embodies the traits of China’s new generation of agricultural entrepreneurs: they excel at leveraging social media for content creation and brand communication, break the boundaries of traditional product sales, and achieve the upgrade from “selling products” to “selling lifestyles and emotional experiences”.

基于籬笆的創(chuàng)業(yè)實(shí)踐，在谷征博士的引導(dǎo)下，師生們圍繞“新時(shí)代花卉企業(yè)‘小而美’的戰(zhàn)略選擇與突圍之道”展開探討，聚焦解構(gòu)“籬笆島”的特色營(yíng)銷路徑。大家圍繞“如何通過短視頻構(gòu)建品牌”“如何將粉絲流量有效轉(zhuǎn)化為產(chǎn)品銷量”“如何圍繞核心IP延伸價(jià)值鏈”等問題展開。這種“內(nèi)容電商+體驗(yàn)經(jīng)濟(jì)”的模式，成功實(shí)現(xiàn)了一、二、三產(chǎn)業(yè)的有機(jī)融合。通過對(duì)籬笆島的實(shí)地探訪，國(guó)際學(xué)子親身感受到這片土地上活力迸發(fā)、創(chuàng)意涌動(dòng)的發(fā)展脈動(dòng)，對(duì)其發(fā)生的變革以及數(shù)字經(jīng)濟(jì)為個(gè)體帶來的強(qiáng)大賦能，形成了更為直觀而深入的認(rèn)知。

Under the guidance of Dr.Dr.Gu Zheng, the faculty and students launched a discussion themed “Strategic Choices and Breakthrough Paths for ‘Small yet Beautiful’ Floral Enterprises in the New Era”, focusing on deconstructing the distinctive marketing approach of Libadao.

The group delved into key questions including “How to build a brand through short videos”, “How to effectively convert follower traffic into product sales”, and “How to extend the value chain around core IPs”. This “content e-commerce + experience economy” model has successfully achieved the organic integration of the primary, secondary and tertiary industries.

Through on-site visits to Libadao, international students have personally felt the vibrant and innovative development dynamics of this land, gaining a more intuitive and in-depth understanding of its profound transformations and the powerful empowerment that the digital economy brings to individuals.

研學(xué)第二站

探訪鄧杰家庭農(nóng)場(chǎng)

解析現(xiàn)代化轉(zhuǎn)型與封關(guān)機(jī)遇

The Second Stop of the Study Tour

Visiting Dengjie Family Farm ，Decoding Pathways to Modernization

and Opportunities from Full Customs Closure

午后，研學(xué)團(tuán)隊(duì)前往陵水椰林鄧杰家庭農(nóng)場(chǎng)，開啟第二站的探索之旅。作為積極響應(yīng)“菜籃子”民生工程建設(shè)的代表性農(nóng)場(chǎng)，這里正計(jì)劃整合農(nóng)場(chǎng)及周邊農(nóng)民的閑置土地，打造50畝菜籃子基地，以實(shí)際行動(dòng)助力政府破解海南菜價(jià)偏高的民生難題。

In the afternoon, the study tour group headed to Dengjie Family Farm in Lingshui Coconut Grove, kicking off the exploration of their second stop.

As a representative farm that actively responds to the government’s rural revitalization programs and the “vegetable basket” livelihood project, it is planning to integrate the idle land of the farm itself and surrounding farmers to build a 50-mu vegetable basket base. With this concrete initiative, the farm is helping the government address the pressing livelihood issue of high vegetable prices in Hainan.

場(chǎng)長(zhǎng)謝鑫和董事長(zhǎng)鄧杰向留學(xué)生們?cè)敿?xì)闡述了農(nóng)場(chǎng)的經(jīng)營(yíng)現(xiàn)狀與“家庭農(nóng)場(chǎng)”這一經(jīng)營(yíng)模式。目前，農(nóng)場(chǎng)以龍眼、芒果、百香果等熱帶水果為核心產(chǎn)品，在種植管理上實(shí)現(xiàn)標(biāo)準(zhǔn)化、規(guī)范化運(yùn)營(yíng)，同時(shí)積極探索產(chǎn)銷一體化發(fā)展路徑，構(gòu)建起獨(dú)具特色的經(jīng)營(yíng)體系。研學(xué)途中，海南酸粉非遺傳承人還現(xiàn)場(chǎng)展示了這一地方美食的制作技藝，讓學(xué)子們?cè)谘袑W(xué)之余，沉浸式領(lǐng)略海南本土文化的獨(dú)特魅力。

Farm Director Xie Xin and Chairman Deng Jie elaborated on the farm’s current operation status and the “family farm” agricultural management model in detail for the international students.

At present, the farm focuses on tropical fruits such as longan, mango and passion fruit as its core products. It has achieved standardized and streamlined operations in planting and management, and is actively exploring the integrated development path of production and marketing, thus building a distinctive agricultural operation system.

During the study tour, an inheritor of the intangible cultural heritage of Hainan Sour Noodles also demonstrated the craftsmanship of this local delicacy on site, allowing the students to enjoy an immersive experience of the unique charm of Hainan’s indigenous culture alongside their academic exploration.

隨后，谷征博士以鄧杰家庭農(nóng)場(chǎng)為真實(shí)案例，圍繞“政府賦能中小企業(yè)發(fā)展的路徑與機(jī)制探討”主題，為留學(xué)生們帶來了一場(chǎng)別開生面的現(xiàn)場(chǎng)教學(xué)。課程不僅深度剖析了農(nóng)場(chǎng)的經(jīng)營(yíng)狀況、競(jìng)爭(zhēng)優(yōu)勢(shì)與未來發(fā)展戰(zhàn)略，更將視野提升至區(qū)域經(jīng)濟(jì)格局層面，前瞻性地分析了海南全島封關(guān)運(yùn)作后的市場(chǎng)發(fā)展前景。這場(chǎng)在果園旁開展的互動(dòng)研討，充分調(diào)動(dòng)了學(xué)子們的參與熱情，現(xiàn)場(chǎng)討論氛圍熱烈。

Subsequently, drawing on Dengjie Family Farm as a real-world case study, Dr. Dr. Gu Zheng delivered a lively on-site lecture to the international students themed “Exploring the Pathways and Mechanisms of Government Empowerment for the Development of Small and Medium-sized Enterprises”.

The session not only provided an in-depth analysis of the farm’s operational status, competitive advantages and future development strategies, but also elevated the perspective to the level of regional economic landscape. It offered a forward-looking analysis of the potential international market opportunities and challenges that the agricultural sector may face following the full customs closure and operation of Hainan Free Trade Port.

This interactive seminar held right beside the orchard fully stimulated the students’ enthusiasm for participation, with a dynamic and heated atmosphere of discussion on site.

研討中，有留學(xué)生針對(duì)臺(tái)風(fēng)等自然災(zāi)害的應(yīng)對(duì)措施提出疑問，場(chǎng)長(zhǎng)結(jié)合實(shí)際運(yùn)營(yíng)經(jīng)驗(yàn)，分享了風(fēng)險(xiǎn)防范的方法。研討結(jié)束后，留學(xué)生們實(shí)地參觀了各類果木的種植區(qū)，察看水果生長(zhǎng)環(huán)境與種植管理情況，在親身體驗(yàn)中進(jìn)一步深化對(duì)產(chǎn)業(yè)發(fā)展的認(rèn)知。通過“場(chǎng)長(zhǎng)分享+案例教學(xué)+實(shí)地參觀”的多元形式，實(shí)現(xiàn)了理論與實(shí)踐的深度交融。

During the seminar, some international students raised questions about response measures against natural disasters such as typhoons. Drawing on his practical operational experience, the farm owner shared his approaches to risk prevention.

After the seminar, the students took a field tour of the various fruit tree plantations, closely examining the fruits’ growing conditions and cultivation management practices. Through this hands-on experience, they deepened their understanding of the development of Hainan’s distinctive agricultural sector.

The integrated approach of “farm directorsharing + case teaching + field visits” has achieved a profound integration of theoretical knowledge and practical application.

一日雙站的研學(xué)之旅，在理論與實(shí)踐的交融碰撞中圓滿收官。從籬笆島以“內(nèi)容賦能+美學(xué)表達(dá)”重塑產(chǎn)業(yè)融合的新范式，到鄧杰家庭農(nóng)場(chǎng)憑借“標(biāo)準(zhǔn)化運(yùn)營(yíng)+政策響應(yīng)”開辟現(xiàn)代化轉(zhuǎn)型之路，師生們不僅直觀感受到自貿(mào)港建設(shè)浪潮中產(chǎn)業(yè)發(fā)展的蓬勃生機(jī)，也深刻體悟到產(chǎn)業(yè)創(chuàng)新背后的邏輯與張力。

對(duì)2025級(jí)MBA三亞國(guó)際班的學(xué)子來說，此次研學(xué)不僅是一次走出課堂、扎根土地的實(shí)踐之旅，更是一場(chǎng)跨越文化、融合學(xué)科的思維淬煉。行程雖已結(jié)束，探索的腳步卻從未停歇。這段深耕產(chǎn)業(yè)融合、解碼自貿(mào)港機(jī)遇的旅程，已在學(xué)子心中播下創(chuàng)新與實(shí)干的種子。未來，中國(guó)農(nóng)業(yè)大學(xué)MBA三亞國(guó)際班將繼續(xù)立足區(qū)域特色，鏈接優(yōu)質(zhì)產(chǎn)業(yè)資源，引領(lǐng)更多學(xué)子在實(shí)踐中錘煉本領(lǐng)，在探索中開闊視野。

The one-day two-stop study tour came to a successful conclusion amid the integration and collision of theory and practice. From Libadao’s reshaping of a new paradigm for industrial integration through "content empowerment + aesthetic expression", to Dengjie Family Farm’s forging a path toward modernization via "standardized operation + policy responsiveness", teachers and students not only witnessed firsthand the vigorous vitality of industrial development amid the construction boom of the free trade port, but also gained profound insight into the logic and dynamics underpinning industrial innovation.

For the students of the 2025 MBA Sanya International Class, this study tour was more than a practice-oriented journey stepping out of the classroom and grounding themselves in the land; it was an intellectually transformative experience transcending cultural boundaries and integrating interdisciplinary perspectives. Though the tour has concluded, the journey of exploration never stops. This immersive trip, which delved deep into agriculture-tourism integration and decoded opportunities in the Free Trade Port, has sown the seeds of innovation and pragmatism in the hearts of the students.

Going forward, the MBA Sanya International Class of China Agricultural University will continue to leverage regional strengths, connect with high-quality industrial resources, and guide more students to hone their skills through practice and broaden their horizons through exploration.