绿色农业生态旅游案例分享.pdf

1、About MCM关于我们Founded in 1984International Headquarters in Los AngelesChina Headquartered in Beijing,Offices in TianJin,ChengDu,GuangZhou and Kunming.Middle East headquarters in Doha,Qatar and African Headquarters in Nairobi,KenyaMCM has two joint-venture firms that provide Design build landscape ser

2、vices and digital interactive solutions respectively.Over 2,000 Projects in 59 countries300 projects in China since 19999 projects under construction in China 成立于 1984 年 公司总部位于美国加州洛杉矶 中国区总部位于北京,并在天津、成都、广州 和昆明设有办事处。中东总部位于卡塔尔-多哈。非洲总部位于肯尼亚-奈洛比。MCM拥有分别可提供景观及数字互动体验设计建造服务的两家合资公司。在59个国家有超过2,000个工程项目 自1999年

3、起参与中国300余个项目的设计 9个项目正在建造中2服务客户Clients3MCM集团创始人麦克米切尔先生是在国际旅游目的地、景区及生活休闲服务设计领域里享誉世界的专家级规划师、设计师。在40年的职业生涯中，他为59个国家超过2000个项目做出了杰出的贡献。在成立MCM集团前，米切尔先生曾担任洛杉矶奥运会资深副总裁，负责该届奥运会的竞赛活动规划和运营支持统筹，使之成为首届盈利的奥运会项目。同时也负责监督56个奥林匹克场馆的规划及建筑的统筹安排工作。米切尔先生还为其他六届奥林匹克盛会、四届世界博览会担任资深规划顾问，并与全球众多大规模的休闲、娱乐和地产开发公司以及国家、当地政府，展开大型项目的合

4、作。The firm was founded by Michael C.Mitchell an internationally recognized destination,attraction and leisure planner and designer.Mr.Mitchell has contributed to more than 2,000 projects in 59 countries over this forty year career.Prior to forming MCM,Mr.Mitchell served as Senior Vice-President of t

5、he highly successful Los Angeles Olympics,where he was responsible for the planning and support operations of the Olympics.Among his responsibilities included overseeing the planning of the 56 Olympic venues and supervising the architectural departments venue planning.He has served as a senior plann

6、ing consultant to six other Olympic Games,four World Fairs,and has worked with many of the largest leisure,entertainment and property development companies in the world,as well as dozens of national and city governments throughout the world.MICHAEL C.MITCHELL集团总裁MICHAEL C.MITCHELL,CEO4鲁能美丽乡村项目Luneng

7、 Group Country Paradise Project5Green PlanningGreen PlanningMCM has been a global leader in sustainable design,agriculture based projectsMCM集团是全球可持续设计、农业项目的领导企业之一。绿色计划6世界级的理念新型农业生活方式科技TECHNOLOGY环保ECOLOGY教育EDUCATION民生LIVING欢乐JOYThe NewThe NewCountrysideCountryside7核心区:国家农业公园Core Area：National Agricul

8、ture Park拓展区:美丽乡村（城乡统筹区）Secondary Area：Rural-Urban TransitionArea拓展区:美丽乡村（会员制农场）Secondary Area：Membership Farm外延区：农业种植区Extended Area：Agricultural Area 示范区:CSA农业新模式Demonstration Area：Community SupportedAgricultureFive Five ConceptsConcepts五大模块Core Area：National Agriculture ParkDemonstration Area：Comm

9、unity Supported AgricultureSecondary Area：Rural-Urban Transition AreaSecondary Area：Membership FarmExtended Area：Agricultural Area 核心区：国家农业公园核心区：国家农业公园示范区：示范区：CSA农业新模式农业新模式拓展区：美丽乡村（城乡统筹区）拓展区：美丽乡村（城乡统筹区）拓展区：美丽乡村（会员制农场）拓展区：美丽乡村（会员制农场）外延区：农业种植区外延区：农业种植区8核心区:国家农业公园NationalAgriculture Park国家农业公园集教育，商业，度假

10、，观光，高科技农业集教育，商业，度假，观光，高科技农业展示，乐园等功能于一体的农业旅游目的展示，乐园等功能于一体的农业旅游目的地。地。A destination that combines commercial,resort，education，hi-tech agriculture expo，agriculture theme park etc.9核心体验产品国家农业公园之Core Area Development高科技农业高科技农业展示展示区区农业教育主题公园农业教育主题公园室外农业体验中心室外农业体验中心农业生态酒店农业生态酒店农业商业中心农业商业中心酒庄展示综合体酒庄展示综合体农业教育

11、主题公园AGRICULTURE EDUCATION THEME PARK酒庄展示综合体WINERYDEMONSTRATIONCOMPLEX农业商业中心COUNTRY WALK农业生态酒店AGRARIAN ECO-HOTEL高科技农业展示区HI-TECH AGRICULTURE DEMONSTRATION ZONE室外农业体验中心OUTDOOR AGRICULTURE EXPERIENCECENTERHi-tech Agriculture Demonstration ZoneAgriculture Education Theme ParkOutdoor Agriculture Experienc

12、e CenterAgrarian Eco-HotelCountry WalkWinery Demonstration Complex核心区:国家农业公园10民宿BED&BREAKFAST本地商业&居住LOCAL VILLAGE SHOPS&HOUSING社区配套SUPPORT FACILITIESCountryWalk农业商业中心国家农业公园之带有居住的本地村庄商店带有居住的本地村庄商店民宿项目民宿项目为区域社区服务的配套设施为区域社区服务的配套设施Local Village Shops with Housing AboveBed&Breakfast ProgramSupport Facili

13、ties for Area Community核心区:国家农业公园11Agriculture Theme Park农业教育主题公园农业历史主题黑暗乘骑History of Chinese Agriculture Dark Ride实境鸟类演出LIVE BIRDSHOW高科技互动角色表演HI-TECH INTERACTIVE CHARACTER SHOW农业主题乘骑&景点AGRICULTURE THEMED RIDES&ATTRACTION观光热气球乘骑SightseeingBalloon ride儿童农业体验公园儿童农业体验公园“农业的崛起”黑暗骑乘“农业的崛起”黑暗骑乘历史主题黑暗乘骑历史主

14、题黑暗乘骑羽梦齐飞羽梦齐飞实境鸟类演出实境鸟类演出高科技互动角色表演高科技互动角色表演农业主题乘骑和景点农业主题乘骑和景点观光热气球乘骑观光热气球乘骑Childrens Agriculture Experience ParkHistory of Chinese Agriculture Dark RideLive Bird ShowHi-Tech Interactive Character ShowAgriculture Themed Rides&AttractionsSightseeing Balloon Ride国家农业公园之核心区:国家农业公园12CSA农业新模式示范区:CSA农业新模式C

15、ommunitySupported Agriculture与社区联动的新型高效农业，农民与社区联动的新型高效农业，农民与消费者形成直接的合作或产销模与消费者形成直接的合作或产销模式来保障健康食品的生产和农场的式来保障健康食品的生产和农场的可持续运营。可持续运营。Community Supported Agriculture，locally based economic model of agriculture and food distribution.13拓展区:美丽乡村（城乡统筹区）Rural-UrbanTransitionArea美丽乡村（城乡统筹区）原居民的环境改造和城乡统筹原居民的环

16、境改造和城乡统筹提供农民就业提供农民就业Revitalization of Rural AreaProviding Economic&Social Benefits14拓展区:美丽乡村（会员制农场）美丽乡村（会员制农场）MembershipFarm会员制生态社区会员制生态社区Membership farm and lifestyle housing15外延区：农业种植区农业种植区AgricultureArea农业科技生产区农业科技生产区Agriculture Production,work with Research Institute.16计划五：新型农业计划NEW AGRICULTURE

17、PLAN计划一：农业教育计划AGRICULTURE EDUCATIONPLAN 计划二：未来科技计划FUTURE TECHNOLOGY PLAN计划三：乡村振兴计划COUNTRYSIDE REVITALIZATION PLAN计划四：乡村旅游计划COUNTRYSIDE TOURISM PLATFORM计划计划1：农业教育计划：农业教育计划农业不仅仅是提供食物农业不仅仅是提供食物计划计划2：未来科技计划：未来科技计划进入可持续发展时代进入可持续发展时代计划计划3：乡村振兴计划：乡村振兴计划美丽乡村和城乡统筹美丽乡村和城乡统筹计划计划4：乡村旅游计划：乡村旅游计划全域旅游大时代全域旅游大时代计划计

18、划5：新型农业计划：新型农业计划为了生活而生产为了生活而生产鲁能美丽乡村Country Country ParadiseParadise5 Plans5 PlansAgriculture Education PlanFuture Technology PlanCountryside Revitalization PlanCountryside Tourism PlatformNew AgriculturePlan17农业，乡村，同样是一个文明的知识窗口。鲁能美丽乡村也将承担起农业教育的使命。农业，乡村，同样是一个文明的知识窗口。鲁能美丽乡村也将承担起农业教育的使命。鲁能将会成为联合国环境规划署

19、中国分部的主要支持者，它于鲁能将会成为联合国环境规划署中国分部的主要支持者，它于2016年年主持开幕中国青主持开幕中国青年环境论坛。年环境论坛。鲁能遵从联合国环境署的中国环境教育指导方针，大力推广农场教育，向儿童倡导如鲁能遵从联合国环境署的中国环境教育指导方针，大力推广农场教育，向儿童倡导如何保护环境，可持续地生活。何保护环境，可持续地生活。Agriculture and the countryside are the foundations of Chinese civilization and knowledge.Luneng will undertake a comprehensive

20、agriculture education program.Luneng will be a leading supporter for the United Nations Environmental Program(UNEP)China Division,which is launching its China Youth Environmental Forum in 2016.Luneng has adopted UNEPs China Environmental Education Guidelines utilizing Agriculture Education to inform

21、 children on how to live an environmentally sustainable life.NotNot onlyonly aboutabout foodfood productionproductionAgriAgri-EducationEducationPlanPlan计划一 不仅仅是生产食物鲁能农业教育计划18以农业为线索，汇聚知识的万花筒：不仅仅是生产有关历史，经济，艺术，科技的教育不只是物种世界源产地的地理和人文知识的教育不只是课堂田野，作坊，乐园，营地每一个地方都融入互动体验式的教育内容Here We LearnAgriculture educatio

22、n will serve as the learning platform:Not only learning about production also history,economics,art,and technology.Not only learning about species also the geography of the place origin and other humanistic knowledge.Not in a classroom hands-on learning on the farm,workshop,park,camping edutainment

23、and interactive content will be in included in every program.农业多学科教育计划一 农业教育计划之19主体为青少年课外教育主体为青少年课外教育农事，手工等体验式教育农事，手工等体验式教育农业主题公园的游乐式教育农业主题公园的游乐式教育科考旅行式教育科考旅行式教育大礼包：青少年农业教育夏令营大礼包：青少年农业教育夏令营辅助以成年人教育辅助以成年人教育厨艺，手工，艺术，体育等多种亲子厨艺，手工，艺术，体育等多种亲子共同参与的休闲体验式教育和培训项目共同参与的休闲体验式教育和培训项目Focusing on children and teen

24、agers Agriculture，handicraft experiential education Agriculture theme park learning programs Scientific investigation&School Trips Teenager farm camping programs Other activities for parent-child Cooking,handicraft,art,sports,training etc计划一 农业教育计划之多元化教育ForAll Ages&Diversity20Here we CreateR&D为高校科研机

25、构提供研发和实践平台；为高校科研机构提供研发和实践平台；鼓励年轻的农民和创业者鼓励年轻的农民和创业者参与创业孵化项目参与创业孵化项目。未来科技计划科研平台&孵化服务Provide research and intern program for agriculture universities and institutes.Establish programs to encourage young farmers and entrepreneurs to develop hi-tech Green solutions for Chinas food production计划二21可持续技术的集大

26、成者Water Recycling Demonstration ProjectsRenewable Energy Demonstration SystemsSustainable Building Demonstrations水循环水循环科普科普展示项目展示项目可再生能源可再生能源科普科普展示系统展示系统可持续建筑可持续建筑科普科普展示展示计划二 未来科技计划之SustainabilityHere We Build22鲁能，积极承担更多的社会责任，力求与本地社群达到融合与共赢：合作型农场项目，提升生活标准农场生产技术的提升培训项目雇佣环节服务建设美丽乡村，提升住房质量游客服务设施和乡村公共设施

27、建设立足乡村的创新和创业服务Luneng joins the process of local redevelopment:Cooperative Farming Program to improve rural standard of living Training on Improved Farming Techniques Providing employment in project service sector Improving rural housing Offering ownership opportunities of service facilities for visi

28、tors Giving training for local innovation and entrepreneurshipHere We Helpthe Community乡村振兴计划美丽乡村和城乡统筹计划三23全域旅游时代已然到来，旅游业已成为各个行业的整合和价值放大平台。全域旅游时代已然到来，旅游业已成为各个行业的整合和价值放大平台。鲁能美丽乡村，以乡村旅游整合教育，科技，农业生产和乡村振兴，实鲁能美丽乡村，以乡村旅游整合教育，科技，农业生产和乡村振兴，实现最大的经济和社会效应。现最大的经济和社会效应。鲁能美丽乡村的乡村旅游，将集合科普，教育，游乐，文化休闲等各个鲁能美丽乡村的乡村旅游，

29、将集合科普，教育，游乐，文化休闲等各个方面的功能。方面的功能。以周边都市的家庭消费者为主体的客群。以周边都市的家庭消费者为主体的客群。乡村旅游计划How we ExperienceNature Tourism has become an important platform to integrate and enhance the effect of rural development on most agriculture industries.Luneng Country Paradise will achieve its best social and economic impact b

30、y developing experiential tourism that integrates education,entertainment and local culture.The major targeted market are families from major surrounding urban areas.计划四24消费者可以通过app选择：优质粮油，蔬菜，鲜果，肉，禽，蛋，水产等。以高附加值农产品为种养殖的重点；严格执行生态型种养殖的品质控制原则。Utilizing Lunengs Food APP they can purchase high quality foo

31、d products:grain,oil,vegetables,fruits,meat,chicken,eggs and aquatic products.High value-added productsGrown and processed in ecological environmentwith very strict quality assurance.在线销售服务计划五 新型农业计划之The Menu The Menu OnlineOnline25消费者可以通过app观察：设施农业及其生产流程生态肥料技术病虫害的生物防治技术生产环境质量的状况Through Lunengs APP,

32、the consumer can see:The process of production The hi-tech facilities The use of organic-fertilizer Learn to prevent pesticide through eco way Hi-Tech Quality Control SystemGuaranteeing绝对的保障APPS监控LunengLunengVisitor APPSVisitor APPSWe can monitor every We can monitor every processprocess生产全过程监控计划五 新

33、型农业计划之26采摘，加工，包装，运输和配送全采摘，加工，包装，运输和配送全流程。流程。在家等候送货上门，或者到鲁能在在家等候送货上门，或者到鲁能在城市社区设置的有机农产品及食品城市社区设置的有机农产品及食品门店随意选购。门店随意选购。Provide full service from food picking,to processing,packing transporting and deliveryThe customer can wait for the delivery,or go to Luneng food chain stores in the city to buy the

34、product.Luneng residential owners will have the prioritized right to become members of the Direct Food Delivery System.Farm to Table Farm to Table Delivery System农场到餐桌直送系统计划五 新型农业计划之27Build up national network of marketing channels；Relying on internet technologies,and develop different cooperation m

35、ode with farmers,experts,and investment organizations.构建农产品全国渠道结构，建立发构建农产品全国渠道结构，建立发展合作伙伴；展合作伙伴；依托互联网技术，共享基地平台，依托互联网技术，共享基地平台，与农民，专家，投资机构等建立多与农民，专家，投资机构等建立多方合作模式。方合作模式。Channels&Cooperation渠道营销&共享经济计划五 新型农业计划之28Luneng Country Paradise actively corresponds to national policies to improve regional deve

36、lopment by providing:New agricultureImproving the environmentEnhancing countryside tourismDeveloping Hi-tech AgricultureGuaranteeing Food SafetyOffering Innovation&Entrepreneurship Programs in Villages积极呼应国家政策，承载区域综合发展模式：新型农业 提高区域环境质量 提升乡村旅游 发展高科技农业 保证食品安全 引领乡村创新和农产业孵化创业鲁能美丽乡村区域发展新引擎A newRegional En

37、gine29Covering the Nation模式复制，全国布局Locations throughout China10,000+x mu per location布局遍布全国布局遍布全国平均面积平均面积10000+x亩亩30One of Chinas most comprehensive Green Agriculture InitiativesCombines the best of Chinese Culture,Global Agricultural Science and Governmental Policy to lead the way in building a prem

38、ier Green Lifestyle.Integrated Agriculture and Lifestyle System Integrated Organic Food System from Farm to TableAgriculture Hi-Tech Business IncubatorA leading supporter for the United Nations Environmental Program(UNEP)China Division education programs complete with Government Certificate中国绿色农业模式先

39、行者中国绿色农业模式先行者将中国博大精深的文化内核，国际农业科学和政府政策相结合，将中国博大精深的文化内核，国际农业科学和政府政策相结合，引领打造一种具有领先意义的绿色生活方式引领打造一种具有领先意义的绿色生活方式整合农业和生活方式的方方面面整合农业和生活方式的方方面面整合有机食物体系整合有机食物体系从农场到餐桌从农场到餐桌农业高科技商业孵化器农业高科技商业孵化器获得政府认证的教育项目，联合国环境规划署的主要支持者获得政府认证的教育项目，联合国环境规划署的主要支持者National Benefits功在乡村，利在社会31鲁鲁能重庆江津领袖庄园项目能重庆江津领袖庄园项目Overall Progr

40、amming for Luneng COUNTRY PARADISE-Jiangjin,Chongqing32Overall Programming for Luneng COUNTRYP A R A D I S E-J i a n g j i n,C h o n g q i n g中国西南区域，直辖市重庆市内的江津区，地处长江流域要津位置。江津区位于长江中上游，在三峡库区尾端，是长江中上游重要的航运枢纽和物资集散地，也是川东地区的粮食产地、鱼米之乡。本项目占地50000亩，核心区（广萌区域）占5000余亩。项目地被渝泸高速、成渝铁路等多条交通线包围，距离重庆市区、江津城区均较近，项目用地内含

41、于江津现代农业园区。其中，核心区广萌片区已有部分规划。Location项目区位Jiangjin zone is located in Chongqing,the southwest of China.It is at the middle key area of Yangtze river,east 1054910638,north 28282928.It is called the production homeland.The project covers an area of 50000mu.The core area covers 5000mu.The site is located

42、in the middle of Yuhu highway and Chengyu railway which is near city center of Chongqing and Jiangjin.The site is included in Jiangjin modern agriculture park and part of core area has been planned.Existing Condition Analysis基地现状3项目定位与品牌策划35留守儿童Left-behind Children老年农业Elderly Agricultural滥用化肥Abuse o

43、f Fertilizer土壤板结Soil HardeningCountry Problems of China 中 国 乡 村 的 问 题Design Illustration设计说明鲁能重庆江津领秀庄园项目总占地约50000亩，核心区约4000亩。核心区是整体区域的先行区，也是重点策划产品的浓缩集合。入口接待和智能展示中心对外承接，保留改造百年民居为文化博物馆、商业餐饮和特色民宿，传承基地文脉。以优质梯田为中心，选择周边地形适宜、视角较好的区域，布局庄园样板产品。充分利用片区内高点插旗山，布局超豪华型庄园会所，增加片区识别性。在南部布局婚庆中心、农田游乐设施等小型主题体验项目，以达到带动农业

44、休闲娱乐、湿地养生运动、庄园社区三向延展的目的。Chongqing Jiangjin Luneng country paradise covers 50000mu and the core area is 4000mu.The core area is the launch area for the whole project.The reception center and smart exhibition center connect with outside.The culture museum,commercial catering and featured hotel are all

45、 based on the local culture.The best place is selected to do the manor sample.And different types of the manor are located based on the grades.Wedding center,farm entertainment facilities and experience programs are located to the south which achieves the goal of agriculture entertainment,wetland sp

46、orts and the manor communities.Master Plan总平面Core Area1Reception2Traditional Hotels3Cultural Museum4Hi-tech Agriculture Center5Club6Residential Sample7Terrace8Pasture9Restaurant10Wedding Center11Hi-tech Entertainment Farm12Greenhouse Tour TrainWetland Health Care Area33sports complex34football field

47、35emergency center36wetland37waterfront commercial38health center for the senior39Fishing base40Se-rich products restaurant41handcraft studio42honey studio43spirit cultural center44little pub45seasonal farmer marketCommunity13Residential GroupsServices&Logistics14Health Center15Commercial&Official A

48、rea16Education Center/Private School17Library18Food Producing Center19Delivery CenterAgriculturepark20climbing wall21slides22agriculture spining cup23small mountain roller coaster24paradise of insectsPasture25Feeding farm26milk producing studioWedding Area27mountain wedding church28wedding club29wat

49、erfront catering30balloon wedding31wedding inns32video studioWaterfront area69waterfront belt park70Sculpture park71docks72waterfront commercial73bicycle trackBase&camp46ropeway47Mountain bike lane48climbing49Sport field50jogging race51camp(tent,moter home)Agri-communication Area52art farm53music fa

50、rm54color vegetable farm55color fruits farm56catering57Commercial&hotels58smart greenhouse59agri-research center60Agri-communication center61handcraft studio62student agri-class63kitchen class64offical areaFeatured hotels65theatre&hotel66commercial67tour train station68Ecological hotel61423131313324