Exploring the New Path of Co-prosperity with the New Vision of Rural Management

In 2003, starting from the fact that the rural living environment is dirty and poor, and the rural infrastructure and public services are seriously lagging behind, Comrade Xi Jinping personally investigated, personally deployed, and personally promoted the "Ten Thousand Thousand Project" in Zhejiang, and used this as a leader to further promote society. New rural construction. Over the past 20 years, the "ten million project" has been guided by the spirit of "combining the renovation of villages with the management of villages" put forward by Comrade Xi Jinping. According to the actual situation of different stages of development, the "ten million project" has focused on "rural construction" to "rural construction and rural management", and has continuously improved the proportion and level of "rural management", so as to turn Zhejiang's ten million rural areas into beautiful villages, then burst out the strong vitality of the beautiful economy, creating a beautiful picture of "the future of thousands of villages and the common prosperity of thousands of villages.

　　Combining Village Renovation with Economic Development
Human beings need to achieve reconciliation with nature in the process of developing and utilizing nature. Marx believed that society is the essential unity of man and nature, the real resurrection of nature, the naturalism realized by man and the humanitarianism realized by nature. Therefore, the reconciliation between man and nature does not mean that human beings cannot develop and utilize nature, but human beings must create conditions for the sustainable development of nature while claiming natural resources, integrate nature protection into the development process of human history, and finally realize man and nature. Reconciliation. The concept of reconciliation between man and nature requires a balance between economic development and environmental protection in rural construction. In the process of industrialization after the reform and opening up, the rural areas of Zhejiang have seriously damaged the environment for a period of time, which has caused the opposition between man and nature to a certain extent. The "Ten Million Project" launched in 2003 started from environmental improvement, creating good conditions for reversing this situation. However, how to balance the relationship with economic development in environmental remediation, so as to promote the reconciliation between man and nature, is a process that needs to be continuously explored and deepened.
Rural management is the link to realize the balance between environmental improvement and economic development in the "ten million project. Rural management refers to the diversified business entities led by village collectives according to the requirements of rural functions on the rural environment, make full use of government support policies, use market economy methods, and conduct market operations on various rural resources through ecological industrialization and Industrial ecology and other ways, transform community public goods into market goods, and open up the transformation channel from "green water and green mountains" to "golden mountains and silver mountains. Through rural management, the achievements of environmental renovation and beautiful rural construction can be transformed into economic resources to promote economic development, while economic development creates good economic conditions for the maintenance and sustainable use of infrastructure in environmental renovation. it also provides financial guarantee for further construction, and finally realizes the virtuous circle of rural construction input and output, the improvement of rural functions, and the harmonious and sustainable development of rural society, economy and environment. In September 2003, when Comrade Xi Jinping inspected Wandi Village in Ningbo, he pointed out that it is necessary to combine village renovation with economic development, and find a new way to lead the countryside with cities, promote agriculture with industry, and integrate urban and rural development. Comrade Xi Jinping particularly emphasized the two combinations of the implementation of the "Ten Thousand Thousand Project", that is, "combining the renovation of villages with the management of villages, and combining the improvement of village appearance with the development of production and wealthy farmers". This far-sighted advocacy has become an important guiding ideology of Zhejiang's "Ten Thousand Thousand Project", turning the village renovation process into a process of developing and utilizing rural characteristic advantageous resources and developing characteristic industries, so that more villages have become full of vitality and A rich village with characteristic charm.

　　Beautiful Countryside Requirements for Rural Management
From the reform and opening up to the beginning of the 21st century, Zhejiang's economy has experienced rapid development for more than 20 years. The people's life has generally reached a well-off level, but it is still a low-level, incomplete and unbalanced well-off. The rural environment is very messy, showing a scene of "garbage by wind and sewage by evaporation"; rural roads, water and electricity and other infrastructure are backward, and the development of rural education, medical care, health, culture and other public utilities lags behind. Environmental improvement and beautiful rural construction became the most important tasks at that time, and the demand for rural management was not urgent. Comrade Xi Jinping clearly pointed out at the provincial rural work conference in January 2003 that in order to build a well-off society in an all-round way, basically realize modernization ahead of schedule, the task of increasing farmers' income is the most urgent, the task of developing modern agriculture is the most arduous, and the task of changing the face of rural areas is the most arduous. Therefore, the "ten million project" launched in 2003 starts with the improvement of rural human settlement environment with the elimination of garbage villages as the core, and promotes the extension, coverage and radiation of urban infrastructure, public services and modern civilization to rural areas.
Environmental improvement and beautiful rural construction have laid the foundation for rural management. With the continuous promotion of the "ten million project", the infrastructure and living environment in rural areas of Zhejiang have been fundamentally changed, becoming a beautiful home for farmers to live a happy life and a leisure and tourism paradise for citizens to yearn. Holiday self-driving to the countryside for leisure sightseeing and relaxation has gradually become a way of life that everyone pursues together. The "Ten Thousand Project" has created good conditions for rural management and construction of rich villages.
Environmental improvement and beautiful rural construction also put forward high requirements for rural management. In the implementation of the "Ten Million Project", governments at all levels have invested a lot of human, material and financial resources, and while the construction of beautiful villages has achieved remarkable results, how can we make the construction of beautiful villages sustainable and transform the achievements of beautiful rural construction into a beautiful economy? Through rural management, we can explore rural resources and activate multiple values, thus promoting a virtuous cycle of input and output. High-level rural management is the inevitable requirement of the "ten million project" and the construction of beautiful countryside after reaching a certain stage.

　　Rural operations power the beautiful countryside
In recent years, on the basis of great achievements in environmental improvement and beautiful rural construction, Zhejiang's rural management has shown a good momentum and continued to deepen.
One is the increasing diversity of business entities. In 2020, "strong village company" was officially written into the documents of Zhejiang provincial Party committee and provincial government. Up to now, 2278 strong village companies have been established in the whole province, which has brought diversified business entities. "Rural makers" have gradually become the mainstream. They have different identities. Some of them are designers, some are from universities, media and lawyers, and there are also "local sages" who have successfully started their own businesses abroad ". They not only bring teams, capital, and information, but also bring all kinds of imagination: using cultural creation, leisure, tourism, health preservation, sports, training, etc., to inject new strength into rural development.
Two is the continuous innovation of business model. All parts of the province have achieved fruitful results in exploring the business model. Yuhang District has activated the development potential of villages by recruiting rural professional managers. Lin 'an District has set up an operation company in cooperation with social capital to promote the scenic operation of villages. Shaoxing municipal government has carried out village-wide, systematic and multi-dimensional management by purchasing services. Jiaxing city has unified the village-level land use indicators and implemented "enclave group" development. Wentai area takes advantage of the developed private enterprises, innovative township sages to participate in the construction and operation of the village model ...... Each place shows its magic power, changing the traditional business model, opening up new ideas and accumulating new experience for rural management.
Third, the party building leads the development of the group. Under the guidance of party building, the countryside has integrated resources and developed in a more open and inclusive manner, giving full play to the effect of 1 1>2.
Four is the emergence of a large number of brand villages. Various places seize the core of branding, refine values, highlight individuality, and highlight images, such as the red tourist villages Chunan Xiajiang Village and Anji Yu Village; the characteristic industrial villages Yuhang Yongan Village and Shaoxing Tangli Village; the historical and cultural villages Pujiang Xinguang Village and Wuyi Tantou Village; the characteristic cultural villages Shangyu Jinsheng Village and Yuecheng Batou Mountain Village; A large number of brand villages with differentiated characteristics, such as Yuhang Xiaogu Village and Tiantai Houan Village, have had an important impact.
Through years of hard work, Zhejiang's rural operations have achieved good economic benefits and promoted the sound development of the village collective economy. Through the development of industries such as scenic spot management, property management and supporting services, administrative villages with a total annual income of less than 200000 yuan and an operating income of less than 100000 yuan have been completely eliminated, and administrative villages with an annual operating income of more than 500000 yuan account for more than 50%. The province's village-level collective total assets are 880 billion yuan, accounting for more than one tenth of the country. Economic development has also promoted a virtuous circle of input and output in rural renovation and construction, and provided a continuous driving force for the construction of beautiful villages.

　　High-level rural management promotes the construction of high-quality rich villages.
In the past 20 years, the province has invested 200 billion yuan in village renovation and beautiful rural construction. It has created 70 beautiful rural demonstration counties, 724 demonstration towns, 743 scenic lines, 2170 characteristic boutique villages, and more than 300 beautiful courtyards. The Zhejiang beautiful garden of "one house, one scene, one village, one painting, one line, one scenery, one county, one brand" has been formed, and great achievements have been made in rural construction. Entering a new stage, we need to continue to open up the transformation channel of "green water and green mountains are golden mountains and silver mountains", turn "ecological dividends" into "people's livelihood welfare", and promote the construction of high-quality "rich villages" with high-level "rural management". To further enhance farmers' sense of gain, happiness, and pride.
First, we must unify our thinking and enhance our understanding. Rural management is a professional operation mode of village socialization service and village collective economic and industrial development. It plays a role in rural construction and development. Therefore, we should further improve our understanding, attach great importance to rural management, organize relevant departments to strengthen investigation and research, and mobilize the formation of a good atmosphere of rural management in the whole society through publicity.
Second, we must innovate policies and form a system. Actively create conditions and introduce a series of support policies; give better play to the role of government construction funds, increase indicators to measure the cultivation and development of business formats in the performance evaluation system for the use of government funds, so that early construction and later operation can be closely integrated; speed up the formulation of local standards for rural operation, and standardize and guide rural operation.
Third, we must attract talents and strengthen support. Rural management talents must not only have organizational management and communication coordination, resource analysis and integration, product marketing and brand planning, industrial planning and business investment, capital operation management, construction project management, new media and e-commerce operations, digital rural construction management, etc. Knowledge and ability, and the feelings of understanding agriculture, loving the countryside, and loving farmers. Therefore, it is necessary to integrate the resources scattered in various departments such as agriculture and rural areas, cultural tourism, personnel and labor, and form a unique system in the compilation of teaching materials, teacher construction, method innovation, and acceptance of results; combined with the "green collar" talent training platform, Vigorously cultivate rural management talents; guide university graduates, rural talents, entrepreneurs and other rural talents to the field of rural management to do their best, show their talents, and show their talents; we will improve the incentive mechanism for talents to serve the countryside and the evaluation system for rural management talents, so as to provide conditions for talent officers to start their own businesses.
Fourth, we should promote brand management and digital empowerment. It is necessary to introduce professional institutions, excavate local culture, systematically formulate brand management plans, carry out personalized and differentiated positioning on villages and towns (streets), groups and key villages, carry out packaging, promotion and dissemination in an orderly manner, avoid duplication and lead innovation, and finally form a scientific brand matrix between counties and towns, groups and villages, forming a business pattern with distinctive characteristics and mutual empowerment; through data analysis and digital mining, a four-in-one intelligent platform of governance, service, industry and operation is created to realize data co-construction and sharing.

[Writer: Qian Wenrong, Special Researcher, Dean of China Rural Development Research Institute, Zhejiang University]]