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<p><video width="100%" height="580" controls="controls"><source src="http://mpvideo.qpic.cn/0b785yaaiaaar4ahtxcmdfpvb3wdatxaabaa.f10003.mp4?dis_k=051103b68bf5129538672e91142b454a&dis_t=1600369933" type="video/mp4"></source></video></p><section style="box-sizing: border-box;font-size: 16px;"><section style="transform: translate3d(0px, 0px, 0px);text-align: justify;box-sizing: border-box;line-height: 2em;"><section style="display: inline-block;width: 100%;vertical-align: top;overflow-y: auto;height: 240px;padding: 10px;background-color: rgb(243, 243, 243);box-sizing: border-box;"><section style="overflow-x: hidden;box-sizing: border-box;"><section style="margin-right: 0%;margin-bottom: 5px;margin-left: 0%;box-sizing: border-box;" powered-by="gulangu"><section style="font-size: 14px;color: rgb(54, 49, 49);text-align: left;line-height: 1.8;box-sizing: border-box;"><p style="text-indent: 2em;box-sizing: border-box;"><span style="font-size: 15px;">大家好，我是南京大学申明锐，近期一直做一些东部沿海地区乡村规划与研究方面的工作，也是本期《》杂志“从乡村建设到乡村运营” 的作者。在自然科学基金的支持下，最近我的研究重点从过去关注乡村项目之下的规划作用与治理变化逐渐过渡到可持续发展导向下的乡村管理运营方面。非常高兴借助杂志的微信平台通过视频的方式呈现这篇文章的写作背景和思路。</span></p><section style="text-indent: 2em;box-sizing: border-box;margin-top: 10px;"><span style="font-size: 15px;">近年来，大都市近郊乡村主动对接城市消费市场，观光休闲、餐饮民宿等活动越来越受到都市人的欢迎，乡村出现了从过去人居聚落的单一功能向“文旅化”、“商品化”转型的倾向。这一现象背后，政府的财政投入对于基础设施的改造、乡村硬件环境的改善功不可没。通过多轮诸如“人居环境改善”、“美丽乡村”等乡村规划建设全覆盖，大量挟裹着各级财政资金的政府项目落地乡村，为乡村带来了大量资产的增值沉淀。与此同时，新的管理问题也逐渐显现——如何盘活这些政府财政投入带来的乡村资产，实现保值增值？如何提升乡村的人气，带来可持续的人流、物流和资金流？如果说城市的运维可以理解成依托财税体系的城市公共管理，那么在乡村，目前还没有一个合理的“商业模式”去支撑这些乡村的可持续发展，让项目资产产生可持续的现金流。因此，我们的总体判断是，中国大都市近郊乡村的发展振兴，亟需从当前片面追求物质环境建设的1.0版本转向强调运营维护的2.0时代。</span></section><section style="text-indent: 2em;box-sizing: border-box;margin-top: 10px;"><span style="font-size: 15px;">这篇文章以南京市江宁区苏家作为案例，深入剖析了市场化运营主体进入该村庄后，在品牌营销、新业态开发、环境管控等方面所做的工作，揭示了以盈利为目的的企业行为在乡村运营中存在的风险和困境。苏家并不是孤例，在“政府项目市场托管”中具备充分的典型性。中国乡村特有的村社集体产权制度，让在国有自然资源领域运作成熟的“资产-资本-现金流”模式出现了“肠梗阻”；对于近郊文旅乡村而言，迫切需要在乡村规划实践中探索出一套可变现的“商业模式”：这一商业模式既能够充分对接城市市场，又能够让原村民作为用益物权的所有人实现利益共享；既要合理地利用好市场主体的专业化力量，又要有效地避免其寻租行为。这一模式需要我们在规划实践中进一步探索。</span></section><p style="text-indent: 2em;box-sizing: border-box;margin-top: 10px;"><span style="font-size: 15px;">以上就是我与大家的分享。大家如果感兴趣，可以进一步阅读视频下方的原文，谢谢！</span></p></section></section></section></section></section></section><p><br  /></p><section style="box-sizing: border-box;font-size: 16px;"><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;vertical-align: top;width: 45%;box-sizing: border-box;"><section style="margin: 22px 0% 8px;box-sizing: border-box;" powered-by="gulangu"><section style="border-top: 1px dashed rgb(185, 167, 121);box-sizing: border-box;line-height: 0;"><section style="line-height: 0;width:0;"><svg viewbox="0 0 1 1" style="vertical-align:top;"></svg></section></section></section></section><section style="display: inline-block;vertical-align: top;width: 10%;box-shadow: rgb(0, 0, 0) 0px 0px 0px;box-sizing: border-box;"><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;width: 60%;box-sizing: border-box;"><img data-ratio="1" src="http://mmbiz.qpic.cn/mmbiz_jpg/SdNVtxmtcRhNyS891BdxYSj9MDm0N0DGbHetIXGEmcWFiao10PxSrHnE9dRAibppd5ysoCdX6Ta0AygasdxZHL7w/640?wx_fmt=jpeg" data-type="jpeg" data-w="132" style="vertical-align: middle;width: 100%;box-sizing: border-box;"  /></section></section></section><section style="display: inline-block;vertical-align: top;width: 45%;box-sizing: border-box;"><section style="margin: 22px 0% 8px;box-sizing: border-box;" powered-by="gulangu"><section style="border-top: 1px dashed rgb(185, 167, 121);box-sizing: border-box;line-height: 0;"><section style="line-height: 0;width:0;"><svg viewbox="0 0 1 1" style="vertical-align:top;"></svg></section></section></section></section></section></section><p style="margin-top: 15px;margin-right: 8px;margin-left: 8px;max-width: 100%;min-height: 1em;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;box-sizing: border-box !important;overflow-wrap: break-word !important;">【文章编号】1002-1329 (2020)07-0009-09</span></p><section style="margin-right: 8px;margin-left: 8px;max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;min-height: 1em;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;box-sizing: border-box !important;overflow-wrap: break-word !important;">【中图分类号】TU981-01</span></section><section style="margin-right: 8px;margin-left: 8px;max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;min-height: 1em;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;letter-spacing: 0.544px;box-sizing: border-box !important;overflow-wrap: break-word !important;">【文献标识码】A</span></section><section style="margin-right: 8px;margin-left: 8px;max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;min-height: 1em;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;letter-spacing: 0.544px;box-sizing: border-box !important;overflow-wrap: break-word !important;">【doi】10.11819/cpr20200703a</span><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"  /></section><section style="margin-right: 8px;margin-left: 8px;max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;min-height: 1em;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;box-sizing: border-box !important;overflow-wrap: break-word !important;">【作者简介】</span></section><section style="margin-right: 8px;margin-bottom: 5px;margin-left: 8px;max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);line-height: 1.5em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"></strong></section><section style="margin-left: 8px;margin-right: 8px;"><strong><span style="font-size: 14px;">申明锐</span></strong><span style="font-size: 14px;"> (1988-)，男，博士，南京大学建筑与学院副研究员。</span></section><p style="margin-right: 8px;margin-bottom: 5px;margin-left: 8px;max-width: 100%;min-height: 1em;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;box-sizing: border-box !important;overflow-wrap: break-word !important;">* 国家自然科学基金项目“治理结构视角下乡村公共产品供给和规划策略研究”(51808280)。</span></p><section style="margin-right: 8px;margin-bottom: 20px;margin-left: 8px;max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;min-height: 1em;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;">本文刊载于《》杂志2020年第7期。</span></strong></span></section><section style="max-width: 100%;box-sizing: border-box;letter-spacing: 0.544px;white-space: normal;font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;background-color: rgb(255, 255, 255);font-size: 16px;overflow-wrap: break-word !important;"><section powered-by="gulangu" style="max-width: 100%;box-sizing: border-box;transform: rotate(0deg);overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="padding: 10px;max-width: 100%;box-sizing: border-box;display: inline-block;width: 677px;border-width: 1px;border-style: solid;border-color: rgb(192, 200, 209);box-shadow: rgb(170, 170, 170) 0px 0px 10px;overflow-wrap: break-word !important;"><section powered-by="gulangu" style="max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="padding: 0.1em 0.1em 0em;max-width: 100%;letter-spacing: 0.544px;display: inline-block;background: rgb(214, 0, 74);text-align: center;box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="padding: 0.5em 0.8em;max-width: 100%;color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><p style="max-width: 100%;min-height: 1em;box-sizing: border-box !important;overflow-wrap: break-word !important;">精彩导读</p></section></section></section><section style="margin-top: -1em;margin-right: auto;margin-left: auto;padding: 1em 0.5em;max-width: 100%;font-size: 1em;letter-spacing: 0.544px;width: auto;height: auto;overflow: hidden;border-top: 0.1em dashed rgb(214, 0, 74);line-height: 1.4em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><p style="max-width: 100%;min-height: 1em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"  /></p><section style="margin-right: 8px;margin-bottom: 15px;margin-left: 8px;max-width: 100%;min-height: 1em;line-height: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;letter-spacing: 0.544px;box-sizing: border-box !important;overflow-wrap: break-word !important;">【摘要】</span>中国大都市近郊乡村的发展振兴，亟需从当前片面追求物质环境建设的1.0版本转向强调运营维护的2.0时代。物质建设时期大量财政性项目进入乡村，形成了可观的乡村资产；乡村运营时代如何把这些项目“资产”转化成能够为乡村可持续发展提供收益的“现金流”，是城郊融合类乡村振兴中的难题。本文以南京市江宁区苏家作为典型案例进行分析，深入剖析了市场化运营主体进入该村庄后，在品牌营销、新业态开发、村庄环境管控等方面所做的工作，揭示了以盈利为目的的企业行为在乡村运营中存在的风险和困境。认为，中国乡村特有的村社集体产权制度，让在国有自然资源领域运作成熟的“资产-资本-现金流”模式出现了“肠梗阻”；对于近郊文旅乡村而言，迫切需要在乡村规划实践中探索出一套可变现的“商业模式”：这一商业模式既能够充分对接城市市场，又能够让原村民作为用益物权的所有人实现利益共享；既要合理地利用好市场主体的专业化力量，又要有效地避免其寻租行为。</section><section style="margin-right: 8px;margin-bottom: 25px;margin-left: 8px;max-width: 100%;line-height: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;">【关键词】<span style="max-width: 100%;color: rgb(0, 0, 0);font-family: -webkit-standard;font-size: medium;text-align: start;text-size-adjust: auto;">乡村振兴；商业模式；资产；现金流；资本下乡</span></span></section><p style="margin-left: 8px;margin-right: 8px;line-height: 2em;text-align: left;"><strong><span style="font-size: 16px;">FROM RURAL CONSTRUCTION TO RURAL OPERATION: BENEFIT AND DILEMMA OF THE MARKET-ORIENTED SERVICE PROVISION IN CHINA’S RURAL REVITALIZATION</span></strong></p><p style="margin-left: 8px;margin-right: 8px;line-height: 2em;"><strong><span style="font-size: 16px;"><br  /></span></strong></p><p style="margin-right: 8px;margin-bottom: 15px;margin-left: 8px;max-width: 100%;min-height: 1em;text-align: left;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;letter-spacing: -0.1pt;font-size: 14px;color: rgb(217, 33, 66);box-sizing: border-box !important;overflow-wrap: break-word !important;">ABSTRACT：</span><span style="max-width: 100%;font-size: 14px;box-sizing: border-box !important;overflow-wrap: break-word !important;">The development and revitalization of rural areas in the suburbs of Chinese metropolises urgently need to shift from the current 1.0 version that focuses on one-sided pursuits for physical environment construction to the 2.0 version that emphasizes operation and maintenance. During the physical construction period, a large number of state-led projects entered the countryside and formed considerable rural assets. In the era of rural operation, how to transform these project “assets” into “cash flows” that can provide benefits for sustainable rural development is a puzzle in the process of integrating urban and rural development. Taking Sujia in Jiangning District, Nanjing City as a typical case, this article conducts an in-depth analysis of the work done by market-oriented operators in brand marketing, new industrial form development, and village environment renovation, and reveals benefits and dilemmas for profit-seeking business behavior in rural operations. This article argues that the operation of the mature “asset-capital-cash flow” model that successfully runs in the field of state-owned natural resources fails in the collective property ownership system that is unique to rural China. For the commodified suburban villages, it is urgently necessary to explore a set of realizable “business models” in rural planning practice. This business model can not only fully connect the urban market, but also enable the original villagers to realize the benefit sharing as usufruct owners. It is necessary to make good use of the professional power of market entities and to effectively avoid their rent-seeking behavior at the same time.</span></p><p style="margin-right: 8px;margin-left: 8px;max-width: 100%;min-height: 1em;line-height: 1.75em;text-align: left;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;letter-spacing: -0.1pt;font-size: 14px;color: rgb(217, 33, 66);box-sizing: border-box !important;overflow-wrap: break-word !important;">KEYWORDS：</span><span style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;font-size: 14px;box-sizing: border-box !important;overflow-wrap: break-word !important;">rural revitalization; business model; asset; cash flow; capital going down to countryside</span></p></section></section></section></section></section></section><section style="max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"  /></section><section style="max-width: 100%;box-sizing: border-box;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);font-size: 16px;overflow-wrap: break-word !important;"><section style="margin-right: 8px;margin-left: 8px;max-width: 100%;box-sizing: border-box;overflow: hidden;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box;border-bottom: 1px solid rgb(192, 21, 21);display: inline-block;overflow-wrap: break-word !important;"><section style="padding-right: 0.2em;padding-left: 0.2em;max-width: 100%;box-sizing: border-box;display: inline-block;line-height: 1.3;font-size: 22px;color: rgb(255, 255, 255);background-color: rgb(192, 21, 21);overflow-wrap: break-word !important;"><p style="max-width: 100%;box-sizing: border-box;min-height: 1em;overflow-wrap: break-word !important;">1</p></section><section style="padding-right: 0.5em;padding-left: 0.5em;max-width: 100%;box-sizing: border-box;display: inline-block;overflow-wrap: break-word !important;"><p style="max-width: 100%;box-sizing: border-box;min-height: 1em;text-indent: 0em;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 17px;box-sizing: border-box !important;overflow-wrap: break-word !important;"> 引言</span></strong></p></section></section></section></section><section style="text-indent: 2em;margin: 15px 8px 10px;line-height: 2em;"><span style="font-size: 16px;">规划界有一句大家耳熟能详的经验之谈——“三分规划，七分管理”。一个“好的”规划(plan)最终能够形成“好的”人居环境(human habitat)，除了有精巧的战略构思、合理的空间布局、精准的施工落地，还需要有高质量、可持续的运营维护——如此，才是完整的人居环境“全产业链”。高质量的运营维护，放在当前新建环境普遍减速、国土空间规划改革的背景下，显得至关重要[1]。这也是近些年来，国内工程咨询界不断引进西方工程管理领域BOT、EPC等一体化理念的原因。</span></section><p style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 10px;"><span style="font-size: 16px;">近年来，大都市近郊乡村主动对接城市消费市场，观光休闲、餐饮民宿等活动越来越受到都市人的欢迎，乡村出现了从过去人居聚落的单一功能向“文旅化”、“商品化”转型的倾向[2]。这一现象背后，政府的财政投入对于基础设施的改造、乡村硬件环境的改善功不可没。通过多轮诸如“人居环境改善”、“美丽乡村”等乡村规划建设全覆盖[3-4]，大量挟裹着各级财政资金的政府项目落地乡村，为乡村带来了大量资产的增值沉淀。与此同时，新的管理问题也逐渐显现——如何盘活这些政府财政投入带来的乡村资产，实现保值增值？如何提升乡村的人气，带来可持续的人流、物流和资金流？如果说城市的运维可以理解成依托财税体系的城市公共管理，那么在乡村，目前还没有一个合理的“商业模式”去支撑这些乡村资产的可持续发展，让项目资产产生可持续的现金流。一种既满足于资本增值欲望、符合政府政策诉求，又保障农民利益的“商业模式”的构建，是中国乡村振兴战略中这类“城郊融合类”村庄①真正走向繁荣的难点。</span></p><p style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 10px;"><span style="font-size: 16px;">本文选取南京市江宁区苏家作为典型案例进行分析，深入剖析了该村庄在市场化运营主体进入前政府的准备工作，以及随后的企业托管过程中在品牌营销、新业态开发、村庄环境管控上的商业逻辑；探讨了以盈利为目的的企业行为在乡村管理中所体现的成效和困境，并从集体资产管理、乡村规划、市场化运营等角度提出了相应的政策建议。</span></p><p><br  /></p><section style="white-space: normal;max-width: 100%;box-sizing: border-box;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;background-color: rgb(255, 255, 255);font-size: 16px;overflow-wrap: break-word !important;"><section style="margin-right: 8px;margin-left: 8px;max-width: 100%;box-sizing: border-box;overflow: hidden;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box;border-bottom: 1px solid rgb(192, 21, 21);display: inline-block;overflow-wrap: break-word !important;"><section style="padding-right: 0.2em;padding-left: 0.2em;max-width: 100%;box-sizing: border-box;display: inline-block;line-height: 1.3;font-size: 22px;color: rgb(255, 255, 255);background-color: rgb(192, 21, 21);overflow-wrap: break-word !important;"><p style="max-width: 100%;box-sizing: border-box;min-height: 1em;overflow-wrap: break-word !important;">2</p></section><section style="padding-right: 0.5em;padding-left: 0.5em;max-width: 100%;box-sizing: border-box;display: inline-block;overflow-wrap: break-word !important;"><p style="max-width: 100%;box-sizing: border-box;min-height: 1em;text-indent: 0em;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 17px;box-sizing: border-box !important;overflow-wrap: break-word !important;"> 政府项目下的集体资产沉淀</span></strong></p></section></section></section></section><section style="text-indent: 2em;margin: 15px 8px 10px;line-height: 2em;"><span style="font-size: 16px;">近年来，江苏省、南京市在各自层面落实中央乡村振兴战略精神，开展了一系列的乡村建设项目，例如“美丽乡村”(2013年)、“特色田园乡村建设”(2017年)、“村庄人居环境整治”(2019年)等。在这些项目的背后，省、市、县乃至街镇层面都投入了大量的财政资金，取得了显著的社会经济效应[5-6]。政府主导的乡村项目的落实开展，均会选取一些基础条件较好的村庄，开展先行先试的“示范”工作。地方政府在示范村中除了完成中央要求的解决环境卫生设施短板等基础性“打底”工作外，往往还自加压力，围绕着“形态美、生产美、生活美、生态美、乡风美”的“五美”要求，对城市近郊有休闲观光潜力的村庄进行重点规划设计与景观营造。本文选择的案例苏家便是其中一个“示范”村庄。</span></section><section style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 15px;"><span style="font-size: 16px;">苏家是隶属于南京市江宁区秣陵街道元山社区的一个自然村，原名西毗苏村，距离南京市区1个小时的车程，是典型的城乡融合型村庄。村落东西北三面环山，白鹭湖作为东侧山头上水库的延伸，在村庄南侧形成了舒朗的开放空间(图1、图2)。苏家建设用地约30亩，30多户村民的房子散落在坡地中，聚落周边融合了低山、丘陵、岗地、湖泊等类型丰富的微地貌，其密林环绕、山水拼贴的环境非常适合近郊文创旅游型村庄的打造[7]。苏家从一个单纯乡村聚落向都市休闲村庄的转型过程，可以非常清晰地被划分为前期的政府项目投入和后期的企业托管运营两个阶段。 </span></section><p style="margin-left: 8px;margin-right: 8px;line-height: normal;"><img class="rich_pages" data-ratio="0.7058201058201058" data-s="300,640" src="http://mmbiz.qpic.cn/mmbiz_jpg/SdNVtxmtcRhNyS891BdxYSj9MDm0N0DGXr9jsE6oFAk0LeTfSg95EmLyLcecbgjFTsRSEeq4g43icnU3T2CJeNg/640?wx_fmt=jpeg" data-type="jpeg" data-w="945" style=""  /></p><p style="max-width: 100%;min-height: 1em;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;color: rgb(214, 0, 74);box-sizing: border-box !important;overflow-wrap: break-word !important;">▲</span><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;"> 图1  </span></strong><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;">苏家村庄的入口</span></strong></p><p style="max-width: 100%;min-height: 1em;letter-spacing: 0.544px;white-space: normal;font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;margin-bottom: 15px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;color: rgb(136, 136, 136);box-sizing: border-box !important;overflow-wrap: break-word !important;">Fig.</span><span style="max-width: 100%;font-size: 14px;color: rgb(136, 136, 136);box-sizing: border-box !important;overflow-wrap: break-word !important;">1 Entrance to Sujia Village</span></p><p style="margin-left: 8px;margin-right: 8px;line-height: normal;"><img class="rich_pages" data-ratio="0.6825396825396826" data-s="300,640" src="http://mmbiz.qpic.cn/mmbiz_jpg/SdNVtxmtcRhNyS891BdxYSj9MDm0N0DGG2zIt5Q83EHKQ1UzSjj2tcJwomBhCxLKj6mPnHfqib4uxeUYlymWk4w/640?wx_fmt=jpeg" data-type="jpeg" data-w="945" style=""  /></p><p style="max-width: 100%;min-height: 1em;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;color: rgb(214, 0, 74);box-sizing: border-box !important;overflow-wrap: break-word !important;">▲</span><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;"> 图2  </span></strong><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;">苏家一处民宿的网红打卡点将游泳池、白鹭湖、低山丘陵连成一片</span></strong></p><p style="max-width: 100%;min-height: 1em;letter-spacing: 0.544px;white-space: normal;font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;color: rgb(136, 136, 136);box-sizing: border-box !important;overflow-wrap: break-word !important;">Fig.</span><span style="max-width: 100%;font-size: 14px;color: rgb(136, 136, 136);box-sizing: border-box !important;overflow-wrap: break-word !important;">2 A popular scene connecting swimming pool, Bailu Lake, and hills at a homestay in Sujia</span></p><p><br  /></p><p style="margin-left: 8px;margin-right: 8px;line-height: 2em;text-indent: 0em;margin-bottom: 5px;"><span style="font-size: 16px;"><strong style="max-width: 100%;letter-spacing: 0.544px;text-indent: 0em;white-space: normal;font-size: 16px;font-family: 微软雅黑;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(217, 33, 66);box-sizing: border-box !important;overflow-wrap: break-word !important;">2.1  村庄搬迁与集体虚置</span></strong><strong style="max-width: 100%;letter-spacing: 0.544px;text-indent: 0em;white-space: normal;font-size: 16px;font-family: 微软雅黑;box-sizing: border-box !important;overflow-wrap: break-word !important;"></strong></span></p><p style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 10px;"><span style="font-size: 16px;">村民整体“搬迁”是江宁区西部示范村打造在前期阶段的通行做法。搬迁只针对村民宅基地及其上的农房进行，农民的承包田和农民身份依然保留②[8]。政府动员农民放弃原有村落的宅基地，搬迁到街镇附近的“复建房”居住，置换得来的复建房两证俱全，产权性质跟城镇住房一样，按照政策5年后还可以上市买卖，因此农民对此的积极性是比较高的③。相比于只有重大项目落地乡村才能进行的“拆迁”，搬迁不需要国有用地的指标，因为涉及少部分土地的复垦，反而能够腾挪出一些建设用地，给了基层政府更大的操作空间。</span></p><p style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 10px;"><span style="font-size: 16px;">因此在市场化的运营主体来托管苏家之前，该村庄已经在秣陵街道的主导下，完成了30多户村民的搬迁工作。如同城市中的开发项目，企业接手的苏家是政府已经完成了前期“七通一平”的“熟地”，企业无需与村民散户打交道，直接与秣陵街道签订下了整个村庄20年的经营管理权限。</span></p><section style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 20px;"><span style="font-size: 16px;">街镇层级的政府是示范村庄打造的责任主体和操作主体，南京市和江宁区政府也创造性地将部分发展权下放到街镇，给予其一定的土地指标和必要的政策引导，给街镇提供部分财政资金支持乃至建构统一的政府融资平台。在区、街镇两级持股下，形成了面向村庄搬迁、建设的独立实施主体(图3)。发展权的下移使得街镇有了充足的运作空间和积极性。据调查，包括房屋安置、苗木赔偿等在内，江宁区村庄宅基地的搬迁成本大概在1300万～1400万元/亩，光苏家单个自然村的搬迁，区、街道政府及其企业平台就投入了近2亿元的成本。村民搬迁后，原宅基地及其上的房屋被街道统一“收储”起来，成为名义上的“集体”资产，全部进入街道的集体资产经营办公室统一管理，而传统意义上的集体资产主体——村社层级完全没有声音④。街镇代为管理，大大降低了后续接手的经营主体面向村民个体的沟通协调成本，使得项目运营效率大大提升。政府层面不惜成本的重金打造，极大地提升了“集体”意义上的资产总额，使得街镇单元内的优质商户资源、乡村能人能够高效集中，以租赁用房的方式进入到政府着力打造的示范乡村进行经营。但也应当客观地认识到，搬迁村庄虽然保留了原有的村庄空间肌理，但是其内在的村庄治理形式已经完全转变了。农民的抽离使得村庄完全由街镇“发展型”政府的意志所定义，失去了村社共同体的集体意义。</span></section><p style="text-align: center;margin-left: 8px;margin-right: 8px;line-height: normal;"><img class="rich_pages" data-ratio="0.6672311600338696" data-s="300,640" src="http://mmbiz.qpic.cn/mmbiz_jpg/SdNVtxmtcRhNyS891BdxYSj9MDm0N0DGcFdRMOTiceSQEFFmQ3WbgTwWV966O1HGL4XXS8v8l5WyJlz4wiavFIlw/640?wx_fmt=jpeg" data-type="jpeg" data-w="1181" style=""  /></p><p style="max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;min-height: 1em;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;color: rgb(214, 0, 74);box-sizing: border-box !important;overflow-wrap: break-word !important;">▲</span><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;"> 图3  </span></strong><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;">秣陵街道层面的集体资产管理和建设平台</span></strong></p><p style="max-width: 100%;letter-spacing: 0.544px;white-space: normal;min-height: 1em;font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;color: rgb(136, 136, 136);box-sizing: border-box !important;overflow-wrap: break-word !important;">Fig.3 Collective asset management and construction platform of Moling Sub-district</span></p><p style="margin-bottom: 15px;max-width: 100%;min-height: 1em;letter-spacing: 0.544px;white-space: normal;font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(136, 136, 136);font-family: "Helvetica Neue", Helvetica, "Hiragino Sans GB", "Microsoft YaHei", Arial, sans-serif;font-size: 14px;letter-spacing: 0.544px;box-sizing: border-box !important;overflow-wrap: break-word !important;"></span><span style="max-width: 100%;color: rgb(136, 136, 136);font-family: "Helvetica Neue", Helvetica, "Hiragino Sans GB", "Microsoft YaHei", Arial, sans-serif;font-size: 14px;letter-spacing: 0.544px;box-sizing: border-box !important;overflow-wrap: break-word !important;">资料来源：数据来自https://www.tianyancha.com/。</span></p><p style="margin-left: 8px;margin-right: 8px;line-height: 2em;text-indent: 0em;margin-bottom: 5px;"><span style="font-size: 16px;"><strong style="max-width: 100%;letter-spacing: 0.544px;text-indent: 0em;white-space: normal;font-size: 16px;font-family: 微软雅黑;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(217, 33, 66);box-sizing: border-box !important;overflow-wrap: break-word !important;">2.2  市场化运营的引入</span></strong></span><br  /></p><p style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 10px;"><span style="font-size: 16px;">政府项目的运行逻辑使得该体制精于短时间内的乡村建设，而短于长线程的运营管理[9]。实践中往往完成了前一个示范村的工作，就需要快速总结经验，复制到后一个示范村当中，以做到村庄全覆盖。由于专业队伍、运营成本等方面的考虑，秣陵街道在2016年完成了苏家的整体搬迁、道路水系等外围工作后，就一直在寻求一个企业来承担这个村庄接下来的运营工作。乡伴公司的到来也让苏家成为了江宁区域第一个吃螃蟹的村庄。在政府打造的其他村庄或由国企一手包办(例如湖熟街道的钱家渡)、或由街道零散招商(例如谷里街道的徐家院)的情况下，苏家开始尝试以私营企业作为村庄的服务商整体托管的模式——对外推广村庄赢得客流消费，对内衔接起政府和商户的诉求。</span></p><p style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 10px;"><span style="font-size: 16px;">乡伴公司总部位于上海，进入苏家前，已经在浙江、昆山等多个村庄有整体运营的经验。其企业定位于“国内精品乡建的全程服务商，能够与政府合作，实现设计、建设、运管的一体化服务”。苏家成为其公司发展核心业务“理想村”的项目之一，该系列围绕“田园综合体”概念，定位于“城市近郊乡村的设计多样化的高交互文旅社区”。</span></p><section style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 15px;"><span style="font-size: 16px;">秣陵街道与乡伴公司的协议涉及整个村庄20年的经营管理权限。二者在空间权责上有明确的界限。政府的配套设施在“小红线以外，大红线以内”。实际上，在完成“留房不留人”的搬迁之后，秣陵街道通过申请市、区两级的专项资金，又在道路疏通、小流域整治方面先后投入了近2000万元。在小红线以内，即用地红线内的部分，乡伴公司来负责打造，其会根据商户的具体要求，整合一些原先零散的房屋，使得宅基地归并形成院落，并完成院落内简单的装修。整个村落以“星星理想村”为主题，精准地找到了南京市区家庭缺乏运营成熟、活动丰富的周末郊野亲子空间的市场空隙，通过网络平台的营销，组织在村庄内开展线下体验交流活动，成为了南京周边小有名气的乡野生活去处(图4、图5)。从2018年开园陆续有民宿入住以来，苏家每周吸引游客保持在2万～3万人左右，相比于南京众多纯政府行为的美丽乡村，更受到消费者的青睐。</span></section><p style="margin-left: 8px;margin-right: 8px;line-height: normal;"><img class="rich_pages" data-ratio="0.7502116850127011" data-s="300,640" src="http://mmbiz.qpic.cn/mmbiz_jpg/SdNVtxmtcRhNyS891BdxYSj9MDm0N0DGyyX3duxgp5zeud9IEUCVd3L8AIicr2mFRRqCpp7n0wAHP8ZB7oSfW3A/640?wx_fmt=jpeg" data-type="jpeg" data-w="1181" style=""  /></p><p style="white-space: normal;max-width: 100%;min-height: 1em;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;color: rgb(214, 0, 74);box-sizing: border-box !important;overflow-wrap: break-word !important;">▲</span><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;"> 图4  </span></strong><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;">周末公共空间的亲子活动很受都市人的欢迎</span></strong></p><p style="white-space: normal;max-width: 100%;min-height: 1em;letter-spacing: 0.544px;font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;margin-bottom: 15px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;color: rgb(136, 136, 136);box-sizing: border-box !important;overflow-wrap: break-word !important;">Fig.</span><span style="max-width: 100%;font-size: 14px;color: rgb(136, 136, 136);box-sizing: border-box !important;overflow-wrap: break-word !important;">4 Parent-child activities at the public spaces on weekends that are popular among urbanite</span></p><p style="margin-left: 8px;margin-right: 8px;line-height: normal;"><img class="rich_pages" data-ratio="0.7502645502645503" data-s="300,640" src="http://mmbiz.qpic.cn/mmbiz_jpg/SdNVtxmtcRhNyS891BdxYSj9MDm0N0DGDxrrPpxYBt6wPic3JxlL4y65B0ZhLAVzQLjjm44nSFGrzQErL4RYX2Q/640?wx_fmt=jpeg" data-type="jpeg" data-w="945" style=""  /></p><p style="white-space: normal;max-width: 100%;min-height: 1em;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;color: rgb(214, 0, 74);box-sizing: border-box !important;overflow-wrap: break-word !important;">▲</span><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;"> 图5  </span></strong><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;">星空阶梯作为运营商打造的公共空间，串联起坡地上的各家民宿</span></strong></p><section style="white-space: normal;max-width: 100%;min-height: 1em;letter-spacing: 0.544px;font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;margin-bottom: 10px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;color: rgb(136, 136, 136);box-sizing: border-box !important;overflow-wrap: break-word !important;">Fig.</span><span style="max-width: 100%;font-size: 14px;color: rgb(136, 136, 136);box-sizing: border-box !important;overflow-wrap: break-word !important;">5 The starry sky staircase created as a public space connects various homestays on the hillside</span></section><p><br  /></p><section style="white-space: normal;max-width: 100%;box-sizing: border-box;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;background-color: rgb(255, 255, 255);font-size: 16px;overflow-wrap: break-word !important;"><section style="margin-right: 8px;margin-left: 8px;max-width: 100%;box-sizing: border-box;overflow: hidden;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box;border-bottom: 1px solid rgb(192, 21, 21);display: inline-block;overflow-wrap: break-word !important;"><section style="padding-right: 0.2em;padding-left: 0.2em;max-width: 100%;box-sizing: border-box;display: inline-block;line-height: 1.3;font-size: 22px;color: rgb(255, 255, 255);background-color: rgb(192, 21, 21);overflow-wrap: break-word !important;"><p style="max-width: 100%;box-sizing: border-box;min-height: 1em;overflow-wrap: break-word !important;">3</p></section><section style="padding-right: 0.5em;padding-left: 0.5em;max-width: 100%;box-sizing: border-box;display: inline-block;overflow-wrap: break-word !important;"><p style="max-width: 100%;box-sizing: border-box;min-height: 1em;text-indent: 0em;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 17px;box-sizing: border-box !important;overflow-wrap: break-word !important;"> 苏家运营的“商业模式”</span></strong></p></section></section></section></section><section style="text-indent: 2em;margin: 15px 8px 10px;line-height: 2em;"><span style="font-size: 16px;">“资本下乡”是近年来学术界热烈争论的话题，学者出于批判性的理论视角，往往对于工商资本进入乡村持有一定的保留态度[10-13]。笔者认为，资本的逐利性是其固有特点，但不能就此因噎废食，在乡村振兴中拒绝资本的参与。在本文所着重探讨的政府项目导入的乡村建设，恰恰需要融合一些工商资本的灵活性特点，从自我盈利的角度促进乡村的可持续，同时剥离其不规范的操作，真正做到与农民利益的联结。这也是抛开价值思辨的立场，深入到苏家这样一个具体的商业案例，条分缕析其具体模式的意义所在。</span></section><p style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 10px;"><span style="font-size: 16px;">资本下乡争议最大的是在农业产业化领域[14]。龙头企业带着大量的资本进入乡村，通过大面积的土地流转以规模优势实现从生产到加工销售的企业纵向一体化，农民被简单地纳入到工业化价值链条中的“雇工”环节，失去了过去“小农”经济中多重环节中利益获取的可能性。近些年来各级政府广泛推广的适度规模经营的“家庭农场”+“合作社”模式[15]，也可以视作对之前资本下乡大面积土地流转政策的一种校正。回归到乡村建设领域，笔者认为，资本下乡也存在着两种有明显差异的模式。一种是有当地企业家背景的“重资产”模式。这一模式在全国面广量大，进行投资的企业家往往源自于当地，他们在非农领域取得了一定的成绩后，出于回报乡梓或田园情节的冲动，在乡村投资兴建面向旅游休闲的庄园类设施。这些举措一方面改善了乡村的面貌，另一方面也给企业带来了相当丰厚的资产增值。但由于投资者自身在文旅运营方面并无经验，因此农庄的可持续收益存疑。另外一种就是以专业运营团队为代表的“轻资产”模式。该类公司往往具备现代公司获得高投资回报率所要求的金融化特征，笔者观察到的乡伴公司在苏家的实践也总体遵循着这样的特点。</span></p><p style="margin-left: 8px;margin-right: 8px;line-height: 2em;text-indent: 0em;margin-bottom: 5px;"><span style="font-size: 16px;"><strong style="max-width: 100%;letter-spacing: 0.544px;text-indent: 0em;white-space: normal;font-size: 16px;font-family: 微软雅黑;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(217, 33, 66);box-sizing: border-box !important;overflow-wrap: break-word !important;">3.1  自营业态的触媒式植入</span></strong></span></p><p style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 20px;"><span style="font-size: 16px;">作为一个富有经验的“乡村运营商”，乡伴公司介入具体项目之前都会做严格的测算，包括村庄有多少建设指标可以使用，租赁、售卖、自持比重分别控制在多少能够实现利润的最大化。只有投资回报率能够匡算到1∶2，公司才会感兴趣接手入驻⑤。接手苏家后，乡伴公司旋即找来专业的设计团队对整个村庄进行了整体规划，并选定了围绕基本业态重点打造的房屋进行重新的建筑设计和室内装修。村庄总建设面积约2万<span style="max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;text-indent: 34px;background-color: rgb(255, 255, 255);font-size: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;">m</span><span style="max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;text-indent: 34px;background-color: rgb(255, 255, 255);font-size: 12px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><sup style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-family: 微软雅黑;vertical-align: super;box-sizing: border-box !important;overflow-wrap: break-word !important;">2</span></sup></span>，初期并未全部改造，而是选取临街的部分宅院进行针灸式业态植入(图6)。这些保持乡村基本服务职能的业态在起步阶段都由乡伴自行持有运营，面积大概占到整个村庄的1/8到1/10。</span></p><p style="text-align: center;margin-left: 8px;margin-right: 8px;line-height: normal;"><img class="rich_pages" data-ratio="0.7933954276037256" data-s="300,640" src="http://mmbiz.qpic.cn/mmbiz_jpg/SdNVtxmtcRhNyS891BdxYSj9MDm0N0DGJ0U8PzJThGq7fxr3PtkECUzqyevlXeB3oiaicUpMTrbMDrcliavkt7YiaQ/640?wx_fmt=jpeg" data-type="jpeg" data-w="1181" style=""  /></p><p style="white-space: normal;max-width: 100%;min-height: 1em;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;color: rgb(214, 0, 74);box-sizing: border-box !important;overflow-wrap: break-word !important;">▲</span><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;"> 图6  </span></strong><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;">苏家的运营模式及业态空间分布</span></strong></p><section style="white-space: normal;max-width: 100%;min-height: 1em;letter-spacing: 0.544px;font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;margin-bottom: 20px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;color: rgb(136, 136, 136);box-sizing: border-box !important;overflow-wrap: break-word !important;">Fig.</span><span style="max-width: 100%;font-size: 14px;color: rgb(136, 136, 136);box-sizing: border-box !important;overflow-wrap: break-word !important;">6  Operation models and distribution of business forms in Sujia</span></section><p style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 10px;"><span style="font-size: 16px;">村庄最深处风景最为幽静的一处宅院原先是集体看护白鹭湖鱼塘的公房，设计在保持原有山水格局与村落空间的基础上，不破坏原有环境的场所感，运用当地建筑语言进行功能性修复[7]。其改造后建成的酒店定位于乡伴旗下的高端度假民宿“原舍”，携程旅行网上周末的定价已经达到1200元每晚。原舍因其前湖后岗、水天相接的景色，已经成为游览江宁西部乡村一处必到的网红打卡点，多家摄制组前来进行影视拍摄，也是苏家吸引众多消费流量的“策源地”。</span><br  /></p><p style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 20px;"><span style="font-size: 16px;">除了民宿，以多元化的业态满足游客驻足投宿乡村的基本需求，也是文旅型村庄初期发展阶段必不可少的一环。设计团队在村庄主干道周边，结合一些小型的宅院，布局了文创店、茶社、甜品店、餐厅、咖啡书屋等服务业态。这些设施的设计均采用新旧拼贴的方式，强调尊重当地建筑风格(图7、图8)。几个“触媒点”业态的打造均非常成功，人们会选择临窗的位置，边欣赏湖光山色，边享用乡间美食，餐厅黄金周单日营业收入能够达到10万元。乡伴公司的自营业态类似中医里的“针灸疗法”，不仅营造基本的运营业态以激活整个村庄的活力，也对后期招商入驻的商户有重要的示范作用。驻地团队在村庄运营一段时间走上正轨后，选择只保留原舍、圃舍等品牌民宿自持运行，剩下的一些餐饮甜品等小业态都转租给慕名而来的当地商户，管理服务团队的重心开始转向村庄的整体运营。</span></p><p style="margin-left: 8px;margin-right: 8px;line-height: normal;"><img class="rich_pages" data-ratio="0.5627118644067797" data-s="300,640" src="http://mmbiz.qpic.cn/mmbiz_jpg/SdNVtxmtcRhNyS891BdxYSj9MDm0N0DG0ysL3aUHl9CuGCvhre8pibuODULTAHcgCVb0w43iaYZ7VCdaVoZpsjOg/640?wx_fmt=jpeg" data-type="jpeg" data-w="1180" style=""  /></p><p style="margin-left: 8px;margin-right: 8px;line-height: normal;"><img class="rich_pages" data-ratio="0.4072819644369179" data-s="300,640" src="http://mmbiz.qpic.cn/mmbiz_jpg/SdNVtxmtcRhNyS891BdxYSj9MDm0N0DG8FdXbuD9l0fKNNdtEMnTR5FWenID17LpVX7NGicHsicuGxUpY4JoUWcA/640?wx_fmt=jpeg" data-type="jpeg" data-w="1181" style=""  /></p><p style="white-space: normal;max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;min-height: 1em;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;color: rgb(214, 0, 74);box-sizing: border-box !important;overflow-wrap: break-word !important;">▲</span><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;"> 图7  </span></strong><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;">乡伴自持的原舍民宿改造前(上)和改造后（下）的对比</span></strong></p><p style="white-space: normal;max-width: 100%;letter-spacing: 0.544px;min-height: 1em;font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;color: rgb(136, 136, 136);box-sizing: border-box !important;overflow-wrap: break-word !important;">Fig.7 Yuanshe homestay before and after renovation</span></p><p style="white-space: normal;max-width: 100%;min-height: 1em;letter-spacing: 0.544px;font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;margin-bottom: 15px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(136, 136, 136);font-family: "Helvetica Neue", Helvetica, "Hiragino Sans GB", "Microsoft YaHei", Arial, sans-serif;font-size: 14px;letter-spacing: 0.544px;box-sizing: border-box !important;overflow-wrap: break-word !important;"></span><span style="max-width: 100%;color: rgb(136, 136, 136);font-family: "Helvetica Neue", Helvetica, "Hiragino Sans GB", "Microsoft YaHei", Arial, sans-serif;font-size: 14px;letter-spacing: 0.544px;box-sizing: border-box !important;overflow-wrap: break-word !important;">资料来源：南京大学建筑规划设计研究院，《南京乡伴苏家文创小镇更新设计》，2016。</span></p><section style="margin-left: 8px;margin-right: 8px;line-height: normal;margin-top: 10px;"><img class="rich_pages" data-ratio="0.6435224386113463" data-s="300,640" src="http://mmbiz.qpic.cn/mmbiz_jpg/SdNVtxmtcRhNyS891BdxYSj9MDm0N0DG9MrzHMSgVyKFHHhDYSeOj1Rfudt8ianbhgY7miaG04LIX2SIXErEUZfg/640?wx_fmt=jpeg" data-type="jpeg" data-w="1181" style=""  /></section><p style="white-space: normal;max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;min-height: 1em;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;color: rgb(214, 0, 74);box-sizing: border-box !important;overflow-wrap: break-word !important;">▲</span><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;"> 图8  </span></strong><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;">餐厅“新旧拼贴”的立面处理</span></strong></p><p style="white-space: normal;max-width: 100%;letter-spacing: 0.544px;min-height: 1em;font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;color: rgb(136, 136, 136);box-sizing: border-box !important;overflow-wrap: break-word !important;">Fig.8 Facade renovation of a restaurant by “collage of the new and the old”</span></p><p style="margin-bottom: 15px;white-space: normal;max-width: 100%;min-height: 1em;letter-spacing: 0.544px;font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(136, 136, 136);font-family: "Helvetica Neue", Helvetica, "Hiragino Sans GB", "Microsoft YaHei", Arial, sans-serif;font-size: 14px;letter-spacing: 0.544px;box-sizing: border-box !important;overflow-wrap: break-word !important;"></span><span style="max-width: 100%;color: rgb(136, 136, 136);font-family: "Helvetica Neue", Helvetica, "Hiragino Sans GB", "Microsoft YaHei", Arial, sans-serif;font-size: 14px;letter-spacing: 0.544px;box-sizing: border-box !important;overflow-wrap: break-word !important;">资料来源：南京大学建筑规划设计研究院，《南京乡伴苏家文创小镇更新设计》，2016。</span></p><p style="margin-left: 8px;margin-right: 8px;line-height: 2em;text-indent: 0em;margin-bottom: 5px;"><span style="font-size: 16px;"><strong style="max-width: 100%;letter-spacing: 0.544px;text-indent: 0em;white-space: normal;font-size: 16px;font-family: 微软雅黑;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(217, 33, 66);box-sizing: border-box !important;overflow-wrap: break-word !important;">3.2  “微”民宿与成本回笼</span></strong></span></p><p style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 10px;"><span style="font-size: 16px;">乡伴公司在苏家对外推出的各类产品中，一种称之为“微”民宿的业态形式在其公司的成本回笼中扮演着至关重要的角色。正是这一类产品的对外销售，让原本合作顺畅的街道和运营商的关系出现了些许缝隙。</span></p><section style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 20px;"><span style="font-size: 16px;">微民宿是乡伴公司针对于“理想村”系列的投资特点，设计出来的一款类似“小产权房”的产品。公司在与街道签订的20年集体土地+农房使用权的基础上，选择了两处地块，盖起了两层联排的公寓式民宿以对外出售。该类微民宿建造在集体土地之上，理论上购买人并不拥有产权，顶多拥有依附于20年租赁合约基础上的使用权。据乡伴公司驻地负责苏家事务的“村长”介绍，他们做这样微民宿的初衷是想让愿意返回乡村的人以一种门槛较低的方式进入。该产品投放南京市场后反响还不错，一期二期两个地块加起来约60户，每户60<span style="max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;text-indent: 34px;background-color: rgb(255, 255, 255);font-size: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;">m</span><span style="max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;text-indent: 34px;background-color: rgb(255, 255, 255);font-size: 12px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><sup style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-family: 微软雅黑;vertical-align: super;box-sizing: border-box !important;overflow-wrap: break-word !important;">2</span></sup></span>左右，平均售价30万元，都已经完成了“招商”，基本可以抵掉一些自持业态的先期投入。实地调研中，购买微民宿人群的意图也表现得比较多元，有的是想通过一个比较低廉的价格换得江宁乡野间的一处居家之地，有的是装修后除了满足偶尔过来小住，空房时候还可以挂到“爱彼迎”上面出租(图9)。乡伴遵循了非常金融化的公司思维，他们还计划今后在此基础上，尝试更加多元的业态，统一装修精装交付，做成类似于三亚的候鸟型公寓，购买的业主可以每年一定的时间回到乡间小住，剩余时间乡伴代持经营，保证业主每年8%的年收益率⑥。</span></section><p style="text-align: center;margin-left: 8px;margin-right: 8px;line-height: normal;"><img class="rich_pages" data-ratio="0.75" data-s="300,640" src="http://mmbiz.qpic.cn/mmbiz_jpg/SdNVtxmtcRhNyS891BdxYSj9MDm0N0DGNIwTxWg3VAQVSB9oXVZnibAJGvNpoAebib2q3oSH5CUOO9uHKic7I33oQ/640?wx_fmt=jpeg" data-type="jpeg" data-w="1280" style=""  /></p><p style="white-space: normal;max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;min-height: 1em;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;color: rgb(214, 0, 74);box-sizing: border-box !important;overflow-wrap: break-word !important;">▲</span><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;"> 图9  </span></strong><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;">微民宿的设计能够保证每户都有独立的晒台甚至小院子</span></strong></p><p style="white-space: normal;max-width: 100%;letter-spacing: 0.544px;min-height: 1em;font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;color: rgb(136, 136, 136);box-sizing: border-box !important;overflow-wrap: break-word !important;">Fig.9 The design of the micro-homestay ensuring that each household has an independent terrace or even a small yard</span></p><p><br  /></p><p style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 10px;"><span style="font-size: 16px;">对于致力于打造乡村振兴样板工程的街道来说，微民宿的开卖让其陷入了尴尬的境地。一位街道工作人员跟笔者坦陈⑦，“当初的协议上，确实有新扩一部分建设用地用于公寓式民宿，这里面的产权问题确实有一定的灰色区域。街道当时只是为了推进项目，没有考虑太多。等到公司真的盖成的时候，我们还是比较被动的。特别是还放到房地产网站上出售，让我们难以接受。”调研中不难发现微民宿的选址也非常有趣。两处选址均远离村庄东西向的主干道(图6)，一方面是营造幽静的居住环境，一方面也有街道和公司双方尽量保持低调的默契。有外来的领导参观街道的乡村建设成就时，来苏家视察也更多地关注主干路两侧的业态集聚，较少提及微民宿的小产权问题。</span><br  /></p><p style="margin-left: 8px;margin-right: 8px;line-height: 2em;text-indent: 0em;margin-bottom: 5px;"><span style="font-size: 16px;"><strong style="max-width: 100%;letter-spacing: 0.544px;text-indent: 0em;white-space: normal;font-size: 16px;font-family: 微软雅黑;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(217, 33, 66);box-sizing: border-box !important;overflow-wrap: break-word !important;">3.3  村庄的总体管控与运营</span></strong></span></p><p style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 10px;"><span style="font-size: 16px;">陪伴式乡村服务商的托管确实给苏家在村庄整体运营层面带来了一定的优势。乡伴公司通过建筑管控、物业管理、活动策划等方式，对村庄有着系统的管理，体现了市场专业化经营的优势，使得苏家能够在南京近郊乡村旅游充分竞争的情况下，依然保持着较高的服务水准和持续的盈利。</span></p><p style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 10px;"><span style="font-size: 16px;">建筑管控方面，江宁当地农民住房的改建均需要遵循“三原”的原则，即原址、原高度、原建筑面积，即只有在已获批的乡村建设用地上才能进行改建，并且保持原有房屋的建筑层数。尽管如此，入驻的民宿业主出于增加营业面积、营造良好消费环境的考虑，均有较强的扩建冲动。招商过来的商户自己做完民宿装修设计后，乡伴公司本着维护村庄整体聚落风貌的立场，都会对图纸进行一审后，再送街镇再审并完成盖章报批，中途建设的过程中还会配合政府进行督察。民宿业主一般会一次性地租下2～3块宅基地，将农宅以院落连接起来形成民宿的公共空间，在基本满足三原原则、风貌没有太大变化的情况下，乡伴也会代表业主积极与政府沟通，使项目落地。整个村庄的建设面积2万<span style="max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;text-indent: 34px;background-color: rgb(255, 255, 255);font-size: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;">m</span><span style="max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;text-indent: 34px;background-color: rgb(255, 255, 255);font-size: 12px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><sup style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-family: 微软雅黑;vertical-align: super;box-sizing: border-box !important;overflow-wrap: break-word !important;">2</span></sup></span>，建筑面积18000<span style="max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;text-indent: 34px;background-color: rgb(255, 255, 255);font-size: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;">m</span><span style="max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;text-indent: 34px;background-color: rgb(255, 255, 255);font-size: 12px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><sup style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-family: 微软雅黑;vertical-align: super;box-sizing: border-box !important;overflow-wrap: break-word !important;">2</span></sup></span>左右，容积率接近1.0，正日趋饱和。除此以外，物业管理是很多政府主导型的文旅休闲村庄运营中面对的棘手问题[16]。苏家作为市场化运营主体介入的村庄，具备明显的优势。工程期结束后，乡伴出面聘请了南京当地管理较为规范的朗诗物业入村，整个村庄的环境质量也参照园区化的标准管理，物业费用由驻村商户和乡伴共同承担。</span></p><p style="text-indent: 2em;line-height: 2em;margin-bottom: 15px;margin-left: 8px;margin-right: 8px;"><span style="font-size: 16px;">通过整体的活动策划为驻村的零散商户导入客流是专业运营团队的一大优势。作为项目遍布全国的成熟乡村服务商，乡伴有固定的粉丝群体，他们是各地“理想村”的稳定客流，公司非常擅长利用微信群、公众号等端口，引导客源进入各地新开的理想村，提升人气。在端午、中秋等节日期间，乡伴公司会充分利用其自持的绿乐园等公共空间，组织各类丰富多彩的亲子活动(图10)。周末村里经常会组织乡村市集，招募的摊主可以兜售分享自己制作的手工艺品、烘焙等等。导入的人流必定涉及到住宿、餐饮方面的需求，乡伴公司力求构建全村的“公共”平台，将活动信息提前在网上发布，通过套餐的形式将各类消费需求打包进来，再结合游客的个性化需求分配到不同的民宿、餐馆中，公司平台收取一定的活动报名费用。这种整村宣传、整村入驻的形式，形成了共享集市、共享平台，充分对村庄当地的资源进行挖掘、营销和推广，有效弥补了单个商户面向散客举行社区性活动的能力。</span></p><section style="text-align: center;margin-left: 8px;margin-right: 8px;line-height: normal;"><img class="rich_pages" data-ratio="0.6655376799322608" data-s="300,640" src="http://mmbiz.qpic.cn/mmbiz_jpg/SdNVtxmtcRhNyS891BdxYSj9MDm0N0DG59H3kP4OdAEPu0ibVwG0AagRTiayBXibR3IrYYlWoqTRzM3BNtdxnInZg/640?wx_fmt=jpeg" data-type="jpeg" data-w="1181" style=""  /></section><section style="white-space: normal;max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;min-height: 1em;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;color: rgb(214, 0, 74);box-sizing: border-box !important;overflow-wrap: break-word !important;">▲</span><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;"> 图10  </span></strong><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;">初夏时节的插秧亲子活动</span></strong></section><section style="white-space: normal;max-width: 100%;letter-spacing: 0.544px;min-height: 1em;font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;color: rgb(136, 136, 136);box-sizing: border-box !important;overflow-wrap: break-word !important;">Fig.10 Parent-child activities of transplanting rice seedlings in early summer</span></section><section style="white-space: normal;max-width: 100%;min-height: 1em;letter-spacing: 0.544px;font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;background-color: rgb(255, 255, 255);text-align: left;margin-bottom: 5px;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(136, 136, 136);font-family: "Helvetica Neue", Helvetica, "Hiragino Sans GB", "Microsoft YaHei", Arial, sans-serif;font-size: 14px;letter-spacing: 0.544px;box-sizing: border-box !important;overflow-wrap: break-word !important;"></span><span style="max-width: 100%;color: rgb(136, 136, 136);font-family: "Helvetica Neue", Helvetica, "Hiragino Sans GB", "Microsoft YaHei", Arial, sans-serif;font-size: 14px;letter-spacing: 0.544px;box-sizing: border-box !important;overflow-wrap: break-word !important;">资料来源：“乡伴苏家文创小镇”微信公众号。</span></section><section><br  /></section><section style="white-space: normal;max-width: 100%;box-sizing: border-box;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;background-color: rgb(255, 255, 255);font-size: 16px;overflow-wrap: break-word !important;"><section style="margin-right: 8px;margin-left: 8px;max-width: 100%;box-sizing: border-box;overflow: hidden;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box;border-bottom: 1px solid rgb(192, 21, 21);display: inline-block;overflow-wrap: break-word !important;"><section style="padding-right: 0.2em;padding-left: 0.2em;max-width: 100%;box-sizing: border-box;display: inline-block;line-height: 1.3;font-size: 22px;color: rgb(255, 255, 255);background-color: rgb(192, 21, 21);overflow-wrap: break-word !important;"><p style="max-width: 100%;box-sizing: border-box;min-height: 1em;overflow-wrap: break-word !important;">4</p></section><section style="padding-right: 0.5em;padding-left: 0.5em;max-width: 100%;box-sizing: border-box;display: inline-block;overflow-wrap: break-word !important;"><p style="max-width: 100%;box-sizing: border-box;min-height: 1em;text-indent: 0em;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 17px;box-sizing: border-box !important;overflow-wrap: break-word !important;"> 市场化运营的成效与困境</span></strong></p></section></section></section></section><section style="margin: 15px 8px 5px;line-height: 2em;text-indent: 0em;"><span style="font-size: 16px;"><strong style="max-width: 100%;letter-spacing: 0.544px;text-indent: 0em;white-space: normal;font-size: 16px;font-family: 微软雅黑;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(217, 33, 66);box-sizing: border-box !important;overflow-wrap: break-word !important;">4.1  平台商业模式精准定位城市消费需求</span></strong></span></section><section style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 15px;"><span style="font-size: 16px;">政府的公共投资是企业私人投资的基础[17]，这在苏家的案例中体现得非常充分。根据笔者调研中不完全统计，苏家的村庄建设中，各级政府先后投入的资金高达2.2亿元，并且几乎没有收益回报有效渠道；而保守估计乡伴公司在乡村运营中的实际投入只有前者的1/10，却为其投资设计了包括招租、销售、活动收入等多种收益模式(表1)。乡伴公司将民营经济的“轻资产”有效地嫁接到政府的“重资产”上，其对资本的流通效率、增值比例有更高的要求，因此也不难理解其衍生微民宿类产品的灰色销售行为。</span></section><p style="text-align: center;margin-left: 8px;margin-right: 8px;line-height: normal;"><img class="rich_pages" data-ratio="0.21875" data-s="300,640" src="http://mmbiz.qpic.cn/mmbiz_jpg/SdNVtxmtcRhNyS891BdxYSj9MDm0N0DGEDwg9NSwwBhKt4TOOogkhceWPU6LPqrkFiaopE4LibbicrmcyAdb6JuPQ/640?wx_fmt=jpeg" data-type="jpeg" data-w="1280" style=""  /></p><p style="max-width: 100%;min-height: 1em;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;color: rgb(214, 0, 74);box-sizing: border-box !important;overflow-wrap: break-word !important;">▲</span><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;"> 表1  </span></strong><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;">苏家各类经营模式汇总</span></strong></p><p style="max-width: 100%;min-height: 1em;letter-spacing: 0.544px;white-space: normal;font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;color: rgb(136, 136, 136);box-sizing: border-box !important;overflow-wrap: break-word !important;">Tab.1 Revenue of different business models in Sujia</span></p><section style="text-indent: 2em;margin: 20px 8px 15px;line-height: 2em;"><span style="font-size: 16px;">在乡村运营中，企业体现的更多是提供专业服务、链接乡村资源与城市消费端的“平台型”商业模式。乡伴在苏家的经营中所秉持的“整体运营+轻资产”的平台模式，对于带动其他成熟工商业资本的加入是非常明显的。笔者比较了江宁区同时期出现的苏家、徐家院、钱家渡3个文旅型村庄营业后带动本地注册的商户性质和数量后发现，街道后期零散招商的徐家院更能够带动本地小微企业的注册投资，商户性质也更为多元均衡；国企从建设到运营一手包办的钱家渡则“大树底下不长草”，并不能很好地带动当地的创业氛围；而苏家所带动的商户注册数量和注册资金总量均是最多的，单个商户的注册资金强度达到了600万元/个(图11、图12)。在这个意义上，可以把政府在乡村投资形成的资产比喻成手机的硬件，乡伴作为乡村运营平台性的服务商，如同安装在重资产硬件上的操作平台，吸引了大量的优质乃至系统专属的应用程序——具备一定实力的招商企业来到苏家经营，给这个村庄带来了资金、信息、人流。</span><br  /></section><section style="margin-left: 8px;margin-right: 8px;line-height: normal;"><img class="rich_pages" data-ratio="0.5062447960033306" data-s="300,640" src="http://mmbiz.qpic.cn/mmbiz_jpg/SdNVtxmtcRhNyS891BdxYSj9MDm0N0DGZCicTTsIcaPc6O7Fzv6Rrxicia7bbURwibRyMHQichwmPFMTOUx9cz53Vpg/640?wx_fmt=jpeg" data-type="jpeg" data-w="1201" style=""  /></section><section style="white-space: normal;max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;min-height: 1em;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;color: rgb(214, 0, 74);box-sizing: border-box !important;overflow-wrap: break-word !important;">▲</span><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;"> 图11  </span></strong><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;">3个典型村庄营业后带动本地注册商户的性质和数量</span></strong></section><section style="white-space: normal;max-width: 100%;letter-spacing: 0.544px;min-height: 1em;font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;color: rgb(136, 136, 136);box-sizing: border-box !important;overflow-wrap: break-word !important;">Fig.11 Number of local registered merchants in three typical villages after commodification, classified by property type</span></section><section style="white-space: normal;max-width: 100%;min-height: 1em;letter-spacing: 0.544px;font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;margin-bottom: 20px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(136, 136, 136);font-family: "Helvetica Neue", Helvetica, "Hiragino Sans GB", "Microsoft YaHei", Arial, sans-serif;font-size: 14px;letter-spacing: 0.544px;box-sizing: border-box !important;overflow-wrap: break-word !important;"></span><span style="max-width: 100%;color: rgb(136, 136, 136);font-family: "Helvetica Neue", Helvetica, "Hiragino Sans GB", "Microsoft YaHei", Arial, sans-serif;font-size: 14px;letter-spacing: 0.544px;box-sizing: border-box !important;overflow-wrap: break-word !important;">资料来源：数据来自https://www.tianyancha.com/。</span></section><p style="margin-left: 8px;margin-right: 8px;line-height: normal;"><img class="rich_pages" data-ratio="0.4987489574645538" data-s="300,640" src="http://mmbiz.qpic.cn/mmbiz_jpg/SdNVtxmtcRhNyS891BdxYSj9MDm0N0DGSqxyopiclesvCMOPUoo5JhxELJe5niaaNicHKicd8kbFasRqAXf1WYE9ibw/640?wx_fmt=jpeg" data-type="jpeg" data-w="1199" style=""  /></p><p style="white-space: normal;max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;min-height: 1em;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;color: rgb(214, 0, 74);box-sizing: border-box !important;overflow-wrap: break-word !important;">▲</span><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;"> 图12  </span></strong><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;">3个典型村庄营业后带动本地注册商户的性质和注册资本</span></strong></p><p style="white-space: normal;max-width: 100%;letter-spacing: 0.544px;min-height: 1em;font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;color: rgb(136, 136, 136);box-sizing: border-box !important;overflow-wrap: break-word !important;">Fig.12 Registered capital of local registered merchants in three typical villages after commodification, classified by property type</span></p><p style="margin-bottom: 5px;white-space: normal;max-width: 100%;min-height: 1em;letter-spacing: 0.544px;font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(136, 136, 136);font-family: "Helvetica Neue", Helvetica, "Hiragino Sans GB", "Microsoft YaHei", Arial, sans-serif;font-size: 14px;letter-spacing: 0.544px;box-sizing: border-box !important;overflow-wrap: break-word !important;"></span><span style="max-width: 100%;color: rgb(136, 136, 136);font-family: "Helvetica Neue", Helvetica, "Hiragino Sans GB", "Microsoft YaHei", Arial, sans-serif;font-size: 14px;letter-spacing: 0.544px;box-sizing: border-box !important;overflow-wrap: break-word !important;">资料来源：数据来自https://www.tianyancha.com/。</span></p><p style="margin: 15px 8px 5px;line-height: 2em;text-indent: 0em;"><span style="font-size: 16px;"><strong style="max-width: 100%;letter-spacing: 0.544px;text-indent: 0em;white-space: normal;font-size: 16px;font-family: 微软雅黑;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(217, 33, 66);box-sizing: border-box !important;overflow-wrap: break-word !important;">4.2  市场运营环境下村庄公共性的迷失</span></strong></span></p><p style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 10px;"><span style="font-size: 16px;">规划之于乡村，其重要的意义在于通过空间资源的合理配置，实现其公共政策的属性，其核心是克服传统“关系”型村庄的集体行动困境，提升村民的公共精神，最大限度地满足公共利益[18]。苏家案例中的乡村规划，发生在了一个村社集体利益已经被明确抽离的既定框架当中，规划的工作价值更多地体现在满足面向城市消费的乡村“商品化”需求，即通过设计手法促成“商业模式”的实现。虽然在规划的导引下，也有诸如“星光楼梯”、“有光咖啡”等公共设施植入到村庄，但是失去了村社主体的村庄“公共性”是被消费定义的。</span></p><p style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 10px;"><span style="font-size: 16px;">乡伴目前在苏家的管理，采取的是类似于城市中“园区式”的管理模式，聘请过来的物业，也是划定了明确的围栏区域进行保洁养护。调研中，笔者也能够直观地感受到，传统乡村公共空间所体现的过渡性交流空间，被城市消费模式所代表的功能板块定义。园区化管理使得苏家与周边的村落形成了明显隔阂，成为了一块城市飞地。居住工作在其中的新村民也没有纳入到当地 “属地化”管理的范畴中来，甚至成为了所属村社“网格化”管理主动回避的区域。这一治理模式更多纳入到了公司治理的框架中，缺少乡村的公共性意涵。</span></p><p style="margin: 15px 8px 5px;line-height: 2em;text-indent: 0em;"><span style="font-size: 16px;"><strong style="max-width: 100%;letter-spacing: 0.544px;text-indent: 0em;white-space: normal;font-size: 16px;font-family: 微软雅黑;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(217, 33, 66);box-sizing: border-box !important;overflow-wrap: break-word !important;">4.3  村社集体虚置背景下建设运营的分离</span></strong></span></p><section style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 15px;"><span style="font-size: 16px;">在村社集体虚置的背景下，苏家的发展历程可以明显地分为建设和运营两个完全分离的部分，前期是异常活跃的政府行为，后期是市场力量完全主导的乡村发展。都市近郊乡村“商品化”消费转型的过程，究其经济本质，存在着从乡村资源的开发到资产的增值再到现金流收益的全价值链条(图13)。</span></section><p style="text-align: center;margin-left: 8px;margin-right: 8px;line-height: normal;"><img class="rich_pages" data-ratio="0.6689246401354784" data-s="300,640" src="http://mmbiz.qpic.cn/mmbiz_jpg/SdNVtxmtcRhNyS891BdxYSj9MDm0N0DGmrYcsk28RgfGb48aFRMLxZAvJSRJtOPgjENy9DJ3iavxd2DAvicqrpEA/640?wx_fmt=jpeg" data-type="jpeg" data-w="1181" style=""  /></p><p style="white-space: normal;max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;min-height: 1em;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;color: rgb(214, 0, 74);box-sizing: border-box !important;overflow-wrap: break-word !important;">▲</span><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;"> 图13  </span></strong><strong style="max-width: 100%;letter-spacing: 0.544px;text-align: justify;text-indent: 0em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;background-image: initial;background-position: initial;background-size: initial;background-repeat: initial;background-attachment: initial;background-origin: initial;background-clip: initial;box-sizing: border-box !important;overflow-wrap: break-word !important;">村社集体虚置背景下村庄建设运营的分离</span></strong></p><p style="white-space: normal;max-width: 100%;letter-spacing: 0.544px;min-height: 1em;font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;background-color: rgb(255, 255, 255);text-align: left;margin-left: 8px;margin-right: 8px;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;color: rgb(136, 136, 136);box-sizing: border-box !important;overflow-wrap: break-word !important;">Fig.13 Separation of rural construction and operation against the background of vacancy of village collectives</span></p><section style="text-indent: 2em;margin: 25px 8px 10px;line-height: 2em;"><span style="font-size: 16px;">苏家的乡村建设是将乡村自然文化资源逐步开发、沉淀为乡村资产的过程，这一价值循环牢牢地掌握在街镇这样具备实施主体性质的基层政府层面。政府掌握着发展权，动员村社居民搬离了村庄，投入资本开发乡村并代管了增值后的乡村资产。苏家的乡村运营则是市场单方面的长袖善舞，向村庄中投入技术、资本，通过完善的经营管理产生了可预期、可持续的现金流，而这些收益完全返回到市场主体，形成一个资产经营使用并兑现的封闭收益环。乡村建设与乡村运营高度分离的“两张皮”现象背后，是理论上的资产所有者——村社集体的虚置与消失。在苏家所代表的政府项目植入、市场运营托管的这套模式中，村社集体作为宪法确定的村庄资产的所有人，并未有效地参与其中，遑论利益共享。</span><br  /></section><p style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 10px;"><span style="font-size: 16px;">不同于城市语境下的开发建设，乡村中没有真正来自村社层面的参与，集体资产的变现存在着难点。在城市语境下，现代财富是由资本和现金流构成的，资本是现金流的贴现(discount)。从资源到资产再到现金流，资产的资本化是其中的关键环节，这也是与现代公司制度下出资方和运营方分离的基本原则相适应的。这一制度体系放置于中国乡村产权制度下则出现了水土不服，无论是政府还是市场主体，都无法将集体资产通过信贷的方式资本化。</span></p><p style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 10px;"><span style="font-size: 16px;">在这样的制度背景下，村社集体实质性地参与到乡村发展中就显得尤为必要。乡村的产权特点决定了其不适用于资产持有和管理高度分工的城市模式。相反，需要真正强化村社集体的主体建设，并贯穿于乡村建设运营的始终。农户的组织化应当成为政府部门参与乡村建设和工商资本下乡的前提[19]，这对于村社集体能够以主体形式参与到乡村振兴中来至关重要。值得注意的是，苏家尽管存在着村庄搬迁的现象，但村民的宅基地和其农民的身份依然存在。上文提及的徐家院、钱家渡等同类型村庄，均成立了农民专业合作社等村社集体性质的机构(图11、图12)。这类合作社通过农地经营权入股换股权的方式，跟租赁农地做城市农园项目的企业对接，分享乡村旅游的红利。这表明村社集体与企业合作，优势互补共同经营乡村的路径是可行的。</span></p><p><br  /></p><section style="white-space: normal;max-width: 100%;box-sizing: border-box;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;background-color: rgb(255, 255, 255);font-size: 16px;overflow-wrap: break-word !important;"><section style="margin-right: 8px;margin-left: 8px;max-width: 100%;box-sizing: border-box;overflow: hidden;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box;border-bottom: 1px solid rgb(192, 21, 21);display: inline-block;overflow-wrap: break-word !important;"><section style="padding-right: 0.2em;padding-left: 0.2em;max-width: 100%;box-sizing: border-box;display: inline-block;line-height: 1.3;font-size: 22px;color: rgb(255, 255, 255);background-color: rgb(192, 21, 21);overflow-wrap: break-word !important;"><p style="max-width: 100%;box-sizing: border-box;min-height: 1em;overflow-wrap: break-word !important;">5</p></section><section style="padding-right: 0.5em;padding-left: 0.5em;max-width: 100%;box-sizing: border-box;display: inline-block;overflow-wrap: break-word !important;"><p style="max-width: 100%;box-sizing: border-box;min-height: 1em;text-indent: 0em;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 17px;box-sizing: border-box !important;overflow-wrap: break-word !important;"> 结论与讨论</span></strong></p></section></section></section></section><section style="text-indent: 2em;margin: 15px 8px 10px;line-height: 2em;"><span style="font-size: 16px;">中国大都市近郊乡村的发展振兴之路，必然会从当前轰轰烈烈的物质环境建设的1.0版本转向强调运营维护的2.0时代。乡村建设时代，大量政府财政资金的投入使得乡村建设的固定资产投资已经渐趋饱和，边际收益开始递减；乡村运营时代，最重要的是将先前政府投资建设的固定资产转换为现金流收益，以促成乡村振兴中城郊融合型乡村“商业模式”的形成。</span></section><p style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 10px;"><span style="font-size: 16px;">苏家案例中，并没有出现在中西部乡村资本下乡的过程中基层政府和资本“合谋”共同应对分散孤立农户的情景[11]，农户的利益在搬迁中得到了保障，但是失去了参与乡村发展的权益。村庄的发展历程可以明显地分为建设和运营两个完全分离的部分，前期是异常活跃的政府行为，后期是市场力量完全主导的模式。乡村建设时期，街镇政府出于政绩短期见效的考量，动用整个区域的优质资源着力打造示范村庄，对原先的自然村采用了整体搬迁的办法，村社集体被虚置代管。各级政府的公共财政以项目下乡的方式，通过一系列的规划设计与景观营造，为乡村不计回报地注入了可观的资产。乡村运营的过程中，政府与企业间形成了实质性的委托代理(principle-agent)关系。街镇政府类似于对外购买了私企的服务(为其代管经营示范乡村)，同时也让渡了村庄运营中获取收益的权利。企业利用自己的专业特长，在品牌营销、新业态开发、村庄环境管控等方面做了一系列的工作，精准定位了城市的消费需求，乡村经营效益总体是非常成功的。</span></p><p style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 10px;"><span style="font-size: 16px;">从乡村建设到乡村运营，本文所重点讨论的“政府项目植入+企业托管收益”的模式也存在着诸多困境。企业片面追求嫁接在政府“重资产”上的投资的收益回报，“园区式”的管理模式使得村庄成为周边环境中的一块飞地，公司化的治理内容失去了村庄公共性的意涵。其次，乡村的产权特点决定了其不适用于资产持有和管理高度分工的城市模式，该类村庄亟需形成组织化的农民村社集体，实质性地参与到乡村建设运营的全过程中，将村民的利益联结完整地架设在“资源-资产-资金”这一乡村发展的全链条中。因此，展望未来乡村振兴场景中“城郊融合型”村庄的可持续发展，迫切地需要在乡村规划实践中探索出一套可变现的“商业模式”，这一商业模式既能够充分对接城市市场，又能够让原村民作为用益物权的所有人实现利益共享；既要合理地利用好市场主体的专业化力量，又要有效地避免其寻租行为。</span></p><p style="text-indent: 2em;margin-left: 8px;margin-right: 8px;line-height: 2em;margin-bottom: 10px;"><em><span style="font-size: 16px;">( 感谢参与调研的陆昕越、祝畅、周文昌同学对相关资料的整理工作，感谢南京大学周凌教授、各级政府和乡伴公司工作人员的支持，文责自负。)</span></em></p><p style="max-width: 100%;min-height: 1em;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"  /></p><section donone="shifuMouseDownCard('shifu_c_027')" style="margin-top: 2em;padding-top: 0.5em;padding-bottom: 0.5em;max-width: 100%;font-family: inherit;font-size: 1em;font-weight: inherit;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);text-decoration: inherit;line-height: 27.2px;border-radius: 4px;border-width: 1px;border-style: solid;border-color: rgb(204, 204, 204);color: rgb(166, 166, 166);box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="margin-top: -1.8em;margin-right: 8px;margin-left: 8px;max-width: 100%;text-align: center;border-width: initial;border-style: none;border-color: initial;line-height: 1.4;box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="padding: 8px 12px;max-width: 100%;border-radius: 4px;color: rgb(255, 255, 255);font-size: 1em;font-family: inherit;font-weight: inherit;text-decoration: inherit;display: inline-block;border-color: rgb(183, 184, 184);background-color: rgb(214, 0, 74);box-sizing: border-box !important;overflow-wrap: break-word !important;"><p style="max-width: 100%;min-height: 1em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;">注释</span></strong></p></section></section><section style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><p style="margin: 15px 16px 10px;"><span style="font-size: 15px;color: rgb(0, 0, 0);">①	2018年9月，中共中央和国务院联合印发了《乡村振兴战略规划(2018—2022年)》，提出根据不同村庄的发展现状、区位条件、资源禀赋等，按照“集聚提升、城郊融合、特色保护、搬迁撤并”四类分类推进乡村振兴工作。对于“城郊融合类”村庄，要求“在形态上保留乡村风貌，在治理上体现城市水平，逐步强化服务城市发展、承接城市功能外溢、满足城市消费需求能力，为城乡融合发展提供实践经验”。</span></p><p style="margin-left: 16px;margin-right: 16px;margin-bottom: 10px;"><span style="font-size: 15px;color: rgb(0, 0, 0);">②	江宁地区村庄搬迁置换的背后，是苏南一带普遍推行的“三置换”政策背景——集体资产所有权、分配权置换社区股份合作社股权；土地承包权、经营权置换基本社会保障，或入股换股权；宅基地使用权置换城镇住房，或进行货币化置换。具体见参考文献8。</span></p><section style="margin-left: 16px;margin-right: 16px;margin-bottom: 10px;"><span style="font-size: 15px;color: rgb(0, 0, 0);">③	江宁地区的老百姓普遍愿意搬迁。随着城镇化的进程，大量青壮年劳动力实际已经进入城区工作，村中的老百姓愿意接受这样以街镇为统筹单元的搬迁模式，搬入本街镇的复建房——不仅没有离开本乡本土，公共设施也更加便利，个人资产也得到了升值。南京市域内农民基本上不存在强拆的现象，如果农民不想搬迁，自己的宅基地在美丽乡村之中，自主经营农家乐或者自住在其中，也非常惬意(南京市农业农村局工作人员访谈，2019年9月5日)。在笔者的调研中，确实也有不少村落的个别组团仍然有村民居住在其中，印证了上述观点。</span></section><section style="margin-left: 16px;margin-right: 16px;margin-bottom: 10px;"><span style="font-size: 15px;color: rgb(0, 0, 0);">④	街道负责人也跟笔者坦陈，街道和老百姓有明确的协议，街道掏钱以房置房后，土地和房屋就完全转化为“集体资产”，虽名义为集体，实际上就是街道资产(街道工作人员访谈，2020年1月6日)。</span></section><section style="margin-left: 16px;margin-right: 16px;margin-bottom: 10px;"><span style="font-size: 15px;color: rgb(0, 0, 0);">⑤	乡伴公司苏家负责人访谈，2019年12月4日。</span></section><section style="margin-left: 16px;margin-right: 16px;margin-bottom: 10px;"><span style="font-size: 15px;color: rgb(0, 0, 0);">⑥	乡伴公司苏家负责人访谈，2019年12月4日。</span></section><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 15px;color: rgb(0, 0, 0);">⑦	街道工作人员访谈，2020年1月6日。</span></p></section></section><section><section><br  /></section><hr style="border-style: solid;border-width: 1px 0 0;border-color: rgba(0,0,0,0.1);-webkit-transform-origin: 0 0;-webkit-transform: scale(1, 0.5);transform-origin: 0 0;transform: scale(1, 0.5);"  /><section style="text-align: center;margin-bottom: 15px;margin-top: 15px;"><strong style="max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;text-align: center;white-space: normal;background-color: rgb(255, 255, 255);box-sizing: border-box 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From “Guanxi” to “Social Capital”: The Predicament of and Prospect for Planning Theory in Rural China[J]. Urban Planning Forum，2017(4):81-89.</span></p><section style="text-align: left;margin-left: 8px;margin-right: 8px;line-height: 1.75em;"><span style="font-size: 15px;">19	陆文荣，卢汉龙.部门下乡、资本下乡与农户再合作——基于村社自主性的视角[J].中国农村观察，2013(2):44-56，94-95.</span></section><section style="text-align: left;margin-left: 8px;margin-right: 8px;line-height: 1.75em;"><span style="font-size: 15px;">LU Wenrong，LU Hanlong. Governments and Capital to Rural China and Peasants’ Re-Cooperation[J]. China Rural Survey，2013(2):44-56，94-95.</span></section></section><p style="max-width: 100%;min-height: 1em;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"  /></p><hr style="max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);border-style: solid;border-right-width: 0px;border-bottom-width: 0px;border-left-width: 0px;border-color: rgba(0, 0, 0, 0.1);transform-origin: 0px 0px;transform: scale(1, 0.5);box-sizing: border-box !important;overflow-wrap: break-word !important;"  /><p style="margin-top: 10px;margin-bottom: 10px;max-width: 100%;min-height: 1em;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);text-align: center;line-height: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(217, 33, 66);box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;box-sizing: border-box !important;overflow-wrap: break-word !important;">欢迎在朋友圈转发，转载请在后台留言</span></strong></span></p><hr style="max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);border-style: solid;border-right-width: 0px;border-bottom-width: 0px;border-left-width: 0px;border-color: rgba(0, 0, 0, 0.1);transform-origin: 0px 0px;transform: scale(1, 0.5);box-sizing: border-box !important;overflow-wrap: break-word !important;"  /><section style="max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><section powered-by="gulangu" style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><p style="margin-top: 15px;margin-right: 8px;margin-left: 8px;max-width: 100%;min-height: 17px;line-height: 27.2px;widows: 1;text-align: center;letter-spacing: 0.48px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(62, 62, 62);font-family: Optima-Regular, PingFangTC-light;font-weight: 400;letter-spacing: 2px;box-sizing: border-box !important;overflow-wrap: break-word !important;">微信改版后</span></strong></span></p><p style="margin-right: 8px;margin-left: 8px;max-width: 100%;min-height: 17px;line-height: 27.2px;widows: 1;text-align: center;letter-spacing: 0.48px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(62, 62, 62);font-family: Optima-Regular, PingFangTC-light;font-weight: 400;letter-spacing: 2px;box-sizing: border-box !important;overflow-wrap: break-word !important;">好多人说不能很方便找到我了</span></strong></span></p><p style="margin-right: 8px;margin-left: 8px;max-width: 100%;min-height: 17px;line-height: 27.2px;widows: 1;text-align: center;letter-spacing: 0.48px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(62, 62, 62);font-family: Optima-Regular, PingFangTC-light;font-weight: 400;letter-spacing: 2px;box-sizing: border-box !important;overflow-wrap: break-word !important;">其实把咱们</span></strong></span><span style="max-width: 100%;color: rgb(217, 33, 66);box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 2px;box-sizing: border-box !important;overflow-wrap: break-word !important;">“城</span></strong><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 2px;box-sizing: border-box !important;overflow-wrap: break-word !important;">市规划”置顶</span></strong></span><span style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(62, 62, 62);font-family: Optima-Regular, PingFangTC-light;font-weight: 400;letter-spacing: 2px;box-sizing: border-box !important;overflow-wrap: break-word !important;">就可以啦</span></strong></span></span></p><p style="margin-right: 8px;margin-bottom: 15px;margin-left: 8px;max-width: 100%;min-height: 17px;line-height: 27.2px;widows: 1;text-align: center;letter-spacing: 0.48px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(62, 62, 62);font-family: Optima-Regular, PingFangTC-light;font-weight: 400;letter-spacing: 2px;box-sizing: border-box !important;overflow-wrap: break-word !important;">只需要</span></strong></span><span style="max-width: 100%;color: rgb(217, 33, 66);box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 2px;box-sizing: border-box !important;overflow-wrap: break-word !important;">5秒钟哟~</span></strong></span></span></p><p style="margin-right: 8px;margin-bottom: 10px;margin-left: 8px;max-width: 100%;min-height: 1em;letter-spacing: 0.544px;text-align: left;box-sizing: border-box !important;overflow-wrap: break-word !important;"><img class="__bg_gif" data-copyright="0" data-ratio="0.9203125" data-type="gif" data-w="640" src="http://mmbiz.qpic.cn/mmbiz_gif/SdNVtxmtcRiarCYiclbibw0tx4nuld0vwU9ScXl6gq8Bpbh8o8yZlxbo8y8jBcCBC74ubpiaHy1ic6k3wcqJbCFBWBA/640?wx_fmt=gif" style="box-sizing: border-box !important;overflow-wrap: break-word !important;visibility: visible !important;width: 640px !important;"  /></p></section></section></section><section style="max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><section powered-by="gulangu" style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><section powered-by="gulangu" style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box;font-size: 16px;overflow-wrap: break-word !important;"><section powered-by="gulangu" style="max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="margin-bottom: -1px;padding-right: 12px;padding-left: 12px;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box;border-bottom: 1px solid rgb(192, 21, 21);border-top-color: rgb(192, 21, 21);border-right-color: rgb(192, 21, 21);border-left-color: rgb(192, 21, 21);height: 0px;line-height: 0;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"  /></section></section><section style="max-width: 100%;box-sizing: border-box;float: left;width: 16px;overflow-wrap: break-word !important;"><section style="margin-bottom: 4px;max-width: 100%;box-sizing: border-box;width: 0px;border-width: 4px;border-style: solid;border-color: rgb(192, 21, 21) transparent transparent rgb(192, 21, 21);height: 0px;line-height: 0;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"  /></section><section style="max-width: 100%;box-sizing: border-box;border-bottom: 1px solid rgb(192, 21, 21);width: 16px;transform: rotate(-45deg);transform-origin: left top;border-top-color: rgb(192, 21, 21);border-right-color: rgb(192, 21, 21);border-left-color: rgb(192, 21, 21);height: 0px;line-height: 0;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"  /></section></section><section style="max-width: 100%;box-sizing: border-box;float: right;width: 16px;text-align: right;overflow-wrap: break-word !important;"><section style="margin-bottom: 4px;margin-left: auto;max-width: 100%;box-sizing: border-box;width: 0px;border-width: 4px;border-style: solid;border-color: rgb(192, 21, 21) rgb(192, 21, 21) transparent transparent;height: 0px;line-height: 0;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"  /></section><section style="max-width: 100%;box-sizing: border-box;border-bottom: 1px solid rgb(192, 21, 21);width: 16px;transform: rotate(45deg);transform-origin: right top;border-top-color: rgb(192, 21, 21);border-right-color: rgb(192, 21, 21);border-left-color: rgb(192, 21, 21);height: 0px;line-height: 0;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"  /></section></section><section style="max-width: 100%;box-sizing: border-box;clear: both;height: 0px;line-height: 0;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"  /></section></section><section style="padding-right: 10px;padding-left: 10px;max-width: 100%;box-sizing: border-box;border-left: 1px solid rgb(192, 21, 21);border-right: 1px solid rgb(192, 21, 21);border-top-color: rgb(192, 21, 21);border-bottom-color: rgb(192, 21, 21);overflow-wrap: break-word !important;"><section powered-by="gulangu" style="max-width: 100%;box-sizing: border-box;text-align: center;overflow-wrap: break-word !important;"><p style="margin: 5px 8px;max-width: 100%;box-sizing: border-box;min-height: 1em;font-size: 15px;text-align: left;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(171, 25, 66);box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;">官方投稿网址</strong></span>：http://www.planning.com.cn</span></p><section style="margin-right: 8px;margin-bottom: 5px;margin-left: 8px;max-width: 100%;box-sizing: border-box;font-size: 15px;text-align: left;min-height: 1em;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(171, 25, 66);box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;">微博</span></strong></span>：http://weibo.com/cityplanningreview</span></section><section style="margin-right: 8px;margin-bottom: 5px;margin-left: 8px;max-width: 100%;box-sizing: border-box;font-size: 15px;text-align: left;min-height: 1em;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(171, 25, 66);box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;">微信号</span></strong></span>：</span></section><section style="margin-right: 8px;margin-bottom: 5px;margin-left: 8px;max-width: 100%;box-sizing: border-box;font-size: 15px;text-align: left;min-height: 1em;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(171, 25, 66);box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;">电子期刊</span></strong></span>：App Store搜索“”(支持iPad下载)</span></section><section style="margin-right: 8px;margin-bottom: 5px;margin-left: 8px;max-width: 100%;box-sizing: border-box;font-size: 15px;text-align: left;min-height: 1em;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(171, 25, 66);box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;">国内统一刊号</span></strong></span>：CN 11-2378/TU</span></section><section style="margin-right: 8px;margin-bottom: 5px;margin-left: 8px;max-width: 100%;box-sizing: border-box;font-size: 15px;text-align: left;min-height: 1em;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 14px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(171, 25, 66);box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;">国际标准刊号</span></strong></span>：ISSN 1002-1329</span></section></section></section><section style="max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box;float: left;width: 16px;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box;border-bottom: 1px solid rgb(192, 21, 21);width: 16px;transform: rotate(45deg);transform-origin: left bottom;border-top-color: rgb(192, 21, 21);border-right-color: rgb(192, 21, 21);border-left-color: rgb(192, 21, 21);height: 0px;line-height: 0;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"  /></section><section style="margin-top: 4px;max-width: 100%;box-sizing: border-box;width: 0px;border-width: 4px;border-style: solid;border-color: transparent transparent rgb(192, 21, 21) rgb(192, 21, 21);height: 0px;line-height: 0;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"  /></section></section><section style="max-width: 100%;box-sizing: border-box;float: right;width: 16px;text-align: right;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box;border-bottom: 1px solid rgb(192, 21, 21);width: 16px;transform: rotate(-45deg);transform-origin: right bottom;border-top-color: rgb(192, 21, 21);border-right-color: rgb(192, 21, 21);border-left-color: rgb(192, 21, 21);height: 0px;line-height: 0;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"  /></section><section style="margin-top: 4px;margin-left: auto;max-width: 100%;box-sizing: border-box;width: 0px;border-width: 4px;border-style: solid;border-color: transparent rgb(192, 21, 21) rgb(192, 21, 21) transparent;height: 0px;line-height: 0;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"  /></section></section><section style="max-width: 100%;box-sizing: border-box;clear: both;height: 0px;line-height: 0;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"  /></section><section style="margin-top: -1px;padding-right: 12px;padding-left: 12px;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box;border-bottom: 1px solid rgb(192, 21, 21);border-top-color: rgb(192, 21, 21);border-right-color: rgb(192, 21, 21);border-left-color: rgb(192, 21, 21);height: 0px;line-height: 0;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"  /></section></section></section></section></section></section></section></section></section><p style="max-width: 100%;min-height: 1em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><img data-copyright="0" data-cropselx1="0" data-cropselx2="558" data-cropsely1="0" data-cropsely2="275" data-ratio="0.5255731922398589" data-s="300,640" data-type="jpeg" data-w="567" src="http://mmbiz.qpic.cn/mmbiz_png/SdNVtxmtcRiaRRGMYpf5IMDDYv7hrsYzbm1Qy3NypQme09sqSMlEUWG1vmPfwqSUtjvVM8SBic3ibtxZWav0XPyqw/640?wx_fmt=jpeg" style="letter-spacing: 0.544px;box-sizing: border-box !important;overflow-wrap: break-word !important;visibility: visible !important;width: 558px !important;"  /></p><p style="max-width: 100%;min-height: 1em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;letter-spacing: 0.544px;color: rgb(62, 62, 62);font-size: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(217, 33, 66);box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;letter-spacing: 0.544px;color: rgb(62, 62, 62);box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(217, 33, 66);box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;letter-spacing: 0.544px;color: rgb(62, 62, 62);box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(217, 33, 66);box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;letter-spacing: 0.544px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 15px;box-sizing: border-box !important;overflow-wrap: break-word !important;">关注、分享、在看与点赞，至少我要拥有一个吧~</span></strong></span><strong style="max-width: 100%;letter-spacing: 0.544px;color: rgb(62, 62, 62);box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(217, 33, 66);box-sizing: border-box !important;overflow-wrap: break-word !important;"><img data-ratio="1" data-type="png" data-w="20" width="20px" src="http://mmbiz.qpic.cn/mmbiz_png/SdNVtxmtcRiaJFLUlbXfibjg54O3pjJDnRYf7lfCu47bXg1ztShDVrvKZK69YMLpYSvIgoWWgwuSH1fndo4kAtXw/640?wx_fmt=png" style="letter-spacing: 0.544px;display: inline-block;vertical-align: text-bottom;box-sizing: border-box !important;overflow-wrap: break-word !important;visibility: visible !important;width: 20px !important;"  /></span></strong></span></strong></span></strong></span></strong></p></section></section>
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