Abstract:

After the construction of beautiful countryside, “who will operate” has become an important issue in the new era of rural construction. In Yuhang District, Zhejiang Province, a rural professional manager system has been created to solve the problem of rural operation, and a wealth of practical experience has been formed after years of exploration. In the present study, a combination of semi-structured interviews and rooted theory was employed, 15 rural professional managers in Yuhang District were selected as the research subjects, and how the rural professional managers effectively empowered rural operation was qualitatively analyzed. The study revealed the five key elements for rural professional managers, which effectively contributed to rural operation, in order of influence as the innovative operation concepts and techniques, coordinating the participation of multiple subjects, obtaining government support, personal competence, and innate resource endowment of villages. In order to promote rural operation more effectively and deepen Zhejiang’s “Green Rural Revival Program”, it was recommended to strengthen and promote the endogenous attraction of villages to professionals, enhance the national resource acquisition power of rural operation talents, improve the development power of rural industries, utilize the new productivity of digital intelligence and technology, and hire professionals to do professional work.

Key words: rural operation, revitalization of rural talents, rural professional manager