Challenges in implementing the rural revitalization strategy (Chinese example)

. Now we are entering a new era, and the work of agriculture, rural areas and farmers has entered a new period of historical development. The rural revitalization strategy was for the first time taken as an important strategy for building a modern country. However, the rural vitalization strategy is a systematic project and a long-term task. The implementation of the rural vitalization strategy should be based on the actual situation of the countryside. At present, the main problems in rural areas are the difficulties and challenges in the process of implementing the rural revitalization strategy. The study is based on the experience of rural revitalization in China. The authors considered the problems and challenges of industrial development in relation to the environmental needs of sustainable development, environmental pollution, excessive anthropogenic pressures, and the formation of a culture of resource use. As a result of the study, the thesis is substantiated that it is necessary to further implement the rural revitalization strategy, the continuous implementation of policies favourable to agriculture, the constant improvement of relevant laws, the constant investment of funds and the constant return of talents, then and only then the industrial environment, habitat, ecological and cultural environment will be improved.


Problems and challenges of industrial prosperity 1.The environment for industrial development needs to be optimized
The development environment of rural industry mainly includes internal and external aspects, one is the external policy and legal environment, the other is the internal rural development environment, including not only the "hardware" aspects such as infrastructure, but also the "software" aspects such as the rural development culture environment [1].
Inadequate legal and policy systems. Top-level design and legislation need to be strengthened. After more than 40 years of reform and opening up, the rural relevant system framework and legal system have been basically established, but with the development of the economy, there have been many changes in the countryside, especially in the new era, to advocate agricultural and rural priority development, rural revitalization, the emergence of new conditions and new problems have brought about new requirements for the existing policy and law [2,3]. In terms of industry prosperity, there is no corresponding industry promotion law. The identification and guidance of industrial management entities need corresponding legal norms, and the basic management system, land system, agricultural support and protection system and agricultural insurance system need to be further improved. In the area of regional industrial development and market coordination, the lack of a unified coordination mechanism, resulting in the industrial pattern is not perfect. Inadequate legislation on rural market rules and production mechanisms. Due to the absence of laws, the local market in rural areas is in disorder, the environment is bad, and the rural ecology is destroyed. The market order is not sound, there is hardly any market access and exit mechanism, the organization and coordination is low, the one-off trading and fake and shoddy products are filled, the rural market is in urgent need of regulation; The standardization of production is not perfect, and the rules of farmers' production are weak. Migrant workers burn straw and abuse strong pesticides and fertilizers for temporary convenience, resulting in the decline of rural land fertility and deterioration of soil quality. The extensive management mode will make profits in the short term, which is not conducive to the sustainable development of agriculture and countryside.
The attraction of rural cultural environment and infrastructure is weak. The inherent cultural environment in rural areas has been broken and the new cultural environment has not yet been formed [4]. First of all, the market contract consciousness is weak and the ability to adapt to the modern market economy is insufficient. Since ancient times, the imperial power has not been to the countryside, and the rural maintenance is mainly moral and ethical. After the founding of new China, the rural autonomy system implemented by our country, the rural governance is mainly under the guidance of "Organization Law of the village Committee of the People's Republic of China", the villagers' internal formulate "village rule covenant" and "villager autonomy constitution". Although the legal thoughts are constantly in-depth, However, farmers have a general understanding of felonies such as criminal crimes, and little knowledge of laws in the economic field. In addition, the rural market is not developed properly, farmers' participation in the market is shallow, farmers' consciousness of market contract is weak, and farmers' ability to adapt to the modern market economy is insufficient, which is not conducive to the development of rural industry under the market economy condition. Then, vicious competition for short -term gain consciousness is strong, lack of cooperation long-term consciousness. For a long time, the decentralized management and the lack of awareness of industrial cooperation within the rural areas, once someone gets a higher income through a certain industry, it will set off a rush of imitation. In the absence of external guidance and integration, vicious competition is easy to occur, and it is not easy to form industrial alliance, unified production and management, and brand building. Finally, the weak awareness of environmental protection destroys the rural ecology for industrial development. Due to the limited rural development for a long time, poverty is the number one problem in the minds of farmers. The beautiful environment has always been one of the advantages of rural areas in the minds of farmers. However, with the development of economy, garbage and harmful substances produced in the process of production and living in rural areas have begun to pollute the rural environment, but the awareness of environmental protection has not been really established. Therefore, in the process of production to economic interests as the first orientation, can not adapt to the new concept of development, promote the development of rural industry.
Rural infrastructure needs urgent improvement. Industrial prosperity requires not only the strengthening of agriculture, but also the introduction of industries and projects [5]. Through industrial cooperation between urban and rural areas, we can promote the integrated development of urban and rural areas, and promote the strong primary production, excellent secondary production and efficient three production in rural areas. However, urban industries and projects will give priority to the cost of their own development in the selection of development areas. Rural warehouse storage, network coverage, transportation and other infrastructure is relatively weak, and rural industries are relatively single, the development of secondary and tertiary industries lag behind, and the corresponding supporting industries are not perfect, which is an important obstacle affecting the development of rural industries. Although the basic establishment of "village access" road, convenient for people to travel, but the carrying capacity of rural roads is limited, unable to cope with large-scale logistics and transportation, transportation costs are high. Once the product transportation is unfavourable, it is necessary to have good storage conditions to ensure the quality of the product. At present, the storage conditions of rural warehouses do not solve the problems that may be caused by inconvenient transportation. In addition, although the e-commerce into the village is gradually promoted, but the rural network construction and the development of ecommerce platform still have a long way to go.

Industrial prosperity is trapped in factor bottleneck
Industrial development manpower shortage. The shortage of human resources for the development of rural industries is mainly manifested in two aspects. The first aspect is that the total quantity of high-quality labour force is insufficient and the structure is unbalanced. There are too many people who can complete simple agricultural production, and there are not enough new professional farmers who have the thinking of industrial development and play a leading role. On the other hand, it shows that the organization and enthusiasm of rural industrial talents are low, and they fail to give full play to their role. Under the long-term dual system, the development of cities is far superior to that of rural areas, and the attraction is greater than rural areas [6]. In addition, there are fewer endogenous talents in rural areas, and the talent management mechanism is still in the exploratory stage. Under the effect of push and pull, the rural young and middle-aged labour force is in large numbers, and all kinds of professional talents are constantly lost. According to the 2017 Monitoring survey report on Migrant Workers by the National Bureau of Statistics, the total number of migrant workers reached 286.52 million in 2017, an increase of 4.81 million over the previous year. Among them, according to statistics from relevant departments, there were only 5.791 million practical rural talents, accounting for only 0.6% of the total agricultural population in China.
The key to the prosperity of rural industry is the prosperity of people, as long as the talent is prosperous, capital and industry will naturally follow. The prosperity of rural industry, whether it is the new rural sages, family farms, all kinds of professional cooperatives, leading enterprises, in the final analysis, all need the operation of people. Therefore, the shortage of labor force for the prosperity of rural industry and the shortage of leading talents are the primary reasons for the slow development of rural industry. The organization and enthusiasm of rural talents are low. At present, the household contract responsibility system is implemented in the countryside, and the farmers are separately dispersed. Because the growth and planning mechanism of the practical talents in rural areas is still not perfect, the practical talents in rural areas are "independent" and the agglomeration is insufficient, not only their own value is not realized to the maximum extent, but also their agglomeration effect is not fully played. It also plays a very limited role in solving the problems of "agriculture, rural areas and farmers" and implementing the strategy of rural revitalization. Some practical talents in rural areas have "unclean motives". They take rural areas as the buffer zone of fierce competition in urban areas and choose to be village officials or go back home to start their own businesses. They just use this as a springboard to accumulate grassroots "work experience".
Industrial land cannot be effectively guaranteed. Industrial land cannot be effectively guaranteed mainly in two aspects: on the one hand, it is difficult to centralize land transfer; on the other hand, it is difficult to maintain land transfer due to the problem of interest distribution. Centralized land transfer is difficult. At present, the agricultural industry is booming and the demand for land is great, but there are many difficulties in the process of promoting land transfer. Extensive management of rural land has seriously damaged land fertility, seriously polluted land for production of household garbage, and old house bases have been abandoned, resulting in insufficient demand and waste of rural land and hindering the orderly transfer of land [7]. Farmers have a strong sense of anxiety, especially those who work at home. As land is the main source of their income, they will not easily contract out the land. There are also some villagers who speculate. Land circulation is difficult to maintain. On the basis of centralized land transfer, it is inevitable to carry out intensive and professional land cultivation, so that the profit will be improved compared with dispersed smallholder operation. Once the profit distribution brought by intensive land management fails to meet farmers' expectations, farmers' enthusiasm to participate in land transfer will inevitably decrease. Due to farmers' weak market and legal thinking, it is easy for a large number of farmers to default and even destroy the intensive management of land transfer through various ways.
Industrial fund raising and use efficiency is low. Fund-raising is difficult. In recent years, with the implementation of the rural revitalization strategy, the state has increased the financial support for rural industry poverty alleviation, industrial integration and other aspects, and the discount or even interest-free agricultural loans have been increasing year by year. However, there is still a large gap with the funds needed for the development of rural industries, and the shortage of funds is still the primary stumbling block for the development of rural industries [8]. The supply and demand of financial products are unbalanced, and the agricultural loans are mainly short-term micro-credit. Although it can meet the small-scale production of households, the rural industry boom inevitably requires the moderate scale development of rural industry, and the development of rural industry needs more loans, large industrial input, a longer income cycle, and less large long-term loans, so the financial products cannot meet the needs of the current industrial development. The financing methods are not perfect. Bank loans are the main financing methods for agriculture-related funds, while direct financing is still less. Social funds enter rural development slowly. Inefficient use of funds. In the process of promoting the development of rural industries, in order to pursue political performance and assessment, the grass-roots leaders in some areas, without professional demonstration, choose the industries with advantages, blindly seek perfection, and increase the types of industries. Although they invest a lot of funds, the industrial benefits are low, resulting in the low utilization efficiency of rural industry funds. The construction of industrial development system is not perfect, especially the lagging development of agricultural insurance system, which is not only unfavourable to the development of rural industries, but also aggravates the conservative investment concept of farmers and fails to stimulate the vitality of rural industrial funds.

Problems and challenges of ecological liability 2.1 Village production and living pollution
The production and living environment in rural areas is an important factor related to rural development and farmers' health [9]. In the farmers' weak environmental awareness, rural environmental management system is not perfect, extensive agricultural growth mode and other factors under the influence of the agricultural environmental pollution problem, rural living garbage is increasing day by day and cannot be properly dealt with, these disadvantages not only affect the "external beautiful" image of the countryside in our country, but also harm the health of farmers.
From the perspective of infrastructure construction, the infrastructure construction of ecologically liveable townships is not in place, only on the surface, focusing on road construction, the completion of the water and electricity supply system, as well as the aboveground construction of street lights, housing construction and renovation, and not paying enough attention to the inner development of ecologically liveable villages, and paying insufficient attention to underground work such as the construction of garbage and sewage treatment facilities. It can't go deep into the interior of rural environmental problems to solve problems, so it can't form a long-term and effective infrastructure construction mode [10].
From the perspective of supervision and management, there is a shortage of funds for rural development and a problem of light supervision in the mind of reconstruction. As a result, the current process of rural governance is slow and difficult, and the problem of pollution rebound after control is prominent. The lack of environmental protection awareness and improper environmental protection behaviours are relatively common. The systematic supervision system and the lack of grassroots supervision bodies make the low level of village infrastructure service, rural domestic sewage pollution, production pollution and other problems become major problems restricting rural development. The lack of a sound supervision system inevitably leads to the phenomenon that the rural environment is not maintained for a long time, the effect of sewage treatment is not obvious and even secondary pollution.
From the level of environmental awareness, our farmers environmental awareness is weak at present. In the vast rural areas, the environment is characterized by exclusivity and private enjoyment, and the users of public resources tend to have the idea and behaviour of "free riding", making excessive use of public facilities and resources. The villagers have not realized that the long-term behaviour pattern will cause a negative impact on the environment and public resources, which can not be ignored, and directly form the "tragedy of the Commons". In daily life, due to the imperfect infrastructure, villagers still used to discharge sewage directly on the surface. In the process of agricultural production, the intensity of fertilizer and pesticide use has increased, which directly leads to the serious pollution of soil and water.

Overuse and waste of resources
Ecological progress is closely related to the development and utilization of natural resources. Natural resources refer to the sum of natural existence, useful use and natural environmental factors, which is the material basis of ecological civilization construction, including land resources, water resources, mineral resources, biological resources and climatic resources. As the main area of farmers' life and ecological conservation area, the construction of ecologically liveable countryside is of great significance to the protection and efficient utilization of natural resources. In particular, water resources and land resources play an irreplaceable role in agricultural production, farmers' livelihood and rural development [11].
Affected by the dramatic increases of the population and the waste of water resource, the available fresh water resources in our country are seriously lacking. Adequate water resources are the prerequisite for the smooth development of agricultural production activities and the guarantee of farmers' normal life. In the specific production and living activities, farmers' consciousness of saving water is weak, and the related water system is not perfect, which leads to the excessive consumption of rural water resources. Water pollution caused by agricultural production and animal manure affects the quality of rural water resources. The unreasonable use of water resources has become an important factor restricting the development of rural areas.
Land resources are important resources for rural development. In ancient times, the development level of a certain region was mainly affected by land resources. Abundant land resources, high grain yield and large population drove the rapid development of the region. "Suhu Lake is familiar with the whole world" fully explained the important value of land resources for economic development. The limitation of rural development in China has seriously weakened the quality of land resources. Deforestation and land reclamation have caused serious soil erosion and desertification. The over-utilization of cultivated land planting mode and unscientific crop selection have not only affected crop yield but also reduced soil fertility.

Unreasonable rural layout planning
Unscientific planning, backward management, waste of resources and loss of excellent traditional culture are the problems that need to be paid attention to in the process of rural human settlement environment construction [12]. Compared with urban planning and construction, the government pays little attention to village planning, which is far from meeting the actual construction requirements. The theory dislocation and policy absence lead to a series of problems in the improvement of rural living environment, the most prominent is the construction problem. As the speed of planning cannot catch up with the speed of construction, the final result is the chaotic layout of the village planning, the construction mode is the same, can not integrate into the cultural characteristics, highlight the regional characteristics, the implementation and control of the planning is not in place, and the overall state of disorder.
At present, there are a lot of idle land in rural areas, which leads to the low utilization rate of rural land. Due to the lack of perfect planning, the construction and development of villages are full of disorder and randomness, and the planned villages are not enough to implement the relevant policies. All these are important reasons for the unreasonable use of rural land. There is no complete overall village planning for residential construction, residential buildings are randomly selected and scattered in layout, and some residential buildings are built along the road for the convenience of transportation. Too many old houses are idle, which damages the overall appearance of the village and is not conducive to the rational use of rural land. Moreover, due to inadequate supervision, farmers' residences are wantonly expanded, and the overall construction quality is uneven and lack of beauty.
Generally speaking, the planning problems of ecologically liveable countryside are reflected in the following two aspects: first, there is no overall and long-term planning and design. Second, the homogeneity of the planning layout is obvious, the loss of rural essence, the architectural style is copied, and the construction results do not meet the needs of farmers.

Shallow green consciousness of farmers
We should "give greater prominence to promoting the formation of a green development model and way of life", and point out in the report to the 19th National Congress that "we should develop a green development model and way of life, and firmly follow the path of civilized development featuring increased production, a prosperous life and a sound ecological environment". Thus, to achieve the healthy development of rural areas, it is imperative to form a green way of production and life [13]. In the concrete activities of rural development, the green behaviour pattern is still not paid attention to by farmers. In agricultural production activities, farmers blindly pursue quantity and ignore the quality of agricultural products. At the same time, driven by profits, they often choose cheap and highly toxic pesticides, resulting in serious environmental pollution. At present, the rural consumption behaviour is influenced greatly by tradition and does not conform to the requirements of the green consumption concept. One side of housing consumption is to pursue the housing ownership rate, pursue the large volume, ignore the environmental quality and housing function of housing. In terms of medical and health care, farmers will always adhere to the "minor illness, serious illness to the hospital, the terminal illness to the home" consumption concept, forget the significance of health; The crowding out effect of Chinese custom on normal consumption and so on. It will be a long and arduous project to discuss the formation of green consumption pattern in rural areas by analysing the basic living consumption in rural areas.

The development of rural cultural inheritance has been hindered
The hindrance of rural cultural inheritance and development is mainly manifested in two aspects: the construction of rural public culture needs to be improved and the development of farming culture lacks guarantee.
As the main means of rural cultural inheritance and development, the low-level supply of public cultural construction is the main reason for the "internal integration" of rural public cultural development, which is mainly manifested in the following aspects: first, the rural public cultural supply is more modern than traditional, which makes the development of rural public culture unbalanced [14]. Under the urban-rural dual culture development structure, the development of public culture in the countryside lags behind that in the city. At the same time, in the process of urbanization, the state guides the villages to realize centralized residence by removing villages and living together, which gradually reduces the number of villages with ethnic characteristics and cultural implications, directly imparts urban culture and foreign culture into rural society, and gives rise to a trend of unbalanced development between urban culture representing modernity and rural culture representing tradition. Second, rural public culture supply is heavy in form and light in content, which makes the development of rural public culture inefficient. Rural public cultural supply attaches more importance to the improvement of rural cultural hardware facilities, while weakening the construction of village rules, rural customs and other soft content, thus ignoring the cultural governance of old customs and bad customs. At the same time, although the standardized supply of public cultural facilities is concentrated through the rural cultural benefit project operated by the project system to meet the basic needs of farmers' public cultural life, due to the homogeneity of the content of the supply, the fragmentation of the main body and the monotonous way of the supply, the response speed to the changes of farmers' demands is slow, and there are a lot of structural contradictions between supply and demand that do not match the cultural needs of farmers. Problems such as access barriers, misallocation and low utilization rate of public cultural products are generated, which lead to low actual operation effectiveness of rural cultural benefit projects. Third, rural public culture supply is heavy on construction, light management, so that rural public culture development disorder. Generally speaking, the management and service capacity of rural public cultural infrastructure is weak, the setting and use of rural public cultural service projects and function rooms are not flexible, and the normal consultation and feedback mechanism of farmers is not perfect. The management of rural grassroots public cultural service centres is not standardized, and the lack of professional public cultural service management personnel; The government's supervision and management of the village cultural activity room and rural library are absent. Government functional departments and all kinds of cultural institutions, non-profit cultural enterprises, news media, farmers and so on have not formed a supervision force, the lack of multi-party participation of social supervision mechanism. On the other hand, farming culture is an important part of rural culture inheritance and development. The lack of ideological and institutional guarantee is the main obstacle to the inheritance and development of farming culture. In real life, farmers, social operators and the government have certain cognitive limitations in the process of inheriting farming culture, which makes the development of farming culture lack of ideological guarantee. First, most farmers have "collective amnesia" of the farming culture, and there is a blank understanding of the basic connotation and value of the farming culture. They no longer follow the traditional rituals of ancestor worship, festivals, weddings and funerals, etc., which leads to the identity crisis of the farming culture, let alone the responsibility and obligation to inherit and protect the farming culture. The second is the low level of social operators' understanding of the value of farming culture. Some social operators only see the short-term economic value of farming culture, blindly follow the trend driven by market interests, constantly repeat low-level or even unreasonable development behaviours, and are resistant to sustainable development projects that require long-term investment of human and financial resources. Third, as the responsible person and manager of farming culture, most of the government believes that the achievements of industrial prosperity can be measured by data and indicators, and the results can be achieved quickly. Therefore, the government should give priority to development. However, the protection and inheritance of farming culture has a long investment cycle, and the effect is not obvious, so it needs to be developed later.
The development of farming culture lacks institutional guarantee. First, in the legal system, we have not formulated laws or regulations on the protection of agricultural cultural heritage. The government has not made clear provisions on the name of protected heritage areas, protection methods and funding sources, and the protection laws and systems are still not perfect. For farmers, the existing law clearly stipulates that farmers enjoy cultural rights do not make detailed provisions on the inheritance and utilization of agricultural culture rights and interests; In reality, the inheritors' right to inherit, right to get help, right to develop, right to perform and other rights lack corresponding protection, which seriously hinders farmers' protection and utilization of farming culture. Second, in terms of management system, the protection rights and responsibilities of relevant government functional departments are vague, and there is a lack of specialized supervision organizations for the development of farming culture, which leads to repeated prohibitions of excessive exploitation in the market. At the same time, all departments within the government have not formed a unified agricultural culture protection and management mechanism, and there is a lack of effective communication and coordination mechanism within all departments of the government and between the government and social subjects. For example, in the selection activities of "Chinese Historical and Cultural Villages" sponsored by the Ministry of Construction and the State Administration of Cultural Heritage, and the intangible cultural heritage work supervised by the Ministry of Culture, many related contents of farming cultural heritage are involved, but few agricultural departments or universities participate. The functional departments of the government and various cultural institutions, non-profit cultural enterprises, non-governmental organizations in the field of heritage protection, news media, farmers and so on have not formed a joint force, and there is a lack of multi-party participation mechanism. Third, in terms of protection methods, there is often a lack of comprehensive systematic planning, unable to effectively protect and inherit farming culture. Most of them adopt low level protection methods such as cultural relic specimen type, document type, audio and video data type and planting resource type, while the higher-level protection methods such as park display type, industrial development type and ecological culture system type are not applied enough.

Unbalanced development of rural cultural ecology
The modernity factor has been penetrating into the traditional rural society, especially in the "three districts and three states" area, the agricultural natural disasters are frequent, the geographical location is remote, the resources are scarce, the contradiction between ecological protection and modern economic development is more prominent. If farmers cannot be effectively guided to develop scientific and technological agriculture or nonagricultural industries, it will increase the ecological burden of the ecologically fragile areas. However, most of the farmers in these remote rural areas do not have a strong awareness of ecological and environmental protection, let alone the practical ability to develop green organic agriculture, cultural and tourism industry according to the market demand. For a long time, rural public health infrastructure is not perfect, it is difficult to lay sewer pipes and popularize sanitary toilets, and rural living environment governance level is relatively low, which objectively makes it impossible for farmers to timely and conveniently deal with production and household waste. Some farmers living in the polluted natural environment for a long time are not only prone to depression, harmful to health, but also virtually corrupt rural environmental ethics, resulting in the breeding of bad behaviour. In the face of the unreasonable living environment quality gap between urban and rural areas, "escaping" from the countryside has become the inner idea of most farmers. Some farmers do not regard rural construction as their due responsibility and obligation as before, but think it is only the responsibility of the government, which directly results in the low participation of the masses in the practice activities of human settlement environment improvement. The root of mental illness that pollutes rural natural ecological environment cannot be fundamentally removed.
On the other hand, the continuous optimization of rural humanistic ecological environment has a profound impact on the purification of farmers' inner world and the cultivation of farmers' modern life concept. However, under the impact of the rationalized value concept of modern market economy, the traditional rural humanistic ecological environment is carrying the cloak of "marketization". In the process of urbanization, rural traditional culture has been quietly soaked by urban culture and Western culture. The invasion of rural and urban culture is more embodied in material culture, without a trace of local life temperature. The concept is the most unshaken part of the cultural structure. Therefore, some rural areas present a humanistic ecological environment in which modern democracy and rule of law are interwoven with traditional clan ideas, and western consumerism and frugal and simple life coexist. In the constant game between the old and new cultures, the country did not establish new values and systems in the countryside in time, and farmers themselves could not resist the strong impact of negative external cultural factors. Due to the lack of firm and mature values in their hearts, some farmers failed to adhere to the traditional ethical constraints of self-restraint and propriety, the value orientation of being diligent and thrifty, and the behavioural norms of valuing justice over profit. Instead, during the rural cultural transformation, they gradually took the concepts of money worship and profit pursuit and extreme individualism as the new norms to guide their own behaviours, and failed to properly deal with the relationship between themselves and the humanistic ecological environment. The development of rural humanistic ecological environment is unbalanced. Therefore, under the dual situation that the old value norms in rural areas are out of order and the modern value concept is difficult to take root in the hearts of farmers, some undesirable modern culture takes the opportunity to occupy the position of rural culture, and the rural traditional ethics and moral system is faced with the risk of being gradually disintegrated, and the undesirable social practices such as high bride price and extravagance breed in large numbers.
Although China's national conditions are complex, the level of agricultural development in different provinces is quite different, and there are different problems [15]. However, we believe that with the further implementation of the rural revitalization strategy, the continuous implementation of favourable policies for agriculture, the continuous improvement of relevant laws, the continuous investment of funds and the continuous return of talents, the industrial environment, living environment, ecological environment, cultural environment and governance environment of agricultural villages will be improved. Rural revitalization in all provinces will gradually begin, rural prosperity will emerge one after another, and the goal of common prosperity will be achieved as scheduled.