This study compared the effects of three cultivation modes,open-field cultivation,protected cultivation,and integrated water and fertilizer management in protected cultivation on the growth and fruit quality of Myrica rubra. The results showed that the new shoot length of Myrica rubra under both integrated water and fertilizer management in protected cultivation and protected cultivation were significantly(p<0.05)increased than that under open-field cultivation,with the increases of 37.87% and 29.81%,respectively. Integrated water and fertilizer management in protected cultivation contributed to improvements in leaf area,significantly increasing by 6.65% compared with open-field cultivation,while the relative chlorophyll content increased by 5.87%. Under integrated water and fertilizer management in protected cultivation,single fruit weight,fruit hardness,and contents of soluble solids,vitamin C,flavonoids,total amino acids,and total sugar reached 13.57 g,2.78 kg·cm-2,12.87%,1.58 mg·g-1,1.29 mg·g-1,18.39 mg·g-1 and 90.26 mg·g-1,respectively,which were significantly higher than those under open-field cultivation. This study demonstrated that integrated water and fertilizer management in protected cultivation not only promotes the growth of Myrica rubra but also significantly enhances fruit quality,indicating broad application prospects for future protected cultivation of Myrica rubra.