LIU Yizhi,TIAN Jingwen,LU Xuan.Research on the Construction of Omni-channel Business Model of Agricultural Products in the New Retail Environment[J].Northern Horticulture,2021,(01):168-173.[doi:10.11937/bfyy.20201049]
新零售环境下农产品全渠道商业模式构建研究
- Title:
- Research on the Construction of Omni-channel Business Model of Agricultural Products in the New Retail Environment
- Keywords:
- new retailing; agricultural products; omni-channel; business model
- 文献标志码:
- A
- 摘要:
- 随着信息技术的快速发展，人们的生活方式与购物习惯均发生着显著变化，新零售、全渠道零售等新业态也应运而生。这些变化一方面拓展和丰富了农产品销售渠道，另一方面也冲击着农产品原有的商业模式。在这样的背景下，该研究基于奥斯特瓦德和皮尼厄（OSTERWALDER ＆ PIGNEUR）的商业模式构成要素理论，从价值主张、关键业务、核心资源、重要伙伴、成本结构、客户关系、渠道通路、客户细分和收入来源9个模块，深入探讨了农产品全渠道商业模式内涵，并在此基础上构建出农产品全渠道商业新模式，以期为农产品企业商业模式构建提供借鉴和参考。
- Abstract:
- With the rapid development of information technology,people′s lifestyle and shopping habits have change significantly,new retailing,omni-channel retailing and other new formats have emerged.On the one hand,these changes expanded and enriched the marketing channels of agricultural products,on the other hand,they also impacted on the original business model of agricultural products.In this context,based on OSTERWALDER & PIGNER′s business model elements theory,this study explored the connotation of agricultural products on the omni-channel business model from nine modules,value proposition,key business,core resources,important partners,cost structure,customer relationship,channels,customer segmentation and income source,and on this basis,constructed the omni channel business model of agricultural products.The new model was expected to provide reference for the construction of business model of agricultural products enterprises.
参考文献/References:
[1]潘冠男.A农产品企业全渠道零售模式构建研究[D].长春:吉林财经大学,2015.[2]OSTERWALDER A,PIGNEUR Y.Business model generation:A handbook for visionaries,game changers,and challengers[M].New York:John Wiley＆Sons,2010．[3]胡瑜杰.新零售背景下农产品流通现代化升级路径探析[J].商业经济研究,2018(11):131-133.[4]张超,王洋.“互联网+”时代农产品供应链的发展趋势与完善措施[J].农业经济,2019(2):121-123.[5]徐志闵.线上线下融合发展模式下农产品流通困境与对策[J].农业经济,2018(9):136-138.
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备注/Memo
第一作者简介：刘遗志（1982-），男，博士，副教授，硕士生导师，现主要从事农产品营销与品牌管理等研究工作。E-mail:liuyizhi528@126.com.收稿日期：2020-03-18