中小型果品企业商业模式选择机制及启示——以张家港市万家乐果品有限公司为例

Selection Mechanism of Business Model for Small and Medium Sized Fruit Enterprises and Its Enlightenment——A Case Study of Wanjiale Fruit Company in Zhangjiagang City

我国果品企业普遍存在规模较小、资源有限的特征,具有天然的弱质性。张家港市万家乐果品有限公司作为中小型果品企业的一个典型代表,利用其完善的商业模式有效地回避了自身的劣势,集中资源和能力为特定客户提供优质的梨果产品,在当地果品市场上获得了经济和社会的双重效益。中小型果品企业为避免退出市场并获得成功,可以选择识别和开发当地的"利基"市场,并将特定客户的需求和产品供给进行匹配。通过案例分析,为具备条件的中小型果品企业的商业模式选择提供了思路。

Fruit enterprises in China were generally small scale and limited resources. Wanjiale Fruit Company as a typical representative of these enterprises ,uses its perfect business model to effectively avoid its disadvantages, and provides quality products for specific customer pear, obtains both economy benefits and social results in the local fruit market. We discussed the selection mechanism of business model of small and medium sized fruit enterprises, this type of enterprises could choose to identify and develop local ＂niche＂ markets and match specific customer needs and product supply to avoid being eliminated. Through the case analysis, the study provided a thinking of model selection mechanism to the enterprises which meet the conditions referred in this paper.