“互联网+”生鲜农产品供应链C2B商业模式的实现路径——基于拼好货的案例研究

Realization Route of C2B Business Model in “Internet Plus” Fresh Agricultural Product Supply Chain:A Case Study of Pinhaohuo

"互联网+"环境下生鲜农产品供应链商业模式创新的多样性决定了生鲜农产品供应链成员创新商业模式实现路径的复杂性,探索生鲜农产品供应链C2B商业模式的实现路径就成为亟待解决的关键性问题。本文以拼好货为例,通过扎根理论方法对收集的原始资料进行三级编码研究,分析得出生鲜农产品供应链C2B商业模式的实现路径包括产品与服务、供应链管理策略、市场营销策略、关键流程构建以及核心能力优化等因果关联的五大要素。在此基础上,从价值链角度构建了该类商业模式的实现路径。

The diversity and uncertainty of business model innovation in the fresh agricultural product supply chain determines the complexity of the innovation under the "Internet plus"environment. Therefore,exploring the realization route of the C2B business model in the fresh agricultural products supply chain becomes a key problem to be solved urgently. This paper takes an internet brand of"Pinhaohuo"as the example and uses the grounded theory to code,compare and refine the collected data,and then gradually refines concepts into the initial category,the main category and the core category. By analyzing the five key elements and the logical relationship of C2B business model innovation in the fresh agricultural product supply chain,this paper also tries to build the realization route of the innovation.