扶贫背景下偏远地区特色农产品在线商业模式研究

Research on Online Business Model of Featured Agricultural Products in Remote Areas——Under the Background of Poverty Alleviation

在脱贫攻坚的过程中,某些偏远地区的贫困与其丰富的优质特色农产品资源相比较,是不相称的。文章以商业模式理论研究偏远地区特色农产品产销情况,以魏朱六要素模型对现存产销模式进行反思,分析产业链条上的利益相关者,梳理各利益相关者的资源和诉求;并结合现存产销模式存在的不足,尝试通过引入具有社会责任和扶贫情怀的企业,创新和优化商业模式,以盘活贫困地区资源,转变贫困人口观念,助力脱贫攻坚工作。通过研究,我们认为,具有特色农产品资源的偏远地区可以通过商业模式创新助力脱贫攻坚;通过打造文化IP,对接移动互联网直播营销,依托网络社群孵化爆款单品,可以提升偏远地区特色农产品的附加价值。

In the process of poverty alleviation,the poverty in some remote areas is not commensurate with the rich resources of high-quality and featured agricultural products.Based on the theory of business model,this paper studies the production and marketing of characteristic agricultural products in remote areas,examines the existing production and marketing mode based on the Wei-Zhu’s six-element business model,analyzes the stakeholders in the industrial chain,and sorts out the resources and demands of each stakeholder.Combined with the shortcomings of the existing production and marketing model,it tries to introduce enterprises with social responsibility and poverty alleviation sentiment,innovate and optimize the business model,so as to invigorate the resources of poor areas,educate the population and help poverty alleviation.Based on the results above,we believe that remote areas with characteristic agricultural products resources can help alleviate poverty through business model innovation.By creating cultural IP,jointing with mobile Internet live stream,and relying on the network community to create burst selling products,the added value of special agricultural products in remote areas can be enhanced.