共享经营模式探讨:“单一化”还是“多元化”——基于万家田园与青峰岭共享农场的双案例比较研究

Discussion on the Mode of Share Operation:“Single”or“Diversified”——A Double-case Comparison Study of Wanjia Agricultural Garden and Qingfengling Shared Farm,

共享型服务正适应人们消费方式的转变,加速向生活需求领域渗透,同时促进我国消费升级。将消费者吸引到农场参与农产品种植与收获活动的共享农场已成为共享经济领域的新兴业态。基于对万家田园和青峰岭共享农场的实地调研和双案例比较,探讨共享农场“单一化”和“多元化”的经营模式。结合权变理论的相关观点并联系共享农场的实际运作提出针对共享农场内外部环境的VTES理论框架,分析造成经营模式差异化的原因。结果表明,两种共享农场经营模式在共享内容、盈利模式、产品流通以及战略规划方面存在显著的差异,而经营理念、技术条件、环境特点以及农场规模是影响共享农场选择不同经营模式的主要因素。共享农场宜根据自身条件和内外部环境来选择适合的发展模式。

To adapt to the change of people's consumption concept,shared service is accelerating the penetration into the field of life demand,and has become an important force to promote the upgrading of consumption in China.The sharing farm,which attracts consumers to the farm to participate in the planting and harvesting of agricultural products,has become a new format in the field of sharing economy.This paper discusses the“Single”or“Diversified”business mode of shared farm,based on field investigations and data collection of Wanjia Agricultural Garden and Qingfengling Shared Farm.Combined with the relevant viewpoints of contingency theory and the actual operation of shared farm,this paper proposes a VTES analysis framework for the internal and external environment of shared farm,and analyzes the reasons for the differentiation of business modes.It is found that there are significant differences between the two shared farm business modes in terms of shared content,profit model,product distribution,and strategic planning.Environmental characteristics,technical conditions,farm size,and the value are the main factors affecting the selection of different business modes of shared farms.Therefore,the shared farm should choose the appropriate development mode according to its own conditions and internal and external environment.