新零售环境下农产品全渠道商业模式构建研究

Research on the Construction of Omni-channel Business Model of Agricultural Products in the New Retail Environment

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。

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.