“互联网+”模式下旅游农业商业模式创新方向分析

Analysis of the Innovation Direction of the Business Mode of Tourism Agriculture Under the"Internet+"Mode

旅游农业是旅游业和农业高度耦合的产物,是既非农业也非旅游业的一种全新的产业形态。目前,我国的旅游农业还存在产品缺乏特色、碎片化发展、经营过于低端、宣传力度不够等问题,这些问题在一定程度上可以通过利用互联网的优势对旅游农业商业模式进行创新来加以解决。论文以“互联网+”为背景,利用商业九宫格模型来对旅游农业商业模式进行分析,从价值主张、目标消费群体、客户关系、分销渠道、资源配置、合作伙伴网络、盈利模式九个方面寻找创新方向,力求为旅游农业的良性发展提供有益的参考与帮助。

Tourism agriculture is the product of highly coupling between tourism and agriculture,and it is a new industrial form which is neither agriculture nor tourism.At present,there are still some problems in China's tourism agriculture,such as lack of characteristics,fragmented development,low-end operation,insufficient publicity and so on.To a certain extent,these problems can be solved by using the advantages of the internet to innovate the business mode of tourism agriculture.Based on the"internet+",this paper analyzes the business mode of tourism agriculture by using the commercial nine palace mode,and seeks innovative direction from nine aspects,namely,value proposition,target consumer group,customer relationship,distribution channel,resource allocation,partner network and profit mode,so as to provide useful reference and help for the healthy development of tourism agriculture.