坚果行业内外双线并进的全产业链发展模式

Whole industry chain with internal and external double line development model of nut industry

文章从上游(研发、原料)、中游(物流、生产)、下游(渠道、营销)分析了传统休闲食品产业链的商业模式,并将全产业链发展模式与坚果行业相结合,更加侧重原料供应的可持续性、聚焦产业链柔性管理以及线下体验+线上销售的全渠道营销,形成以消费者为中心的反向链条模式。结果表明:全产业链发展模式下的坚果产业应在原料环节引进新品种、加强本地种植,在生产环节加强坚果品质监管与升级、尝试大规模定制以及打造坚果企业食品安全体系,并在销售环节实现全渠道同价、拓宽销售渠道,以此提升坚果产业核心竞争力。

This paper analyzes the business model of traditional leisure food industry chain from upstream(R&D,raw materials),midstream(logistics,production)and downstream(channel,marketing),and combines the whole industry chain development model with nut industry,focusing more on the sustainability of raw material supply,flexible management of industry chain and omni channel marketing of offline experience+online sales,to form a reverse chain mode with consumers as the center.The results showed that the nut industry under the whole industry chain development mode should introduce new varieties in the raw material link,strengthen the local planting,strengthen the supervision and upgrading of nut quality in the production link,try mass customization and build the food safety system of nut enterprises,and realize the same price in all channels and broaden the sales channels in the sales link,so as to enhance the core competitiveness of the nut industry.