场景驱动农业全产业链创新的理论逻辑与实践路径研究

The Theoretical Logic and Practice Path of Context-drivenAgricultural Whole Industry Chain Innovation

随着场景化要素在乡村振兴和农业发展中嵌入程度逐渐加深,农业全产业链创新发展迎来绝佳机遇,但场景驱动农业全产业链创新的机理和路径还不清晰,难以指导实践。探讨场景驱动农业全产业链创新的要素体系与理论逻辑,将数字经济背景下农业全产业链创新场景需求解析为生产端、营销端和服务端3个维度,归纳场景驱动农业全产业链创新的实践路径。通过3个典型案例分析,验证生产端、营销端和服务端场景需求驱动农业全产业链创新的实践路径,并概括农业全产业链创新的场景链结构。最后,基于生产端、营销端和服务端场景需求,提出场景驱动农业全产业链创新的实践启示。

With the deepening embedding of the digital economy in rural revitalization in recent years,data has become a new production factor and an important innovation driving force,as well as a core element in rural construction and agricultural development.In the digital economy,various contexts and tracks keep emerging,and it can be considered that the agricultural whole industry chain is gradually entering the context era.Therefore,it is difficult to achieve the complex and comprehensive strategic needs of rural revitalization and common prosperity by only adopting the agricultural innovation development model aiming at a single technology field or market demand,and more attention should be paid to the theoretical research and practical application of context-driven agricultural whole industry chain innovation.This study first explores the element system and theoretical logic of context-driven agricultural whole industry chain innovation based on the definition of agricultural whole industry chain by the Ministry of Agriculture and Rural Affairs.The context demand of agricultural whole industry chain innovation against the background of digital economy are analyzed into three dimensions:production,marketing and service.Second,the practical path of context-driven agricultural whole industry chain innovation is summarized.By analyzing three typical cases of Shunfeng Biotechnology,Adopt a Cow,and Yangjiale,the practical path of context-driven agricultural whole industry chain innovation in the production,marketing,and service dimensions is verified.Finally,the strategic logic of the intersection and integration of the theoretical fields of"context-driven innovation"and"agricultural whole industry chain innovation"is summarized as the context-chain structure of agricultural whole industry chain innovation.The results show that context-driven agricultural whole industry chain innovation needs to rely on four factors:agricultural context demand(antecedent factor),high-energy innovation consortia(main factor),digital innovation platform(digital factor),and diversified context value(consequence factor).The theoretical logic of context-driven agricultural whole industry chain innovation can be summarized as four sections:mission driven which refers to the traction effect of rural revitalization strategy,digital economy background,and customer context demand characteristics;context-driven which refers to context demand-driven effect of three dimensions including production,marketing and service;agricultural whole industry chain innovation process which refers to the process of decoupling and reconstructing various elements on high-level innovation consortia and digital innovation platform into a new value co-creation system,meeting customers'consumption expectations in specific time and space;innovative achievement application which refers to innovative behavior implementation of agricultural whole industry chain in three aspects of production technology,business model and service channel,so as to achieve diversified context value.The practical path of context-driven agricultural whole industry chain innovation includes five steps:context demand analysis,context task design,context-driven innovation resource allocation,agricultural whole industry chain innovative behavior implementation and diversified context value realization.The main contribution with this study is its focus on the theoretical logic and practice path of context-driven agricultural whole industry chain innovation.By analyzing the case studies of three typical enterprises,it exemplifies the practical forms of agricultural whole industry chain innovation driven by the demand for production,marketing,and service context.The analysis results help to construct an overall theoretical framework for context-driven agricultural whole industry chain innovation,making exploratory attempts for the research on national strategic needs,agricultural industry chain development needs,and major market demand context-driven agricultural whole industry chain innovation.The findings provide practical inspiration for strengthening the autonomy,security,and controllability of the agricultural whole industry chain,and building agricultural whole industry chain resilience.In the context-driven era,the innovation of the whole agricultural industry chain focuses on the logic of context-value co-creation.In the future,with the continuous enrichment of context elements and the improvement of their functions,especially with the popularity of technological application,the connotation and extension of context value in the whole agricultural industry chain will continue to extend,and more types of value co-creation logic will be generated to meet customer consumption expectations in a broader spatio-temporal dimension,which helps to achieve the goals of rural revitalization and common prosperity.