商业模式创新、中介重构效应与农产品上行——基于赶街的案例研究

Business Model Innovation,Intermediary Restructuring Effect and Agricultural Marketing from Rural to Urban Areas:A Case Study Based on GanJie

农产品上行对推动国内国际双循环、助力乡村振兴具有重要意义,但农产品上行难问题在当今互联网时代依然悬而未决。现有的研究大多强调互联网在虚拟空间去中介化带来的信息优势,却忽略了物理空间的再中介化在连接城乡市场中的重要性。本文通过对农产品上行的典型企业赶街的案例研究,提出了中介重构的概念,并揭示了基于商业模式创新产生中介重构效应进而解决农产品上行困境的机理和路径。研究发现,通过“数字网络+服务体系+关系嵌入”的商业模式创新,能够有效实现信息和流通渠道的去中介以及空间地理和社会关系的再中介,打破了农产品上行中的信息壁垒,调动了农村社会资源,完善了农产品流通渠道,突破了基础设施限制,从而有效缓解了农产品上行困境。本文从中介重构视角深化和拓展了商业模式创新理论,为涉农企业破解农产品上行困境提供了理论基础。

For a long time,China's dual urban-rural economic structure has further divided the urban-rural commodity market,and the agricultural marketing from rural to urban areas is facing many difficulties.Most of the existing studies emphasize the information advantages brought by the disintermediation of the Internet in the virtual space,but ignore the importance of the reintermediation of the physical space in connecting the urban-rural market.Therefore,through the case study of typical enterprises in the agricultural marketing from rural to urban areas,this paper puts forward the concept of intermediary reconstruction by using the method of grounded theory,and explores the path and mechanism of intermediary reconstruction effect to solve the upward dilemma of agricultural products from the perspective of business model innovation.The study found that through the business model innovation of"Digital Network+intermediary facilities+relationship embedding",it can effectively realize the disintermediary of information and circulation channels and the re intermediary of spatial geography and social relations,break the information barrier in the upward movement of agricultural products,mobilize rural social resources,improve the circulation channels of agricultural products,break through the restrictions of infrastructure and resolve the upward dilemma of agricultural products.This paper deepens and expands the research on the effects of business model innovation and intermediary reconstruction,and provides a reference for agricultural enterprises to solve the upward dilemma of agricultural products.