MBA教育中心知识库

    一场突如其来的新冠肺炎疫情让电子商务成为疫情防控、复工复产的突出亮点，更是加速了生鲜农产品零售业务的崛起。继盒马生鲜、京觅后，美团优选、多多买菜、橙心优选也快速布局各大小城市，“互联网+农产品”被提到了前所未有的高度。其实这一产业自诞生之后就赢得政府以及社会极高的关注，因为农产品电商在推动农业转型升级、助力农民脱贫增收等方面发挥着重要作用，并且随着“互联网+”与农业农村的深度融合，农产品电商将在乡村振兴战略中大有可为。因此，深入研究农产品电商，对发展和完善国内农产品电商理论和模式经验，缩小城乡差距和实现农民富裕富足，都具有十分积极的现实意义。

    本文利用访谈调查、案例分析、文献研究等方法，对安定区农产品电商运行实践进行了系统的研究。在总结安定区农产品电商发展背景、主要模式的基础上，分析当前安定区农产品电商发展中存在的问题：即市场主体动力不足、盈利模式不健全以及服务体系有局限；其次基于包容性创业的情景因素提出三个改进方向：通过资源整合克服环境约束、变革运营模式拓展市场边界、基于盈利视角突破组织障碍；然后结合安定区发展实际，根据商业模式六要素模型从战略定位、业务系统、关键资源能力和盈利模式四个方面分析，提出具体的改进策略：第一，构筑地标性农产品供应网，破解农产品单一的问题；第二，利用产品的优化组合、发展代理人及发展本地化电商等方式优化业务系统，以拓展业务范围和营销渠道，降低创业门槛；第三，从顶层出发，做好统筹协调，激发合伙人创业的内生动力，即为保证新模式的有效落地提出三方面的保障措施：重视农产品品牌的宣传推广，制订科学的管理激励政策，搭建盈利性的电商产业公共服务体系。

    本文从关注基层创业群体的发展诉求出发，基于包容性创业视角研究安定区农产品电商发展模式，在一定程度上为建立完善的安定区农产品电商生态服务体系提供了新的视角，为推动安定区电商转型升级提供新的发展路径。

A sudden COVID-19 epidemic has made e-commerce a prominent highlight of epidemic prevention and control, resumption of work and production, and accelerated the rise of fresh agricultural products retail business. Following Hema Fresh Food and Jingmi, Meituan Optimum, Duoduo Food, and Orange Heart Optimum have also quickly deployed various cities and towns, and "Internet + agricultural products" has been raised to an unprecedented height. In fact, this industry has won extremely high attention from the government and society since its inception, because agricultural product e-commerce plays an important role in promoting agricultural transformation and upgrading, helping farmers get rid of poverty and increasing income. and with "Internet +" merge with the depth of the agriculture and rural areas, agricultural product e-commerce will have a lot to do in the rural revitalization strategy. Therefore, in-depth research on agricultural product e-commerce is of very positive practical significance for the development and improvement of domestic agricultural product e-commerce theory and model experience, narrowing the gap between urban and rural areas, and achieving prosperity for farmers.

This article uses interview investigation, case analysis, literature research and other methods to systematically study the operation practice of agricultural products e-commerce in Anding District. On the basis of summarizing the development background and main models of agricultural product e-commerce in Anding District, analyze the current problems in the development of agricultural product e-commerce in Anding District: that is, the lack of motivation of market players, the unsound profit model, and the limited service system; secondly, based on inclusive entrepreneurship The situational factors proposed three directions for improvement: through resource integration, overcoming environmental constraints, changing operating models to expand market boundaries, and breaking through organizational barriers based on a profit perspective; then combining with the actual development of the Anding District, according to the six-element business model model from strategic positioning, business systems, Analyze the four aspects of key resource capabilities and profit models, and propose specific improvement strategies: first, build a landmark agricultural product supply network to solve the problem of single agricultural products; second, use the optimized combination of products, develop agents, and develop localized electricity Optimize the business system through business and other methods to expand the scope of business and marketing channels and lower the threshold for entrepreneurship; third, starting from the top level, do a good job in overall planning and coordination, and stimulate the endogenous motivation of partners to start a business, that is, to ensure the effective implementation of the new model, put forward three safeguard measures: attach importance to the promotion of agricultural product brands, formulate scientific management incentive policies, and build a profitable public service system for the e-commerce industry.

This article starts from focusing on the development demands of grassroots entrepreneurial groups, and studies the development model of agricultural products e-commerce in Anding District from the perspective of inclusive entrepreneurship. To a certain extent, it provides a new perspective for the establishment of a complete agricultural product e-commerce ecosystem in Anding District ,and provides a new development path for promoting the transformation and upgrading of agricultural products in Anding District.