Based On Consumer Behavior, Chengdu, Fruit Circulation Business Model Analysis

With the progress of society, the development of economy and the rise of living standard, consumers are paying more attention to the quality of life and are concerning more about health. Fresh fruit is much favored by people for its characteristics of nature, nutrition and affinity. It has become a kind of inseparable healthy food and ceremonial tools for young and old, family living and social activities in many aspects of people's lives. At the same time, fruit consumer's perception, cognition and behavior are also changing unconsciously interacting with the external environment. However, in the fruit industry, due to the special nature of fruit business, fruit circulation is trapped in the traditional business model, slowly developed and formed the predicament of fruit consumption. This dissertation focuses on the fruit market in Chengdu and the author studies the business model innovation of circulation in the dissertation.It needs relevant data to support the research, including the data of fruit consumer's behavior and relevant data of fruit circulation in Chengdu. To obtain Data of consumers'behavior, under the guide of theory of consumer behavior, we establish a framework for research. On this basis, we use the random intercept method and questionnaire to beginning the survey and apply processing software to gather statistics and draw a descriptive conclusion. To obtain relevant data of the investigation on fruit circulation in Chengdu, we use depth interviews and field observation survey.The issues lie in business models. The studies on the existing theory of the business model just started not long ago, so it is unsatisfactory to apply the theory to analyze practical problems. Based on previous studies, the author constructs five elements of business models in the dissertation to apply to the analysis of specific issues. The construction of business model is based on commercial awareness. To ensure the objectivity and effectiveness of the model, the author uses case studies and interview methods in the dissertation. But this study is not the essential thoughts of the dissertation, it only serves as supportive part.The dissertation follows asking questions, analyzing problems and problem-solving path. About the study of fruit consumers'behavior, the author uses large sample surveys and data analysis to reveal that consumers in Chengdu have shown clear demanding characteristics of high quality, diversification, varification, facilitation, communication technology, integrity and desire. The actual situation of consumers'buying fruits exposed fruit consumption predicament. However, the current situation of fruit consumers'consuming exposes a clear predicament. Through studying and analysing business models of fruit circulation, the author thinks that there exists circulation bottleneck in fruit business model in the fruit market of Chengdu. Its essential reason lies in the special characteristic of fruit business, and only through business model innovation can we solve the problem. So in the dissertation the author conceives a business model, and elaborates the specific thought process to guide the practice. In the dissertation the author points out that business model innovation can not realize overnight. It can get done incrementally only on the basis of resources. So this dissertation has practical significance.