Research On Business Model Innovation Of Small And Medium-Sized Agro-Forestry Enterprise

“Central NO.1 Document” of 2015 pointed out the need to adhere to the "Four Modernizations" synchronization,that is the coordinated development of the New Industrialization, Informatization, urbanization and Agricultural Modernization. Combined with the new normal of economic development, solving structure adjustment by economic development. Expanding the reproduction from quantityintentioned to connotation-intentioned. From the view of objective condition, In the process of Urbanization, a large number of rural labor transfer, causing a shortage of rural labor, changes the structure of rural resource proportion. From the market perspective, when China accelerate the construction of a well-off society in an all-round way, also need to pay attention to ecological construction, low carbon environmental changes. Therefore, the development of modern agriculture is t o f o l l o w t h e t r e n d. A n d t h e d e v e l o p me n t o f mo d e r n a g r i c u l t u r e w i l l f u s i o n u p t h e first industry, second industry, the third industry. Is one of the important ways to integration the three industry chain is Training a new type of business. In the current development of modern agriculture in China, New business mainly contain farmers, cooperatives, small and medium-sized agric ultural enterprises etc. small and medium-sized enterprises plays a leading role in the process of agricultural modernization in agriculture and forestry development. Therefore this paper mainly study on the small and medium sizedagricultural enterprises. How to create the biggest value through the optimization of the allocation of resources after they have product, technology and other resources, the answer is innovating business model. Simply speaking, that is, new roducts, new technology, new mode and new formats in the final analysis are to be realized through business model.And what is business model, it is Is the internal logic of the relationship between the value creation of enterprises. Main operating transform traditional agriculture development mode, to improve the efficiency and effect of agricultural development by business model innovation.In the case of the international economic integration, the increasingly fierce competition in the market, product or service homogenization is becoming more and more serious, so enhancing the core competitiveness of enterprises has become an important topic. One of the effective ways to obtain core competitiveness for small and medium-sized agricultural and forestry enterprises is business model innovation:Survive in change. Management Master Peter Deruk said: "today the competition between enterprises, is not the competition between products, but the business model of competition". With the development of market, globalization of economy, SMEs not only faces the dual challenges of large enterprises but also foreign Multi-National Corporation. From the perspective of the development history of domestic and foreign small and medium-sized enterprises. The growth of small and medium enterprises to large companies have benefited from the business model innovation. Small and medium-sized agriculturalenterprises have more sense of crisis than large enterprises. Small and medium-sized agricultural enterprises must rely on the business model innovation to win under strong pressure.So they are easier to close to the market, have a better understanding of customer requirements and has stronger consciousness of business model innovation. In China, most small and medium-sized agricultural enterprises are labor-intensive enterprises, only a small part is technology- depending type enterprise,so they have large space for development. With the rapid rise of the development of information technology and electronic commerce and the Internet, Activities of the enterprise operation becomes more and more complicated, diversity. Therefore, enterprises must be based on the adaptation of the external environment, innovate their business model, so as to remain invincible in the market competitionIn this paper, on the theoretical foundation of the business model, business model innovation theory, save marketing theory, the innovation theory, PPP etc. Using the business model canvas, PEST and SWOT analysis method. Using field investigation, using literature method, the combination of normative analysis and empirical analysis method, questionnaire method, etc., Take case of Hebei Desheng Agro-Forestry Technology Company Limited, To introduce a method for small and medium-sized agricultural enterprises and its business model innovation, design a new business model and put forward the development direction of the new business model and implementation strategy. Finally Hebei Desheng Agro-Forestry Technology Company Limited set up a subsidiary in Hubei, obtained very good development under the guidance of the new business model. In this paper, the business model canvas, PEST and SWOT analysis method combined with a specific enterprise as an example to complete its business model innovation, can clearly show the direction of the business model innovation, the basis and innovation business model before and after the change of each module, convenient for operation and understanding, and the new business model accuracy has been verified, So it has certain application value for small and medium-sized agro-forestry enterprises to innovate business model.