The Research On Business Model Innovation Of Urban Agricultural Products Circulation Enterprises Under The Background Of "Internet+"

The change of social environment factors such as policy,economy,culture,technology and so on,makes people’s health demand for life and diet more and more intense and how to realize the transformation of traditional agricultural products circulation enterprises has also become the hot topic of our society.On the other hand,with the integration of the Internet and industry development process evolution and the rapid rise of emerging technologies such as big data and Internet of things,the urban agricultural products circulation enterprises in the information center have gained strong support to seek innovative breakthroughs and to break the traditional business model.According to the survey,it is found that most of the urban agricultural products circulation enterprises in China are still using the traditional mode which makes the companies facing with many practical problems,for example,too many circulation links,low efficiency,imperfect cold chain logistics system,brand and standardization lag behind.To solve these problems,enterprises began to actively use the emerging e-commerce model and various types of Internet technology to improve the business model of each module.However,urban agricultural products circulation enterprises are in the early stage of change exploration so the level of development is different.Moreover,the lack of systematic planning and guidance leads to the lack of rational evaluation of the business model.Therefore,enterprises often blindly carry out the development of the Internet integration to follow the trend so that it is difficult to achieve satisfactory results,and may even make the enterprise face greater operational risks.Although the business model innovation process of enterprises in the market seems to be in a decentralized state,if you don’t think about the relevant subdivision only to analyze the main circulation of agricultural products industry chain which means the whole process from the production of agricultural products to distribution to consumers,you can find that most urban agricultural products circulation enterprises have basically formed a unified direction in the improvement measures of each module.Their unified goal is to effectively use the Internet technology to complete the integration of production,processing,transportation and distribution in theindustrial chain,and ultimately realize the integrated service mode from "field" to "table".Based on this,this paper focuses on the industrial chain links of production,processing,transportation and distribution to study the model innovation practices adopted by urban agricultural products circulation enterprises under the background of "Internet+".Also combined with the guidance of Osterwalder model in the construction of business model innovation,a relatively complete and systematic innovative business model is finally constructed,and the main contents are as follows:(1)Based on the information about the development of urban agricultural products circulation enterprises which is collected by literature,enterprise research and other channels and combined with the nine elements of Osterwalder model we construct an innovative business model which covers all the business modules of urban agricultural products circulation enterprises,and it can provide reference for similar enterprises.(2)After the business model is built,a relatively complete set of evaluation index system is constructed for the effectiveness evaluation of the new business model by using the advantages of the Osterwalder model and the six-dimensional balanced scorecard,then select the Shunxin agricultural enterprises conducted case analysis.