Research On Business Model Innovation Strategy Of JT Pomegranate Professional Cooperative Under Service Dominated Logic

Business model innovation is a hot spot study by scholars at present.With the development of science and technology,the improvement of residents' living standards The traditional commodity-oriented logic no longer satisfies consumer diversification and individualization So the logic of service leading comes into being,the logic turning from commodity to service is bound to trigger the enterprise changes in the business model of industry.JT Professional Cooperative was established in March 2012,with the purpose of serving fruit farmers with technology and increasing their income.The management means of management and marketing,namely unified management,from pomegranate planting,flowering results scientific management methods including rational fertilization,dwarf pruning,pest control and fruit bagging were provided at all stages Law,at the same time for the uniform sale of products.With the expansion of the scale of cooperatives,the change of consumer concepts,and the impact of Internet +,cooperatives are faced with problems such as low market penetration,few consumer personalized service goods,difficult to touch the net,and a single purpose of service members,it is no longer necessary to meet the needs of the development of cooperatives,and there is an urgent need to explore a business model road that is suitable for the development of cooperatives with service as the main line.First of all,this paper proposes the research background,purpose and significance from the current development situation of farmers' professional cooperatives,and makes a literature review on the business model and the business model of farmers' cooperatives,and defines the research method and content of this paper.And combs the concepts of service-dominated logic and business model innovation by means of offering and reviewing the materials and so on.Secondly,from the analysis of its establishment,this paper analyzes the three development stages of JT pomegranate professional cooperatives from the perspective of dominant logic and analyzes the business models of different stages with the three elements of a business model: "value proposition,value creation,value acquisition",and explores the law of evolution.At the same time,analyzes the challenges of JT pomegranate cooperative business model for next step.Starting from the service-dominated logic,put forward the strategy of business model innovation.Finally,the paper summarizes and puts forward the research conclusions and enlighte nment,as well as the shortcomings of the paper and the direction of future research.It is hoped that it can play a certain role in promoting the professional cooperatives of farmers of the same nature in our country,and probe into the research of the business model in th e field of the specialized cooperatives of farmers.