Strategic Research On Company A’s Agricultural Products Circulation Platform Under The Background Of New Economy

Over the past decade,with the development of information technology,e-commerce,mobile Internet,big data,cloud computing,artificial intelligence,Internet of Things,industrial Internet and other emerging industries at home and abroad have achieved rapid development.The economy driven by information technology and represented by high-tech industries is called the new economy.The new economy has played an important role on easing the pressure on traditional economic growth,promoting the transformation and upgrading of the industrial structure and improving people’s life.The development of the new economy has brought great changes to many industries,including the circulation industry of agricultural products.The new agricultural electric business platforms,represented by Alibaba and Buy Together,in recent years have developed rapidly.Agricultural product wholesale market is the main channel of agricultural product circulation.After the e-commerce platform joined the competition of agricultural products circulation,the market share of agricultural wholesale is declining year by year.The circulation pattern and market pattern of the circulation industry of agricultural products are changing.If the traditional agricultural products circulation enterprises are not able to carry out strategic adjustment in time,they will continue to be passive in the competition with agricultural products e-commerce platform,their market share will further decline,or even they will gradually turn into the supporting enterprises of e-commerce platform.This dissertation takes company A’s agricultural products circulation platform strategy as the research object,bases on the theory of Marx’s circulation,the competition of strategic management theory and value chain theory,uses research methods including literature analysis,case analysis,investigation and interviews,uses analysis tools of PEST,porter five models and SWOT,analyzes the existing literature,the agricultural products circulation business and development strategy of company A,the external macro environment,industrial competition environment of company A,analyzes the value chain,resources and capabilities of company A,analyzes the risks and opportunities,advantages and disadvantages of company A,researches the present situation and development direction of company A’s agricultural products circulation strategy,and formulates the agricultural products platform strategy and supporting measures for company A,finally summarizes the research results and makes a prospection.Based on the above research,this dissertation draws the following conclusions:External environment provides a good development opportunity for company A’s strategic transformation.The rapid development of agricultural e-commerce platform has posed a severe challenge to company A,and the competition in the circulation industry of agricultural products has intensified.Company A has rich customer resources and assets,and has a good accumulation of personnel,technology and capital.In the context of the new economy,the strategy of circulation platform of agricultural products is the strategy that conforms to the trend of industrial development and meets the development requirements of Company A.This dissertation with research on company A’s strategic transformation has theoretical support and practical guiding significance to the similar significance of reference to the strategic development of agricultural product circulation enterprises,has certain theoretical significance to further develop circulation theory,competitive strategy management theory,value chain theory and enrich researches on agricultural products circulation and platform business model.