基于Osterwalder商业模式画布的产品型农业众筹模式研究
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摘要
农业众筹弥补传统农业资金不足,促进农业供给侧结构性改革,推进农业的转型和升级.基于Osterwalder商业模式画布模型,从客户细分、价值主张、渠道通路、客户关系、核心资源、关键业务、重要合作、收入来源、成本结构九大方面构建了产品型农业众筹的商业模式,并以典型农产品众筹项目为例进行了详细说明.文章提出的众筹模式丰富并完善了农业众筹模式理论,能有效地为产品型农业众筹的实践提供参考框架.
Agricultural crowdfunding makes up for the shortage of traditional agricultural funds,promotes and upgrades agricultural transformation. Based on Osterwalder's business model canvas,this paper constructs a crowdfunding business model for product-oriented agriculture. This business model includes customer segmentation,value proposition,channel access,customer relationship,core resources,key business,important cooperation,income source and cost structure. The paper takes the typical agricultural product crowdfunding project as an example to explain the business model in detail. The crowdfunding model proposed in this paper enriches and perfects the theory of crowdfunding model in agriculture,and can effectively provide a reference framework for the practice of crowdfunding in product-oriented agriculture.
Agricultural crowdfunding makes up for the shortage of traditional agricultural funds,promotes and upgrades agricultural transformation. Based on Osterwalder's business model canvas,this paper constructs a crowdfunding business model for product-oriented agriculture. This business model includes customer segmentation,value proposition,channel access,customer relationship,core resources,key business,important cooperation,income source and cost structure. The paper takes the typical agricultural product crowdfunding project as an example to explain the business model in detail. The crowdfunding model proposed in this paper enriches and perfects the theory of crowdfunding model in agriculture,and can effectively provide a reference framework for the practice of crowdfunding in product-oriented agriculture.
引文
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[9]亚历山大·奥斯特瓦德,伊夫·皮尼厄.商业模式新生代[M].王帅,毛心宇,严威译.北京:机械工业出版社,2016:4-32.
[2]张再生,周博文.善用农业众筹补农村金融短板[N].中国社会科学报,2018-04-25(4).
[3]徐妍,陈美方,许兴登.农业众筹的发展现状及推进路径[J].宏观经济管理,2016(5):66-68.
[4]史莹娟,邱峰,蒯庆梅.聚焦农业众筹:效应、困境及推进策略[J].农村金融研究,2017(5):68-72.
[5]李战奎.“互联网+”背景下农业众筹发展现状及推进路径[J].农业经济,2018(2):96-97.
[6]张雅,孙晓辉.农业众筹的起源、特点与未来[J].中国农业大学学报(社会科学版),2016,33(6):98,100.
[7]张航,李宏畅.农业众筹发展模式研究[J].农村经济与科技,2016,27(11):116-117.
[8]付新.中国农业众筹理论及模式研究[J].时代金融,2015(12):272.
[9]亚历山大·奥斯特瓦德,伊夫·皮尼厄.商业模式新生代[M].王帅,毛心宇,严威译.北京:机械工业出版社,2016:4-32.