New Business Model Research Of Combination Of Agriculture And Commerce

In contemporary China, breaking dual structure and promoting the development of the urban and rural areas is an important national policy to realize the great Renaissance of the Chinese dream. In this trend, driven by rapid China’s rural marketing, urban capital is going to the "three rural issues", then many new business form being created continually, and even innovative agribusiness model has emerged such as China Centre Agri-Products Board Of Trade (CCABOT), and they are playing important double effect on economy and society.Based on the above topic, this paper will set CCABOT as the example, and uses industrial convergence theory, business models and its innovation theory which are under in the marketization of China’s rural environment, studies the theoretical foundation of the new business model of agribusiness combining, internal business logic, framework, and implementation ways, and provides development suggestions.In researching theory steps, this paper firstly combs the industrial convergence theory, studies the connotation and mechanism of the industrial convergence and agribusiness fusion, and the adaptability situation of the theory, and then works out the preliminary results that new business model of agribusiness is the inevitable product of industrial convergence. Then it focus on Osterwalder and Pigneur’s theory (2010) of nine factors of business model, and NingZhong’s theory (2011)of business model innovation theory based on the entrepreneurial perspective. In the deep analysis of the status, characteristics and prospect of China’s rural marketization’s basis, it works out the preliminary analysis to extract agribusiness’s key elements to the business model, and points out that the customer relationship and value proposition are two key elements of the new business model.To study the market environment of combined agribusiness with business practices, this paper has studied the rural marketization in China, clarified the interaction relationship between this innovative business model and the environment, and analyzed the business model’s implementation ways and the matters needing attention from the environment changing angle, and proved again that the relationship between the customer and the value proposition are the most important elements.After that, in the case study, the thesis has carried on the analysis of the efficiency of the business model of the typical project CCABOT, focused on deducing how to carry out business model innovation of agribusiness. Around customer relationship and value proposition especially recessive value proposition, it has found the essential factors of this business model framework, and worked out the new business model canvas of agribusiness based on the rural marketization background, and deduced the process and key points on the implementation of the business model.Finally, the thesis has expounded social significance in promoting agribusiness business model, and provided suggestions on implementation from aspects of policy and enterprise.In this paper, the innovation points are:1. The paper has carried on the comprehensive study of the agricultural and industry integration development based on the background of China’s rural marketization;2. The paper based on the industrial integration theory, has a deep studied on agribusiness business model and its innovative connotation, and has designed a new business model with practical value;3. It provides references of logic and implementation ways to the popular agricultural investment, especially to agricultural markets and to the agricultural products trading market’s investment.