Research Into The New Media Operation Pattern Of "E Farm Plan"

Though social enterprises have made breakthrough in partially solving the problem of "hematopoietic" ability, they are still faced with development bottlenecks such as weak capability of "hematopoietic"ability, high operation cost and limited influence. The "E Farm Plan" -a forerunner of new media utilized by social enterprise initiated by the public-spirited celebrity Deng Fei and 232 alumni from China Europe International Business School (CEIBS), has created a new development path using the new media platform for social enterprises.The new media operation pattern of "E Farm Plan" can be divided into three aspects: Firstly, it minimizes the production cost in the production chain by forming integrated pattern of remote resources,which takes advantage of the features of cross region and information sharing of new media. Secondly, it optimizes the promotion and sales in the sales chain through forming a cooperative pattern both online and offline, by taking advantage of platform integration of new media.Thirdly, it achieves the best efficiency of relationship maintenance in external relationship management by forming a network community relying on the communication of new media. The "E Farm Plan" achieves the social purpose of transforming China's premium agricultural resources from remote rural areas into economic power, by effectively control the operation cost and accelerate capital operation using new media in each step."E Farm Plan" achieved three effective results through its new media operation pattern: firstly, it enhances "hematopoietic" ability of non-profit organization by increasing income of farmers and improving the recyclability of project capital operation; secondly, it reduces the cost of non-profit organization by minimizing the cost of production and marketing through the integrated sources of new media platform; thirdly,it increases the influence of non-profit organization, as well as its partnering third parties by promoting the brand awareness and reputation.From operation pattern of new media "E Farm Plan",it is observed that social enterprises could resolve the development bottle neck through new media, which lowers its production cost by integrating scattered resources, reduces its sales cost by using diversified and dimensional channels and builds personalized relationship maintenance with virtual communication. Meanwhile, from the problems facing "E Farm Plan",the optimization of operation model of social enterprises lies in two aspects: firstly to build an external industrial alliance ecosystem by leveraging the power of new media, secondly to fill the "short boards"of internal team professionalism.