Study On Business Model Construction Of Gutian National Agricultural Park Based On Commercial Canvas

The national agricultural park is a new concept and new practice in the tourism industry.As a high-end,comprehensive agricultural tourism form,it is to meet the basic agricultural sightseeing,experience,style and China rural leisure on the integration of the upgrading of products,which belongs to the agricultural tourism high-end form,can effectively promote the eco agricultural sightseeing,leisure,sports,rural vacation,recreation resort leisure activities scale and specialization,accelerate agriculture and tourism industry integration,promote the construction of folk culture,ecological culture and rural culture.Gutian national agricultural park is in the state of preparation,analysis on the construction of the business model of Gutian national agricultural park not only contributes to the development direction of Gutian National Agricultural Park,also contribute to the content and process from theangle of the theory of constructing the national rich agricultural park business model.In this study,through literature analysis,field research method,case analysis method and comparative analysis method,to explore the construction of the four dimensions of theoretical basis,from the business model content module,operating mechanism and safeguard measures for the construction of Gutian national agricultural park business model.The arrangement,first characteristics of the business model construction of Gutian National Agricultural Park,by comparing the difference with the traditional national agricultural park leisure tourism and other types of parks,national agricultural park has summarized characteristics of concise content,provide the basis for the following construction with characteristics of national agricultural park business model;secondly the use of commercial canvas the theory of Gutian national agricultural park business model for specific analysis,carried out discussion from the design of the content and the logical relationship between the nine elements,the final build of Gutian National Agricultural Park commercial canvas,so as to guide the formation of its business model;third,analyze the business model of Gutian National agricultural park operation mechanism,operation mechanism is introduced lean to guide Gutian National Agricultural Park commercial operation mode,specifically from lean operation Start with the necessity,content and specific solutions and security measures in four dimensions;typical case analysis and comparison of fourth general characteristics,and summarizes the national agricultural park business model,research from the particular to the general idea of logic.The study found that:(1)the national agricultural park has obvious difference with the traditional leisure tourism and other park types,and shows some advantages in some aspects.Construction of the business model of the National Agricultural Park cannot do without the analysis and grasp of the national agricultural park’s own characteristics,especially the need for specific analysis of its particularity,general model to build a business model in the traditional "agriculture + tourism",thus losing the research value and practical significance.(2)the use of commercial canvas theory to guide the construction of the business model of the national agricultural park has strong operability,and can analyze the content and elements of the business model comprehensively.The construction of Gutian national agricultural park business model relies on the commercialization of the canvas"squares",but the actual content still cannot do without offering the"(product/service)analysis,value proposition,customer management,and financial viability" and other four modules.If the business model can help companies understand and solve these four problems,then the business model is at least theoretically feasible.(3)the construction of the business model requires not only the analysis of the content of the business model,but also the operational mechanism and safeguard measures of the business model.The operation of the business model of Gutian national agricultural park can be carried out by lean operation.Lean operation can help in the park’s value proposition,cost savings,promotion of market competitiveness and cultural value display.(4)although business models pay attention to difference and non duplication,they still have obvious similarities and similarities in some content dimensions.By comparing the business models of four national agricultural parks,such as Gutian national agricultural park and Zhongmu National Agricultural Park,we can find that there are some similarities between the four at least in 4 aspects.One is the self-service approach column is the primary means of maintaining customer relationship,take the initiative to meet the mass market in the market;two is the key to business is still limited by the resource,product and service innovation needs to be further strengthened;the three is the initial state of agricultural park into a huge,organizations and companies generally unbearable,often need the participation and cooperation of the government,the main body of joint development mode;four is the national agricultural park can realize the diversification of sources of income,but the main source of income for the current stage of development is still the "agriculture + tourism" project to generate revenue,the three integration of the depth and breadth of the need to further deepen.