Research on the Construction of Omni-channel Business Model of Agricultural Products in the New Retail Environment

With the rapid development of information technology,people′s lifestyle and shopping habits have change significantly,new retailing,omni-channel retailing and other new formats have emerged.On the one hand,these changes expanded and enriched the marketing channels of agricultural products,on the other hand,they also impacted on the original business model of agricultural products.In this context,based on OSTERWALDER ＆ PIGNER′s business model elements theory,this study explored the connotation of agricultural products on the omni-channel business model from nine modules,value proposition,key business,core resources,important partners,cost structure,customer relationship,channels,customer segmentation and income source,and on this basis,constructed the omni channel business model of agricultural products.The new model was expected to provide reference for the construction of business model of agricultural products enterprises.