商业模式画布视角下种子企业品种推广模式构建——以小麦种植户为例  

Construction of Variety Promotion Model of Seed Enterprises from the Perspective of Business Model Canvas——Taking Wheat Farmers as an Example

作　　者：陶佩君[1] 刘雪珍 陈曦[2] TAO Pei-jun;LIU Xue-zhen;CHEN Xi(College of Agronomy,Agricultural University of Hebei,Baoding 071001,China;College of Humanities and Social Sciences,Agricultural University of Hebei,Baoding 071001,China)

机构地区：[1]河北农业大学农学院,河北保定071001 [2]河北农业大学人文社会科学学院,河北保定071001

出　　处：《河北农业科学》2024年第4期88-92,共5页Journal of Hebei Agricultural Sciences

基　　金：河北省社会科学基金项目“WRS视域下河北省中强筋小麦标准化生产实现机制研究”(HB23GL045)。

摘　　要：种子企业逐渐成为小麦新品种推广应用的主力军。在分析农户需求与品种采用行为基础上,基于商业模式画布,从推广目标的价值体现、推广主体的联合协作、推广对象的细分与维护、推广渠道的拓展与完善4个维度,推广目标实现、推广主体协作、资源要素整合、服务链条延伸、农户群体划分、完善利益联结、推广渠道拓展、推广方式融合、推广投入与推广效益优化9个方面,构建新型种子企业品种推广模式,强调多主体的联合协作与服务链条的延伸,为种子企业的转型升级和品种推广的可持续运行提供思路借鉴,最大限度发挥种子企业在多元化农业推广体系中的作用。Seed enterprises have gradually become the main force in promoting and applying new wheat varieties.Based on the analysis of farmers’needs and variety adoption behavior,and based on the business model canvas,a new seed enterprise variety promotion model was constructed from four dimensions:the value embodiment of promotion goals,the joint cooperation of promotion subjects,the subdivision and maintenance of promotion objects,and the expansion and improvement of promotion channels.The model covered nine aspects:the achievement of promotion goals,the cooperation of promotion subjects,the integration of resource elements,the extension of service chains,the division of farmer groups,the improvement of interest connections,the expansion of promotion channels,the integration of promotion methods,and the optimization of promotion investment and promotion benefits.It emphasized the joint cooperation of multiple subjects and the extension of service chains,providing ideas and references for the transformation and upgrading of seed enterprises and the sustainable operation of variety promotion,and maximizing the role of seed enterprises in the diversified agricultural promotion system.

关 键 词：种子企业 小麦品种 推广模式 

分 类 号：F324.6[经济管理—产业经济] F326.11