Abstract: The gradual embedding of scene elements in the agricultural industry chain stimulates the change of users' consumption expectations, which changes the value relationship of each node in the industry chain from "value symbiosis" to "value co-creation" and then to "value win-win". However, there is a lack of in-depth theoretical discussion on how the nodes of the agricultural industry chain transform from value symbiosis to value co-creation to value win-win. For this reason, this study takes Mengqing agricultural industry chain as an example to explore and refine the ecological innovation mechanism and path of new retail business model of scene-enabled agricultural industry chain. The study finds that:①The value relationship of each node of the agricultural industry chain in the three stages of "value symbiosis" to "value co-creation" and then to "value win-win" corresponds to the three processes of "cross-border connection of business situations", "associated coupling of consumption expectations" and "cross-mixing of business scenarios" respectively.②In the business context of cross-border connection, based on the logic of product-led extension of the industrial chain, the supply chain grafting through the industry to help farmers lead the countryside out of poverty.③In the coupling of consumer expectations, expand the industry chain based on service-oriented logic, and lead the countryside to get rich through industrial farming with the help of value chain guidance.④In the cross-mixing of business scenes, the industry chain is associated based on the scene-led logic, and the countryside is led to be rich through the regulation of the scene chain. The innovation of new retail business model of agricultural industry chain cannot be separated from the 3-chain adaptation of "supply chain-value chain-scene chain", which can not only help strategic choice, but also revitalize the countryside through value transformation.

摘要： 场景要素在农业产业链的渐进嵌入，刺激着用户消费期望的改变，使产业链各节点的价值关系从“价值共生”向“价值共创”再向“价值共赢”转变。然而，农业产业链各节点如何从价值共生经由价值共创转变为价值共赢缺乏深入的理论探讨。为此，本研究以蒙清农业产业链为例，发掘和提炼场景赋能农业产业链新零售商业模式生态化创新机理和路径。研究发现：①农业产业链各节点价值关系在“价值共生”向“价值共创”再向“价值共赢”三个阶段分别对应“商业情境跨界连接”“消费期望关联耦合”和“商业场景交叉混搭”三个过程。②在商业情境跨界连接中，基于产品主导逻辑延伸产业链，借助供应链嫁接通过产业助农率领乡村脱贫。③在消费期望关联耦合中，基于服务主导逻辑拓展产业链，借助价值链引导通过产业惠农带领乡村致富。④在商业场景交叉混搭中，基于场景主导逻辑关联产业链，借助场景链调节引领乡村共富。农业产业链新零售商业模式创新离不开“供应链—价值链—场景链”的3链适配，其不仅可以助力战略选择，还可以通过价值转型振兴乡村。