중국 IT기업의 농업분야 혁신 사례연구 : 징동(京東)을 중심으로

Abstract

The purpose of this research is to analyze how China's leading IT company, Jing-dong(京東), achieved innovative results through its entry into agricultural sector and identify implications. By exploring new consumer-oriented business models, including the ‘Running Chicken’ project in the production sector, Jing-dong developed new products and pioneered markets. The introduction of the ‘New Retail’ concept in the distribution sector has enhanced distribution efficiency and consumer utility. In the service sector, the company contributed to reducing social costs by providing delivery service and prevention service of harmful insects using drones. In the field of rural development, we expect to improve living conditions and fight poverty of community members through the building of a complex ecosystem village including improvement of residential environment and finding new income sources. The achievements of innovation in the agricultural sector by Jing-dong can be summarized as advances in the fourth industrial revolution in the agricultural sector, increase of consumer utility, development of new retail, boosting local specialized industries, and eradicating poverty. Eventually, the entire value chain was upgraded as the value added in every step of the agricultural value chain through such innovation.