所在案例库：中国管理案例共享中心
案例链接：http://www.cmcc-dlut.cn/Cases/Detail/6540
案例名称：“茶油”振乡村：大三湘农村创业企业价值创造之路
译 名："Tea Oil" to revitalize the countryside: value creation road of Da Sanxiang the rural entrepreneurial enterprise
案例作者：周宁，纪宇，谢西，邹艳，徐扬
作者单位：北京航空航天大学
中文摘要：随着乡村振兴国家战略的全面推进，在脱贫攻坚战中发挥了重要作用的农村创业企业成为实现战略目标的有生力量。区别于普通商业企业，农村创业必须兼顾经济价值和社会价值的双重创造。因此，基于农村创业情境进行思考和行动，设计并形成有效的价值创造方式是至关重要的，本案例以大三湘茶油股份有限公司在农村创业中遇到的种种难题为背景，重点描述了其在创业过程中是如何将茶油的种植由雇佣农民到农民承包再到农民庄园主模式的调整，如何通过技术创新颠覆传统工艺从“冷榨冷提”到“鲜果鲜榨”茶油生产的全面提质增效，以及为何将多级经销调整为直销的会员制，最终实现了经济价值和社会价值的共创。本案例旨在从创业者-创业情境-创业行动互动关系出发，探讨价值创造方式的形成与调整过程机理，以及如何兼顾经济价值与社会价值共赢，为农村创业企业提供经验借鉴。同时，学生通过案例学习也将深刻理解农村创业所面临的难题，以及掌握设计与调整价值创造方式的机理。
英文摘要：With the comprehensive advancement of rural revitalization strategy, rural entrepreneurial enterprises, which have played an important role in the fight against poverty, have become an effective force to achieve the strategic goal. Different from ordinary commercial enterprises, rural entrepreneurship must consider the dual creation of economic value and social value. Therefore, it is very important to think and act based on the rural entrepreneurial situation, and to design and form an effective value creation approach. Based on the various problems encountered by Da sanxiang Tea Oil Co., Ltd., this case describes how this rural entrepreneurship adjusts the cultivation of camellia from hiring farmers to farmer contracting and to the farmer's manor model, and how it subverts the traditional tea oil making techniques by innovating "cold pressing and cold pressing" and "fresh fruit fresh pressing" tea oil and thus improves overall production quality and efficiency, and why it changes the multi-level distribution sales to the membership system of direct sales, and finally realizes the co-creation of economic value and social value. The purpose of this case is to discuss the formation and adjustment mechanism of the value creation approach considering the win-win situation of economic value and social value from the perspective of the interaction between entrepreneurs, entrepreneurial situations and entrepreneurial actions. This case also aims to provide experience and reference for other rural entrepreneurial enterprises. At the same time, through case study, students will also have a deep understanding of the difficulties faced by rural entrepreneurship, and master the mechanism of designing and adjusting value creation approaches.
中文关键词：农村创业；价值创造；创业情境；创业者；2022百优案例
英文关键词：rural entrepreneurship, value creation, entrepreneurial situation, entrepreneur
案例入库时间：2022-09
