中文摘要：

＂互联网＋＂环境下生鲜农产品供应链与生活性服务不断融合,持续推动着生鲜农产品供应链的商业模式发展与革新。文章通过分析＂互联网＋＂环境下生鲜农产品供应链的发展趋势,进而提出了＂互联网＋＂生鲜农产品供应链的产品服务融合商业模式。在此基础上,考虑供应链中产品与服务的差异化融合,总结出＂互联网＋＂生鲜农产品供应链的产品服务融合商业模式的两种表现形式,即依托产品提供增值服务、以服务体验拉动产品消费。最后,＂互联网＋＂生鲜农产品供应链的商业模式革新给供应链传统企业带来冲击,促使其在新的商业模式中做出改变,进而分析了供应链传统企业面向产品服务融合商业模式的转型问题。

英文摘要：

In ＂Internet Plus＂ age the fresh agricultural product supply chain and life service have integrated constantly, which continue to promote the development and reformation of the business model of fresh agricultural product supply chain. In this paper, by analyzing the development tendency of fresh agricultural product supply chain with ＂Internet Plus＂ , the product and service inte- gration business model of ＂Internet Plus＂ fresh agricultural product supply chain is proposed. On this basis, considering the differ- entiation integration of product and service in the supply chain, the two manifestations of product and service integration business model of ＂Internet Plus＂ fresh agricultural product supply chain are summed up, namely, providing value-added services based on the product, and stimulating product consumption by service experience. Finally, the reformation of business model of ＂Internet Plus＂ fresh agricultural product supply chain has a huge impact on traditional supply chain enterprises, which prompts them to make changes in this new business model, and then the transformation of traditional supply chain enterprises faced for product and service integration business model is analyzed.