Conflict and Innovation Practice of China Agricultural Chain The Case Study of "Wen\´s" Cultivation Service Value Chain

The traditional agricultural Chain in China faces contradictions and conflicts such as huge risk, high cost, low coordination and bad agility etc. Under the guidance of theories of service profit chain, value chain, supplying chain management and TRIZ, etc., the thesis digs deeply and analyzes the creative practice and effects from cultivation service value chain of Guangdong Wen\´s food group Co. Ltd. (hereafter referred to as"Wen\´s") by means of case and proof analysis, which we get the case through investigating and interviewing on the spot in Guangdong. Maybe it can provide reference for Chinese agribusiness, especially agricultural leading enterprises of industrialization to improve the performance, strengthen the comparative advantage and improve the competitiveness.