Abstract:     Scenario interconnection shows a powerful empowering role in the process of ecological innovation of business models in the agricultural industry chains, but its empowering mechanism is not yet clear. For this reason, taking the agricultural industry chain of Mengqing as an example, we conducted the research on the ecological innovation of business models of the agricultural industry chain empowered by scenario interconnection. The results found: (1) Scenario-based on time interconnection, utilizing reverse reconstruction of the supply chain to meet users′ consumption demand and creating product functionality value, and then empowering agricultural industry chain business model innovation with point-in-time ecology. (2) Scenario based on space interconnection, utilizing cross-border connections in the value chain to adjust users′ personalized consumption habits and creating service utility value, empowering the innovation of business models in the agricultural industry chains in the way of space domain ecology. (3) Scenario based on user interconnection, with the help of the scenario chain cross-mixing to cater for the user′s emotional consumption preference and create scenario experience value, and to empower the agricultural industry chain business model innovation in the way of user field ecology. (4) The agricultural industry chain is based on daily life scenarios, with the help of interconnection of "time-space-users", and the ecological innovation of the business model is empowered by adapting to the three chains of "supply chain-value chain-scenario chain".

Key words: scenario interconnection, ecological innovation of business models, value co-creation in agricultural industry chains, innovation chain