生鲜电子商务县域农业综合服务体系探究——基于遂昌2.0模式的剖析

A Research on Comprehensive Rural Service System of Fresh e-Commerce——Based on the Analysis of Suichang 2.0 Model

"互联网+"现代农业是推进农业现代化的必由之路,生鲜电子商务是发展"互联网+"现代农业的重要切入点。当前生鲜电子商务建设重供应链后端轻前端,而供应链前端涉及农产品的生产供给环节,面向广大农户,对落实"互联网+"现代农业政策具有更重要的意义。浙江省遂昌县作为商务部认定的全国唯一的"农村电商强县创建先行县",探索出一套独特的农产品电子商务供销机制,即"遂昌模式"。"遂昌模式"启示了破解生鲜电商供应链前端困境的方向——构建县域农业电子商务综合服务体系,以县域农业电商综合服务商、镇级枢纽和村级服务站为核心主体,按照农产品生产规模,建立双轨道农产品供应机制和农产品质量安全追溯体系,并推广订单农业等现代化农业生产方式。

The fact that＂Internet ＋ Modern Agriculture＂is the inevitable road for us to develop modern agriculture;and fresh e-commerce is the key entry point for that. At present,comparing with the front-end of supply chain,the rear-end of supply chain is paid more attention in the development of fresh e-commerce. But there is the close relation between the front-end of supply chain and the production of agricultural products;and it is of great policy significance for the implementation of＂Internet ＋ Modern Agriculture＂. Suichang,Zhejiang Province,which is the only pilot county among all counties with advantage in rural e- commerce,has been exploring a unique agriculture products supply system of fresh e- commerce,namely the＂Suichang model＂. And this model provides the fresh e-commence players with the way to solve the problem with the front-end of supply chain. Specifically speaking,we should build the comprehensive service system for county agricultural e-commerce,build the double track supply mechanism and agriculture products quality retrospective system,and popularize such modernized agricultural production pattern as order farming.