“互联网+”背景下农产品商业化进程中的跨越式发展

Leaping Development in the Process of Agricultural Products Commercialization under "Internet Plus" Background

利益逻辑与道德逻辑博弈过程中产生的一系列食品安全事件,在互联网背景下建构出集体的不安全感,促使消费者寻求健康与安全的食品。这为农产品商业化的跨越式发展提供了契机。诸如淘宝、微信等网络交易平台搭建的消费者与生产者之间直接沟通的平台,使得乡土社会农产品的生产过程与生产逻辑变得直接、透明,其压缩时空的特性,可重构消费者的信任基础,也可助力实现农产品商业化的跨越式发展。

The food security incident caused by game between the interests and ethic constructed collective sense of insecurity, which urged the consumers seek for healthy and safe food. This provides the opportunity for the leaping development or agricultural products. Network trading platforms such as Taobao, We Chat and so on established the direct platform between the consumer and producer, which made the process of produce transparent and enforced the trust foundation of the consumer and it can help the produce leaping develop. The internet plus model maybe can provide the new path to the Chinese agricultural development.