大数据背景下农产品产销对接路径优化研究

Docking of Agricultural Production and Marketing Under the Background of Big Data:Path Optimization

基于大数据分析技术探索了农产品产销对接的路径优化和机制创新问题。通过对报刊、微博、论坛、新闻、视频、国外网站等媒体曝出的农产品滞销事件进行深度挖掘,发现除了产品属性、市场供需、物流供应链等表象因素以外,信息不对称导致的农产品产销对接路径受阻才是各地频现农产品滞销现象的根本原因;进而基于大数据分析构建了农产品产销对接路径,其实质是由信息不对称到信息对称的转换过程。研究结果有利于减少流通环节、提高农产品市场覆盖率、实现生产与消费的有效衔接。

This paper explores the path optimization and mechanism innovation of agricultural production and marketing docking based on big data analysis technology. Through an indepth excavation of unsalable agricultural products events revealed by newspapers,microblogging,forums,news,videos,foreign websites and other media,it discovers that besides appearance factors such as product attributes,market supply and demand,and logistics supply chain,the path of production and marketing docking hindered by asymmetric information was the fundamental reason for the frequent phe-nomenon of unfavorable sales of agricultural products. Therefore,this paper constructs the docking path for the agricultural production and marketing using the analysis of big data,the focus of which was the process from information asymmetry to information symmetry.