互联网背景下清远生鲜农产品流通优化问题的调查与思考

The Research of Circulation Optimization of Fresh Agricultural Products under the Background of the Internet—As a Case of Qingyuan City of Guangdong Province

电子商务为农产品流通提供了一个新的渠道,文章以广东省清远市为例,从政府、生鲜电商和生鲜农产品生产主体三个层面,借助田野调查、关键人物深度访谈以及非参与式观察法,探究作为一个以农业为主的地区级城市如何借助互联网推进生鲜农产品流通。由政府牵头,打造互联网流通平台,通过“农户+村股份经济合作社”的发展模式和“生鲜电商企业+农户”的合作共赢模式,让生鲜农产品生产向标准化和规模化转变,促成互联网规模销售。通过归纳和分析,提出促进互联网背景下生鲜农产品流通的优化建议。

E-commerce has provided a new channel for circulation of the Fresh Agricultural Products(FAP).From the perspectives of the government,the electronic businesses and the main producers of FAP,the research studied how to promote the circulation of FAP through the internet in Qingyuan City,an agriculture-oriented regional city,using the field surveys,the in-depth interviews with the key figures and the non-participatory observation.The results indicate that an internet circulation platform will be built with the lead of the government,the production of FAP will be transformed to standardization,and the internet scale sales will be eventually promoted through the development model of“farmers+village share economic cooperatives”and the cooperation and win-win model of“fresh e-commerce enterprises+farmers”.Through summarization and analysis,the research puts forward some suggestions for promoting the circulation of FAP under the background of the Internet.