大数据背景下我国农产品流通渠道变革实现路径与保障机制

Research on Realization Path and Mechanism of China’s Agro-product Circulation Channels Evolution in the Context of Big Data

近几年,大数据信息采集、存储、分析等现代信息技术在农产品流通领域的应用越来越广,对农产品消费方式、流通渠道模式及农产品物流产生了重要影响。当前,我国传统的以农产品批发市场和零售企业为核心的农产品流通渠道在满足新消费需求及个性化服务等方面越来越不适应大数据技术的需要,成为制约我国农产品市场快速发展的瓶颈。面对这样的情况,探讨大数据背景下农产品流通渠道变革的实现路径与保障机制显得尤为重要和迫切。大数据背景下农产品流通渠道的变革意味着对传统农产品流通渠道系统的创新和发展,需要综合考虑当前农产品流通渠道现实,结合信息技术发展趋势,并以大数据应用为突破口。一方面,要应用数据采集和分析系统,对农产品流通中的各类信息进行采集、融合、处理,构建基于大数据信息平台的智能交易网络,打造基于大数据技术的流通一体化链条;另一方面,要以渠道整合为手段,建立和实施以质引需、以需定产、以产定销、少环节、多功能的流通渠道,打造模块化的供需对接新链路流通模式,结合新零售发展大力推进农产品全渠道流通。此外,为确保大数据背景下农产品流通渠道变革的顺利进行,还要建立健全以利益协调机制、物流配送机制、信息管理机制为核心的运营保障机制。

In recent years,big data information technology has been more and more widely used in the field of agro-products circulation,which has an important impact on the consumption mode,circulation channel mode and logistics mode of agroproducts.At present,China’s traditional circulation channels of agro-products,with the wholesale market and retail enterprises as the core,are increasingly unable to meet the needs of new consumption demands and personalized services.It has become a bottleneck restricting the rapid development of China’s agro-product market.Therefore,it is particularly important and urgent to explore the realization path and mechanism of China’s agro-product circulation channels evolution(ACCE)in the context of big data.The ACCE means the innovation and development of traditional agro-product circulation channels system.To promote the ACCE,it is necessary to comprehensively consider the current situation of agro-product circulation channels,combine with the development trend of IT,and take the application of big data as a breakthrough point.On the one hand,we should take advantage of the data collection and analysis system to collect,integrate and process different kinds of information in agro-product circulation,build the smart transaction network based on the big data information platform,and establish the circulation integrated chain based on the technology of big data;on the other hand,we should take channel integration as the measure,establish and implement the circulation channel with quality-oriented demand,demand-oriented production,production-oriented marketing,less linkage,and multi-function,build a new"supply and demand docking"circulation mode based on modularity,and work hard to promote the omni-channel circulation with the combination of new retail.Besides,to ensure the smooth development of reform in agro-product circulation,we should also establish and perfect the operation guarantee mechanism taking coordination mechanism of interests,logistics distribution mechanism and information management mechanism as the core.