“互联网+”背景下特色生鲜农产品供应链的优化策略——以从化火龙果为例

Optimization Strategy of Supply Chain for Characteristic Fresh Agricultural Products under the Background of"Internet plus":Taking Pitaya Grown in Conghua as an Example

随着互联网的普及和现代信息技术的发展,广东省特色生鲜农产品供应链流通体系发生了巨大的变化和发展。通过调查问卷和实地走访发现,广东省从化火龙果供应链现有传统线下模式4种路径和“互联网+”模式3种路径,“互联网+”背景下从化火龙果供应链面临产品品牌知名度低,供应链成本高,销售渠道不顺畅,供应链成员契约性不强等方面的发展瓶颈。化解这些瓶颈需要通过互联网营销,构建标准化的物流流程,发展双渠道供应链模式,构建供应链的纵向协调机制等策略优化供应链,以利于提高广东省从化火龙果供应链的效率和效益,促进广东省特色生鲜农产品的可持续发展。

With the popularity of the Internet and the development of modern information technology,the supply chain circulation system of fresh agricultural products with characteristics in Guangdong Province has undergone tremendous changes and development.Through questionnaires and field visits,we find that there are four ways of traditional offline mode and three ways of"Internet plus"mode of pitaya supply chain in Guangdong Conghua.Under the background of"Internet plus",the supply chain is facing a development bottleneck,such as low brand awareness,high supply chain cost,unsmooth sales channels,and low contractual strength of supply chain members.To break the bottleneck,we need to optimize the supply chain through Internet marketing,building standardized logistics process,developing dual channel supply chain mode,and building vertical coordination mechanism of the supply chain,so as to improve the efficiency and benefit of the supply chain and promote the sustainable development of characteristic fresh agricultural products in Guangdong Province.