全渠道模式下农产品供应链整合的理论框架与保障机制

Theoretical Framework and Guarantee Mechanism of Agro-food Supply Chain Integration(ASCI)in the Context of Omni-Channel Retail

全渠道模式下农产品供应链整合本质上体现为以全渠道营销逆向驱动农产品供应链整合的过程。推进全渠道模式下农产品供应链整合,一方面应结合全渠道模式发展对供应链的影响,并针对全渠道模式下农产品供应链整合的运作特点,从组织层面、资源层面、信息层面对农产品供应链进行深度变革与重构,推动形成以消费需求为核心、以全渠道能力为支撑、以信息技术为手段的农产品全渠道供应链网络和生态系统;另一方面还必须建立一套以需求分析与反馈机制、物流配送与追溯机制、信息共享与治理机制、利益协调与分配机制为核心的运营保障机制,以确保农产品供应链整合活动的有效进行。

In the context of omni-channel retail,the agro-food supply chain integration(ASCI)is essentially a reverse integration process driven by omni-channel marketing.To promote the ASCI in the context of omni-channel marketing,on the one hand,we should combine the impact of the development of the omni-channel mode on the supply chain,and in view of the operational characteristics of the integration of agro-food supply chain under the omni-channel mode,carry out in-depth reform and reconstruction of the agro-food supply chain from the organizational level,resource level and information level,so as to promote the formation of the agro-food supply chain network and ecosystem with the consumer demand as the core,omni-channel capability as the support,and information technology as the means.On the other hand,it is also necessary to establish a set of operation guarantee mechanism with demand analysis and feedback mechanism,logistics distribution and traceability mechanism,information sharing and management mechanism,benefit coordination and distribution mechanism as the core to ensure the effective implementation of agro-food supply chain integration activities.