基于F2C模式的农产品可视化溯源体系研究

Study on visual traceability architecture of agricultural products based on F2C model

【目的】探讨可视化溯源对农产品销售的带动作用,解决农产品质量安全及农产品“销售难”问题,助力乡村产业振兴。【方法】以淅川花崖养殖农民专业合作社等农业生产主体为例,结合平台的短视频、直播等技术手段,开展品牌推广、产品推介、乡村宣传等农产品销售经营活动及乡村振兴宣传展示活动,提出物联网电商概念。【结果】研发“村视乡音”可视化溯源物联网电商平台,构建“农场-消费者”F2C农产品销售模式,建立“基地网红”“品牌网红”“地域网红”等物联网电商的“农业网红”模式,促使粉丝(消费者)向“生产基地”和“农户”沉淀,改变传统新媒体电商平台的“名人网红”模式。【结论】通过可视化溯源等手段增加农产品销售效益,提高农民参与农产品溯源的积极性,提高农产品的质量和品质,推动农业生产从“数量”向“质量”转变,为农业供给侧结构性改革提供参考。

【Objective】The driving effect of visual traceability on the sales of agricultural products was explored to solve the problems of the quality and safety of agricultural products and“difficult sales”of agricultural products,and to promote the revitalization of rural productions.【Method】Taking Huaya Farmers’Professional Breeding Cooperative in Xichuan County as an example,combined with the platform’s short video,live streaming and other technical means,the activities of agricultural products sales and management and rural revitalization publicity and display including brand promotion,product promotion and rural publicity were carried out.At the same time,the concept of Internet of Things e-commerce was also proposed by the author.【Result】The Internet of Things e-commerce platform for village video and voice was developed and implemented.Through the establishment of the“farm-consumer”F2C agricultural product sales model,the“agricultural network influencer”mode of Internet of Things e-commerce such as“agricultural base network influencer”,“brand network influencer”and“regional network influencer”was constructed to promote the fans(consumers)to associate with“production bases”and“farmers”gradually and change the traditional new media e-commerce platform“celebrity network influencer”mode.【Conclusion】Through visual traceability to improve the sales efficiency of agricultural products,the enthusiasm of farmers to participate in the traceability of agricultural products was improved.Moreover,the transformation of agricultural production from“quantity”to“quality”was also promoted through the active improvement of the quality of agricultural products.The research of this paper could provide reference for agricultural supply-side structural reform.