电商环境下山东省生鲜农产品供应链发展探究

Development of Fresh Agricultural Products Supply Chain in Shandong Province under E-commerce Environment

数字经济飞速发展为生鲜农产品搭乘电商快车提供了有利的外部环境,生鲜农产品的特殊性使得供应链成为流通的“主动脉”。山东省作为农业大省,生鲜农产品产量稳居全国前列,但供应链问题始终制约着生鲜农产品流通环节和销售环节,省内生鲜农产品电商供应链发展尚处于探索阶段,供应环节长、沉没成本高、购物体验不佳等买难卖难问题并存。新时代背景下生鲜电商平台挖掘网络数据红利,加快畅通生鲜农产品电商供应“最初一公里”,构建农商链条一体化生态圈,成为促进“山东好品”走出农村、走向全国,打通供销两端“最鲜一公里”的关键环节。

The rapid development of digital economy provides a favorable external environment for fresh agricultural products to take the express train of e-commerce.The particularity of fresh agricultural products makes the supply chain become the"aorta"in circulation.As a large agricultural province,Shandong Province ranks the top in the output of fresh agricultural products in China,but supply chain problems always restrict the circulation link and sales link of fresh agricultural products.The development of the e-commerce supply chain of fresh agricultural products in Shandong Province is still in the exploratory stage,with problems such as long supply link,high sunk cost and poor shopping experience coexist.Under the background of the new era,fresh e-commerce platform mining network data dividend,speed up the smooth flow of fresh agricultural products e-commerce supply"the first kilometer",build the integrated ecological circle of agricultural and commercial chain,become a key move to promote"Shandong good product"out of the countryside,to the country,open up the supply and marketing at both ends of the"fresher one kilometer".