新零售经济下农产品供应链的整合机理研究

Research on Integration Mechanisms of Agricultural Product Supply Chain in the New Retail Economy

“十四五”是我国全面建成小康社会、开启全面建设社会主义现代化国家新征程的重要战略机遇期,迫切需要把满足国内需求作为发展的出发点和落脚点,推动形成以国内大循环为主体、国内国际双循环相互促进的新发展格局。畅通国内大循环,促进国内国际双循环,坚持扩大内需,这与零售行业分不开。当前,中国零售业步入“新零售”发展阶段。新零售形成以消费者为中心,需求端驱动,以线上线下为两翼,由数据、供应链、物流、支付、金融组成的新零售生态系统。新零售经济背景下,供应链模式创新是互联网时代零售业发展的新趋势,是打造特色农业全产业链的必然。文章首先提出新零售经济的意义,其次论述传统农产品供应链模式,以及基于新零售理念下农产品流通实操转变,即角色转变、内容转变、理念转变,最后重点探索了新零售经济下农产品供应链整合机理,对推动新零售经济下农业产业化,实现乡村振兴具有重要意义。

The"14th Five-Year Plan"represents a crucial strategic opportunity period for China to build a moderately prosperous society in all respects and embark on a new journey of building a modern socialist country.It is urgent to prioritize meeting domestic demand as the starting point and foundation of development,promoting the formation of a new development pattern where the domestic circulation serves as the mainstay and domestic and international circulations reinforce each other.The retail industry is inseparable from facilitating the domestic circulation,promoting the dual circulation of domestic and international markets,and insisting on expanding domestic demand.At present,China's retail industry has entered the stage of"new retail"development.The new retail has formed a consumer-centered,proactive and online-offline new retail ecosystem composed of data,supply chain,logistics,payment and finance.Under the background of new retail economy,supply chain model innovation has become a new trend in the development of the retail industry in the internet era and is essential for building the whole industrial chain of featured agriculture.This paper first proposes the significance of the new retail economy,then discusses traditional agricultural product supply chain models,and transitions to practical changes in agricultural product circulation based on new retail philosophy—specifically,shifts in roles,content,and philosophies.Finally,it explores in depth the integration mechanisms of agricultural product supply chains under the new retail economy,emphasizing their importance in promoting agricultural industrialization under the new retail economy and achieving rural revitalization.