“新零售”时代电子商务推动农产品流通体系转型升级的机理研究及实施路径

The Mechanism and Implementation of E - commerce to promote the Transformation and Upgrading of Agricultural Products Circulation System in New Retail Era

摘要:

基于物联网、大数据、云计算等现代信息化科学技术的发展,以及新零售时代产品、物流、服务线上线下全渠道发展的背景,研究电子商务对农产品流通转型升级的作用机理和实施路径,对于实现农产品流通的精准化、规范化、标准化服务,拓展高价值的农产品流通渠道有着重要的意义,也为政府监管提供了相应的理论依据。文章在界定新零售时代、电子商务和农产品流通等概念、综述国内外相关领域的研究现状的基础上,分析了我国农产品流通的发展现状、模式和瓶颈。认为我国的农产品流通不仅存在着进出壁垒高、流通效率低、技术水平落后、专业人才匮乏等转型升级的内在动力,还受到了信息技术高速发展、消费者个性化需求不断提高、农产品跨境贸易逐步升级、城市管理加速规范等外在动力,驱动着传统的农产品流通产业转型升级。文章从技术的创新与扩散、资本的集中与输出、规模经济效益的产生和集聚经济效果的形成四方面构建了分析模型,深入分析了新零售时代电子商务推动传统农产品流通转型升级的作用机理。并针对新零售时代农产品流通业可能面对的挑战,提出应当充分利用大数据资源实现精准化服务,不断完善相关标准和法规推动新时代农产品流通的规范化、标准化管理,在此基础上拓宽高价值的农产品流通渠道。

关键词:新零售;电子商务;农产品流通;作用机理;实施路径

Abstract:

Based on the development of modern informatization science and technology such as internet of things, big data and cloud computing, as well as the all-channel development of products, logistics and service in the new retail era, studying the mechanism of e-commerce on the transformation and upgrading of agricultural products circulation is of great significance for standardizing the agricultural products circulation and expanding the distribution channels of high-value agricultural products, and also provides the corresponding theoretical basis for government regulation. On the basis of defining the concepts of new retail era, e-commerce and circulation of agricultural products, and reviewing the current research situation in related fields both at home and abroad, this article analyzes the current situation, mode and bottleneck of the circulation of agricultural products in China. It is considered that the circulation of agricultural products in our country not only exists inherent barriers such as high barriers to entry and exit, low circulation efficiency, backward technology, lack of professionals and other transformation and upgrading motivation, but also been driven by the rapid development of information technology, the increasing demand of individualized consumers, the gradual escalation of cross-border trade of agricultural products and the acceleration of norms of urban management. All this together drives the transformation and upgrading of the traditional agricultural products circulation industry. This paper constructs the analysis model from four aspects: the innovation and diffusion of technology, the concentration and export of capital, the production of economies of scale and the formation of agglomeration economic effects, and deeply analyzes the mechanism of e-commerce promoting the transformation and upgrading of circulation of traditional agricultural products in the new retail era. In view of the possible challenges in the circulation of agricultural products in the new retail era, it is proposed that the government should make full use of big data resources to achieve accurate services, continuously improve relevant standards and regulations, and promote the standardization and standardization of circulation of agricultural products in the new era, so as to broaden the channels of high-value agricultural products circulation.

Key words:New retail; E-commerce; Circulation of Agricultural Products; Mechanism; Implementation Path