生鲜农产品电子商务进程实证研究——以甘薯为例

THE EMPIRICAL STUDY OF FRESH AGRICULTURAL PRODUCTS ELECTRONIC COMMERCE——TAKING SWEET POTATOES AS AN EXAMPLE

关键词:  生鲜农产品 电子商务 甘薯 冷链物流 供应链 品牌

Key words:  fresh agricultural products  electronic commerce  sweet potato  cold chain  logistics supply chain  brand

摘要:

［目的］电子商务的出现和快速发展为生鲜农产品在网络上的销售提供了良好的平台。［方法］文章利用文献查阅法对我国生鲜农产品电子商务的发展历程进行简要论述，结合我国甘薯行业的电子商务发展情况进行初步的实证研究。［结果］分析发现，现阶段我国生鲜农产品电子商务发展所面临的主要限制性问题包括生鲜产品精选采购能力有限； 冷链物流配送硬件条件落后； 盈利模式不成熟； 消费者对产品质量的信任度低等。以甘薯为例，针对上述问题提出建立完善供应链，提升生鲜农产品的竞争力； 合理整合物流资源，发展专业的冷链系统； 建立专业化的运营，提升营销能力； 抓好产品的价格与特色建设； 加强生鲜产品的品质管控，树立品牌意识等措施建议，以期为我国生鲜农产品电子商务的健康持续发展提供理论参考。［结论］生鲜农产品电子商务的发展应以网络为依托，完善采购产品能力，提高冷链物流配送硬件条件，建立合理盈利模式，以强化我国生鲜农产品电销竞争力。

Abstract:

The emergence and rapid development of e-commerce provided a good platform for the sale of fresh agricultural products on the Internet. In this paper, the development of fresh agricultural products e-commerce in China was described briefly by means of literature review, and the sweet potato industry was empirically analyzed combined with the electronic commerce development in China. The results showed that the main restrictive problems of the fresh agricultural products e-commerce development in China were that the purchase ability of fresh agricultural products of electronic business enterprise was insufficient, the hardware conditions of cold chain logistics industry was behind, the electric business enterprise management pattern was immature enough, and the trust on the quality of fresh agricultural products was low. Finally, it further put forward some suggestions, such as improving the supply chain for the promotion of the competitiveness of the fresh agricultural products, rationally using the logistics resources to develop a professional cold chain system, establishing a professional operation system to enhance the marketing ability, paying special attention to the price of the product and characteristic construction, enhancing the quality control of raw products, and establishing brand awareness, etc., so as to provide a reference for the healthy and continuous development of electronic commerce of fresh agricultural product in China. The development of fresh agricultural products in electronic commerce should be supported by network, improve the ability to purchase products, improve the cold chain logistics hardware conditions, establish a reasonable profit model, in order to strengthen the competitiveness of electricity sales of fresh agricultural products.