大数据视角下的欠发达地区农产品电子商务平台创新研究*——以甘肃陇南为例

RESEARCH ON INNOVATION OF E COMMERCE PLATFORM FOR AGRICULTURAL PRODUCTS IN UNDERDEVELOPED AREAS FROM THE PERSPECTIVE OF BIG DATA*——LONGNAN CITY OF GANSU AS AN EXAMPLE

关键词:  大数据农产品电子商务平台创新陇南

Key words:  big data  agricultural products  E commerce platform  innovation  Longnan city

摘要:

［目的］随着网络技术、云技术的快速发展，大数据信息采集及挖掘应用成为决定区域发展的重要因素。农产品电子商务对于化解农业生产中的“小农户”和“大市场”之间的矛盾、有效推进农村产业融合发展和农村经济转型具有重要的作用。欠发达地区农产品电子商务整体上还处于起步阶段，缺少彰显区域特色的电商平台。如何将大数据技术和思维与电子商务平台有效整合，对于有效化解欠发达地区“三农”问题具有重要的意义。［方法］以甘肃省陇南市为例，采用调查法和统计分析法，探讨大数据对欠发达地区农产品电子商务平台发展的作用，系统分析农产品电子商务平台发展的主要困境，从大数据视角，探究欠发达地区农产品电子商务平台创新路径。［结果］欠发达地区农产品电子商务平台发展的主要困境为农产品网店竞争实力还待提升，特色馆可持续发展有待市场考验，“农产品上行”任务艰巨。在此基础上，从大数据视角，提出了陇南市农产品电子商务平台创新路径：构建各方双向互动的农产品电子商务平台体系，以农业大数据建设提高其对农产品电子商务平台的支撑，以大数据促进农业标准化建设和农产品追溯体系建设，以大数据促进电商人才的培养等。［结论］大数据有利于实现农业精准生产，优化农产品电子商务智慧营销，使农产品流通实现全程跟踪可追溯。

Abstract:

With the rapid development of network and cloud, big data information collection and mining applications have become an important factor that determines the development of the region. E commerce in agriculture is very important in resolving the contradiction between "smallholder farmers" and "big market" in agricultural production, which effectively promotes the integration of rural industries and transforms the rural economy. E commerce in agriculture of underdeveloped areas is still at an initial stage and lacks an e commerce platform that highlights regional characteristics. It is of very significance for effectively solving the "three rural issues" problem in underdeveloped regions that effectively integrate big data technology and thinking with e commerce platforms. Taking Longnan city of Gansu province as an example, this paper explored the role of big data in the development of e commerce platforms for agricultural products in underdeveloped regions, made a systematic analysis of the main difficulties of the development of agricultural e commerce platforms, and sought the path of innovation in e commerce platforms for agricultural products in underdeveloped regions from the perspective of big data. The results were showed as follows. Big data was good for producing accurate agriculture, optimizing e commerce marketing of agricultural products and making the circulation of agricultural products traceable throughout the entire track. The main dilemmas of development of Longnan agricultural e commerce platform were that the competitiveness of agricultural products online store was to be improved, the sustainable development of special museum was to be tested by the market, and the task of "rising agricultural products" was hard. The article puts forward the innovation path of Longnan agricultural e commerce platform from the view of big data, i.e., building a two way interactive agricultural e commerce platform system, improving its support for agricultural e commerce platform by agricultural big data construction, promoting the construction process of agricultural standardization and agricultural product traceability system with the agricultural big data, promoting the cultivation of e commerce talents with the help of agricultural big data. In summary, big data is conducive to the realization of agricultural precision production, the optimization of e commerce intelligent marketing of agricultural products, and the realization of full tracking and traceability of agricultural products circulation.