基于统筹城乡信息平台的农产品电子商务模式研究

发布时间：2018-08-29 18:03

【摘要】：当前我国农产品流通不畅已经成为影响居民消费、制约农民增收致富的重要因素，作为新兴交易模式的电子商务未能在解决农产品流通问题中发挥出应有的作用。切实厘清农产品电子商务的特点，深入剖析当前农产品电子商务发展的现状和问题，建立促进农产品电子商务发展的长效机制，具有重要的理论和现实意义。农产品电子商务是电子商务在农业领域里的运用，是以农产品生产为核心而发生的一系列电子化交易活动，包括农业生产管理、农产品网络营销、物流管理、电子支付及客户关系管理等。农产品电子商务主体包括实施主体和支持主体，农产品电子商务客体即为农产品。当前农产品电子商务主要有七种代表性模式，即：（1）目录模式；（2）信息中介模式；（3）虚拟社区模式；（4）电子商店模式；（5）电子采购模式；（6）供应链整合模式；（7）第三方电子交易市场模式。当前我国的农产品电子商务发展，面临着农产品质量安全标准体系建设滞后、农村信息化基础设施薄弱、农村信息人才缺乏、网络诚信与网络安全形势严峻等外部问题，同时还存在着农民组织化程度低、农业企业信息化水平低、对农产品电子商务认识不足和农产品保鲜与物流发展不成熟等内部问题。生鲜蔬菜是是一类质量要求严格、保质保鲜困难、易损耗、物流存储资产专用性大的大众消费农产品，既具有一般农产品的共性，也因其鲜嫩依附性具有明显的个性。生鲜蔬菜电子商务运作机制的解决对所有农产品的电子商务业务都具有重要的参考价值。基于统筹城乡信息平台，采用SO及ST战略开展生鲜蔬菜电子商务具有可行性。基于统筹城乡信息平台的生鲜蔬菜电子商务运作，必须坚持农民增收原则、市场化原则和因地制宜原则，以促进农业增效、农民增收、引导和推动安全农产品的生产、降低农产品营销交易成本和创新农产品电子商务经营模式为目标。基于统筹城乡信息平台生鲜蔬菜电子商务的实施主体包括农户、农民合作经济组织、农业企业（生产和加工）、统筹城乡信息平台以及消费者，其中统筹城乡信息平台是电子商务供应链的主导者；支持主体包括政府部门、金融保险机构、科研机构、中介机构、食品认证机构等。基于统筹城乡信息平台的生鲜蔬菜电子商务供应链系统，由实施主体和支持主体所构成，从供应链环节上可分为上游、中游和下游环节，包括生产、加工、销售、物流主体和消费者。基于统筹城乡信息平台生鲜蔬菜电子商务的运行机制，包括发展机制、组织机制、利益协调机制和风险防范机制四个方面。从发展机制来看，要合理选择生鲜蔬菜电子商务供应链节点成员，建立合理的供应链合作模式。从组织机制来看，生鲜蔬菜电子商务供应链组织包括农户、农民合作经济组织、农业企业以及平台本身，要努力培育壮大组织成员。从利益协调机制来看，要在坚持保护农民利益原则、利益共享原则、统筹兼顾原则和利益透明化原则的前提下，通过构建合理的利益调节机制、利益制衡机制和利益诉求机制，在供应链各主体之间建立畅通的利益诉求通道,公平合理的进行利益分配,实现供应链的协调发展。从风险防范机制来看，，要建立自然风险、市场风险、契约风险和利益分配风险的防范机制。生鲜蔬菜电子商务供应链的平稳运行和发展壮大需要四项机制的共同协调运行。
[Abstract]:At present, the poor circulation of agricultural products in China has become an important factor affecting the consumption of residents and restricting the increase of farmers'income. As a new trading mode, e-commerce has not played its due role in solving the circulation of agricultural products. It is of great theoretical and practical significance to establish a long-term mechanism to promote the development of e-commerce for agricultural products.
Agricultural products e-commerce is the application of e-commerce in the field of agriculture. It is a series of e-commerce activities taking the production of agricultural products as the core, including agricultural production management, agricultural products network marketing, logistics management, electronic payment and customer relationship management. The object of product e-commerce is agricultural products. At present, there are seven representative models of agricultural e-commerce, namely: (1) catalogue model; (2) information intermediary model; (3) virtual community model; (4) e-shop model; (5) e-procurement model; (6) supply chain integration model; (7) third-party e-commerce market model. The development of agricultural products e-commerce is facing some external problems, such as the lag of the construction of agricultural product quality and safety standard system, the weakness of rural informatization infrastructure, the lack of rural information talents, the serious situation of network integrity and network security, etc. At the same time, there are still some problems, such as the low degree of farmers'organization, the low level of agricultural enterprises' informatization, and the recognition of agricultural products e-commerce. Problems such as inadequate knowledge, preservation of agricultural products and immature development of logistics.
Fresh vegetables are a kind of consumer agricultural products with strict quality requirements, difficult quality and freshness preservation, easy to wear and tear, and high specificity of logistics storage assets. They not only have the commonness of general agricultural products, but also have obvious individuality because of their freshness and tenderness dependence. It has important reference value. Based on the urban and rural information platform, it is feasible to use SO and ST strategy to carry out e-commerce of fresh vegetables.
In order to promote agricultural efficiency, increase farmers'income, guide and promote the production of safe agricultural products, reduce the transaction cost of agricultural products marketing and innovate the management mode of agricultural products e-commerce, we must adhere to the principles of increasing farmers' income, marketization and suiting measures to local conditions. Coordinating the implementation of e-commerce for fresh vegetables in urban and rural information platform includes farmers, farmers'cooperative economic organizations, agricultural enterprises (production and processing), urban and rural information platform and consumers, in which coordinating urban and rural information platform is the leader of e-commerce supply chain; supporting subjects include government departments, financial and insurance institutions, scientific research machines. The fresh vegetables E-commerce supply chain system based on the urban and rural information platform is composed of the implementation subject and the support subject. From the supply chain link, it can be divided into upstream, middle and downstream links, including production, processing, sales, Logistics Subject and consumers.
On the basis of coordinating the operation mechanism of e-commerce of fresh vegetables in urban and rural information platform, it includes four aspects: development mechanism, organization mechanism, interest coordination mechanism and risk prevention mechanism. Fresh vegetable e-commerce supply chain organizations include farmers, farmers'cooperative economic organizations, agricultural enterprises and the platform itself. We should strive to cultivate and strengthen the members of the organization. Interest adjustment mechanism, interest checks and balances mechanism and interest appeal mechanism should be established among the main bodies of the supply chain to establish a smooth channel of interest appeal, fair and reasonable distribution of interests, and achieve the coordinated development of the supply chain. The smooth operation and development of e-commerce supply chain for fresh vegetables need the coordinated operation of four mechanisms.
【学位授予单位】：中国农业科学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F724.6;F323.7

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