基于“供需對接”的農產品現代流通渠道優化

王偉

摘要：為了改善優化農產品流通渠道，以現階段農產品流通方式為研究基礎，推動形成“流通環節少、信息充分共享、生產與銷售銜接”特點的基于“供需對接”的農產品現代流通渠道。以典型優質農產品為突破口，在上游流通渠道建立以農戶為主體，以產品經理為代表的農產品產地直供模式；下游流通渠道中建立以訂單為依托、以基層網絡實體店為體驗的銷售模式來滿足終端顧客需求。建立以區域移動互聯網為基礎的現代化信息共享平臺，實現區域內所有農產品流通信息的交換與共享，以此實現上游供給與下游需求的完美對接。

關鍵詞：農產品；現代流通；供需對接；渠道分析

中圖分類號：F731.1 文獻標識碼：A

文章編號：0439-8114（2018）16-0128-06

DOI：10.14088/j.cnki.issn0439-8114.2018.16.031 開放科學（資源服務）標識碼（OSID）：

Optimization of Modern Distribution Channels of Agricultural Products Based on Supply and Demand Docking

WANG Wei

（Department of Management，Guangdong AIB Polytechnic College，Guangzhou 510507，China）

Abstract： At present， many kinds of agricultural product circulation channels coexist， each has its advantages and disadvantages， and can not fully adapt to the modern circulation demand of agricultural products. In order to improve and optimize the current circulation channels of agricultural products， we need to take the circulation mode of agricultural products at the present stage as the research basis， and promote the formation of modern circulation channels based on "supply and demand docking" based on the characteristics of "less circulation， full sharing of information， and connection of production and sales". That is， taking typical high quality agricultural products as the breakthrough， establishing a direct supply model of agricultural products in the upstream circulation channel， with the product manager as the main body and the product manager as the representative， and setting up the sale mode based on the order and the experience of the basic network entity store in the lower circulation channel to meet the end customer demand. A modern information sharing platform based on mobile Internet in a certain area is established to realize the exchange and sharing of all agricultural products in the region， so as to achieve the perfect docking of upstream supply and downstream demand.

Key words： agricultural products； modern circulation； supply and demand docking； channel analysis

自中國實行改革開放后，農產品流通市場體制開始形成并逐步發展。中國農產品流通渠道經歷了3種不同發展階段：第一階段是20世紀80年代，農產品流通體系以批發市場為中心，主要進行多層級和直線型的農產品流通；第二階段是20世紀90年代，形成以超市為主體的農超合作對接的農產品流通渠道；第三階段是2011年以來形成了以電子商務為主導的利用電商平臺展開的新型農產品流通渠道[1]。從目前發展格局來看，多種流通渠道并存，各有優劣，但共同點是無法滿足當前農產品現代流通需求，甚至一定程度上影響了中國農業產業化的可持續發展。本研究在分析現有農產品流通渠道優劣的基礎上，提出了一種具有“流通環節少、信息充分共享、生產與銷售銜接”特點的基于“供需對接”的農產品現代流通渠道模式。……