電商環(huán)境下山東省生鮮農(nóng)產(chǎn)品供應(yīng)鏈發(fā)展探究

Development of Fresh Agricultural Products Supply Chain in Shandong Province under E-commerce Environment

ZHANG Yueyue，" LI Yong" （School of Economics and Management， Yantai University， Yantai 264005， China）

摘" 要：數(shù)字經(jīng)濟(jì)飛速發(fā)展為生鮮農(nóng)產(chǎn)品搭乘電商快車(chē)提供了有利的外部環(huán)境，生鮮農(nóng)產(chǎn)品的特殊性使得供應(yīng)鏈成為流通的“主動(dòng)脈”。山東省作為農(nóng)業(yè)大省，生鮮農(nóng)產(chǎn)品產(chǎn)量穩(wěn)居全國(guó)前列，但供應(yīng)鏈問(wèn)題始終制約著生鮮農(nóng)產(chǎn)品流通環(huán)節(jié)和銷(xiāo)售環(huán)節(jié)，省內(nèi)生鮮農(nóng)產(chǎn)品電商供應(yīng)鏈發(fā)展尚處于探索階段，供應(yīng)環(huán)節(jié)長(zhǎng)、沉沒(méi)成本高、購(gòu)物體驗(yàn)不佳等買(mǎi)難賣(mài)難問(wèn)題并存。新時(shí)代背景下生鮮電商平臺(tái)挖掘網(wǎng)絡(luò)數(shù)據(jù)紅利，加快暢通生鮮農(nóng)產(chǎn)品電商供應(yīng)“最初一公里”，構(gòu)建農(nóng)商鏈條一體化生態(tài)圈，成為促進(jìn)“山東好品”走出農(nóng)村、走向全國(guó)，打通供銷(xiāo)兩端“最鮮一公里”的關(guān)鍵環(huán)節(jié)。

關(guān)鍵詞：生鮮農(nóng)產(chǎn)品；供應(yīng)鏈；電商

中圖分類號(hào)：F274文獻(xiàn)標(biāo)志碼：A

DOI：10.13714/j.cnki.1002-3100.2023.19.028

Abstract： The rapid development of digital economy provides a favorable external environment for fresh agricultural products to take the express train of e-commerce. The particularity of fresh agricultural products makes the supply chain become the

\"aorta\" in circulation. As a large agricultural province， Shandong Province ranks the top in the output of fresh agricultural products in China， but supply chain problems always restrict the circulation link and sales link of fresh agricultural products. The development of the e-commerce supply chain of fresh agricultural products in Shandong Province is still in the exploratory stage， with problems such as long supply link， high sunk cost and poor shopping experience coexist. Under the background of the new era， fresh e-commerce platform mining network data dividend， speed up the smooth flow of fresh agricultural products

e-commerce supply \"the first kilometer\"， build the integrated ecological circle of agricultural and commercial chain， become a key move to promote \"Shandong good product\" out of the countryside， to the country， open up the supply and marketing at both ends of the \"fresher one kilometer\".

Key words： fresh produce; supply chain; e-commerce

生鮮農(nóng)產(chǎn)品是指新鮮果蔬、新鮮肉蛋奶、鮮活水產(chǎn)品、活畜禽等農(nóng)產(chǎn)品。農(nóng)產(chǎn)品供應(yīng)鏈?zhǔn)侵竿ㄟ^(guò)對(duì)農(nóng)產(chǎn)品供銷(xiāo)環(huán)節(jié)進(jìn)行資金流、信息流、物流的控制，從農(nóng)產(chǎn)品的生產(chǎn)加工、存儲(chǔ)運(yùn)輸、批發(fā)零售等環(huán)節(jié)，綜合協(xié)調(diào)農(nóng)產(chǎn)品生產(chǎn)商、加工商、分銷(xiāo)商、零售商、消費(fèi)者等所有參與成員利益關(guān)系的功能網(wǎng)絡(luò)結(jié)構(gòu)。“互聯(lián)網(wǎng)+農(nóng)業(yè)經(jīng)濟(jì)”全面普及、電商環(huán)境優(yōu)化及國(guó)民消費(fèi)形態(tài)多樣化，加速了實(shí)體經(jīng)濟(jì)與虛擬經(jīng)濟(jì)融合，消費(fèi)需求成為生鮮農(nóng)產(chǎn)品供應(yīng)鏈轉(zhuǎn)型升級(jí)的重要驅(qū)動(dòng)。在電商平臺(tái)打響生鮮農(nóng)產(chǎn)品新零售第一槍后，生鮮農(nóng)產(chǎn)品供應(yīng)鏈迅速滲透到美團(tuán)優(yōu)鮮、盒馬生鮮、多多買(mǎi)菜、淘鮮達(dá)等各大品牌電商平臺(tái)，以“東方甄選”為代表的直播平臺(tái)也打造了“知識(shí)+帶貨”雙語(yǔ)直播新模式……，圍繞消費(fèi)者重新定位的供應(yīng)方式，拉近了城鄉(xiāng)之間的空間距離，極大縮短了供應(yīng)端和消費(fèi)端之間的供應(yīng)鏈條。