王伟

摘要：为了改善优化农产品流通渠道，以现阶段农产品流通方式为研究基础，推动形成“流通环节少、信息充分共享、生产与销售衔接”特点的基于“供需对接”的农产品现代流通渠道。以典型优质农产品为突破口，在上游流通渠道建立以农户为主体，以产品经理为代表的农产品产地直供模式；下游流通渠道中建立以訂单为依托、以基层网络实体店为体验的销售模式来满足终端顾客需求。建立以区域移动互联网为基础的现代化信息共享平台，实现区域内所有农产品流通信息的交换与共享，以此实现上游供给与下游需求的完美对接。

关键词：农产品；现代流通；供需对接；渠道分析

中图分类号：F731.1 文献标识码：A

文章编号：0439-8114（2018）16-0128-06

DOI：10.14088/j.cnki.issn0439-8114.2018.16.031 开放科学（资源服务）标识码（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

自中国实行改革开放后，农产品流通市场体制开始形成并逐步发展。中国农产品流通渠道经历了3种不同发展阶段：第一阶段是20世纪80年代，农产品流通体系以批发市场为中心，主要进行多层级和直线型的农产品流通；第二阶段是20世纪90年代，形成以超市为主体的农超合作对接的农产品流通渠道；第三阶段是2011年以来形成了以电子商务为主导的利用电商平台展开的新型农产品流通渠道[1]。从目前发展格局来看，多种流通渠道并存，各有优劣，但共同点是无法满足当前农产品现代流通需求，甚至一定程度上影响了中国农业产业化的可持续发展。本研究在分析现有农产品流通渠道优劣的基础上，提出了一种具有“流通环节少、信息充分共享、生产与销售衔接”特点的基于“供需对接”的农产品现代流通渠道模式。……