李美羽 王成敏 张圣泉

摘  要：生鲜供应链的创新完善直接影响着生鲜农产品的流通效率及安全，也对农民收入和产业兴旺带来重要影响。传统生鲜供应链已不符合数字经济时代消费需求升级要求，新时代下生鲜供应链的创新完善推动乡村振兴发展的研究既具有现实需求，也利于长远发展。文章结合考虑生鲜供应链创新与乡村振兴，在分析传统生鲜供应链面临的变革需求及影响因素的基础上，对数字经济时代生鲜供应链创新推动乡村振兴发展的逻辑机理及路径进行研究，提出基于技术与流程聚焦的面向顾客需求的生鲜供应链数字化生态建设。

关键词：数字经济;生鲜供应链;乡村振兴;创新

中图分类号：F304.3    文献标识码：A

Abstract： The innovation and improvement of fresh supply chain directly affects the circulation efficiency and safety of fresh agricultural products， and also has an important impact on farmers' income and industrial prosperity. The traditional fresh supply chain does not meet the requirements of consumption demand upgrading in the era of digital economy. The study on the innovation and improvement of fresh supply chain in the new era to promote the revitalization and development of rural areas not only has practical needs， but also is conducive to long-term development. This paper combines rural revitalization with fresh supply chain innovation. Based on the analysis of the traditional fresh supply chain reform demand and influencing factors， discusses the logical mechanism framework of fresh food supply chain innovation to promote rural revitalization and development in the digital economy has been discusses， and proposed a digital ecological construction framework for the fresh supply chain oriented to customer needs based on technology and process focus.

Key words： digital economy; fresh supply chain; rural revitalization; innovation

0  引  言

作為农产品中的特殊一类，生鲜农产品在国民日常消费需求及实际支出中占比愈来愈高，对农业经济的作用愈发重要，生鲜供应链的创新完善直接影响生鲜农产品的流通效率与安全，影响农民收入和农业发展，是实施乡村振兴战略、实现农业发展、农民增收和农村繁荣的重要手段。

近年来，各级政府部门、农业行业协会及涉农企业与电商平台等协同合作，在完善生鲜农产品供应链模式方面取得一定成效。文献[1-4]研究生鲜供应链模式，文献[5-7]探讨了生鲜供应链定价与成本利润分配决策，文献[8]分析了生鲜供应链的业务运作与优化，文献[9-11]研究生鲜供应链渠道融合问题。关于生鲜供应链创新的文献较少，且多集中在模式层面，如文献[12]和[13]。……