陈毅 上官瀚宇 杨建州

摘  要：新媒体技术广泛地运用在农产品交易之中，引发了农产品供应链管理的变革，尤其在现行新媒体下直播带货模式，一场直播的销售能力，超过以往一个月甚至一年销售量。不仅化解偏远地区农产品的滞销难题，也助力我国脱贫攻坚，但短时间大量的订单同时也引发了售后、物流、保鲜、订单处理、库存及订单等一系列问题，这种以销售订单拉动式影响着农产品供应链管理效率，是一种挑战，更是一种机遇。基于SWOT分析直播带货对农产品供应链管理的影响，提出农产品供应链管理应当秉承以用户需求（订单）为中心的管理理念;发展物流现代化和冷链物流;完善乡村基础网络设施，助力乡村信息化建设;结合新信息技术，构建智慧农产品供应链。

关键词：直播带货;农产品;供应链管理

中图分类号：F713.365.2    文献标识码：A

Abstract： New media technology is widely used in agricultural products trading， which has triggered changes in agricultural product supply chain management， especially under the current new media live broadcast mode， the sales capacity of a live broadcast exceeds the previous month or even a year. It not only resolves the problem of unsalable agricultural products in remote areas， but also helps my country's poverty alleviation. However， a large number of orders in a short period of time also caused a series of problems in after-sales， logistics， preservation， order processing， inventory and orders. This type of sales order-driven affecting the efficiency of agricultural supply chain management is a challenge， but also an opportunity. Based on SWOT analysis of the impact of live delivery of goods on agricultural product supply chain management， it is proposed that agricultural product supply chain management should adhere to the management concept centered on user needs（orders）; develop logistics modernization and cold chain logistics; improve rural infrastructure network facilities to help rural information construction; new information technology to build smart agricultural product supply chain.

Key words： live delivery; agricultural products; supply chain management

0  引  言

2020年突发的新冠肺炎疫情对农产品贸易影响巨大，特别是在偏远地区引起的农产品严重滞销问题，当地政府在倡导复工复产中，关注的重点就是如何解决农产品销售问题。直播带货带来新的销售渠道，其优点是多平台、多产品、速度快、频次高，交易过程具有转换率高、成本低、使用简单是疫情期间解决农产品贸易的最合适选择。“直播带货”作为新的销售渠道，遵循现代商业发展规律，刺激了国内需求，大幅降低交易成本，也能最大限度地展现商品价值，更能为客户提供优质现场体验服务，把客户转化为粉丝，可提高复购率，保障了供应链销售稳定，解决了滞销紧急需求，也增加农民收入，为脱贫攻坚增添了一抹科技力量。……