有机产品认证下湖南有机农业“互联网+”新零售探析  

New Retail of Organic Agriculture with“Internet+”under Organic Product Certification in Hunan

作　　者：张拥华[1] 龙凌[1] ZHANG Yong-hua;LONG Ling(Hunan Industry Polytechnic,Changsha 410208,Hunan)

机构地区：[1]湖南工业职业技术学院,湖南长沙410208

出　　处：《湖南工业职业技术学院学报》2020年第4期19-23,共5页Journal of Hunan Industry Polytechnic

基　　金：湖南省情与决策咨询研究2015年度立项课题“基于有机产品认证的湖南有机农业‘互联网+’应用研究”(项目编号:2015ZZ141)。

摘　　要：有机农业是保障人们食品健康安全和生态平衡发展的重要发展方向。文章对湖南有机产品认证进行深入分析发现,湖南有机认证取得了一定的成就,示范性集群已形成,但整体认证程度不高,区域发展不平衡,品类结构发展不合理。针对以上问题,文章提出湖南可参考有机农业发达国家及地区举措,加大有机农业政策补助,加强有机产品行业监管,倡导行业内有偿技术服务,扩大有机产品宣传,解决有机农业的政策扶植、技术难关、认证收益、公众信任等问题。在此基础上,文章提出了采用多种会员制共享农场经营成果、开展软文+短视频+直播多媒体运营以及拓展有机农业衍生增值服务三个有机农业“互联网+”新零售运营思路。Organic agriculture is an important development direction to ensure people's food safety and ecological balance.Through the analysis of organic product certification in Hunan,we find that organic certification in Hunan has made some achievements,and the demonstrative effect has been formed,but the overall certification level is not high,the regional development is unbalanced,and the category structure development is unreasonable.In view of the above problems,this paper proposes that we can make policy for organic agriculture,strengthen the supervision of organic industry,advocate the paid technical services in the industry,expand the publicity of organic products to solve the problems of policy support,technical difficulties,certification benefits,and public trust by reference to organic agriculture of developed countries and regions.Then,this paper puts forward three ideas for new retail of organic agriculture with“Internet+”,such as sharing the farm operation results with various membership systems,developing multimedia operation with soft article,short video and live broadcast and expanding the value-added services of organic agriculture.

关 键 词：有机认证 有机农业 会员制 软文+短视频+直播多媒体运营 衍生增值服务 

分 类 号：G642.4[文化科学—高等教育学]