基于SWOT分析框架下的直播带货对农产品供应链管理的影响  

Based on the SWOT Analysis Framework,the Impact of Live Delivery of Goods on Agricultural Product Supply Chain Management

作　　者：陈毅 上官瀚宇 杨建州[2] CHEN Yi;SHANGGUAN Hanyu;YANG Jianzhou(Fuzhou Polytechnic,Fuzhou 350108,China;Fujian Agriculture and Forestry University,Fuzhou 350002,China)

机构地区：[1]福州职业技术学院,福建福州350108 [2]福建农林大学,福建福州350002

出　　处：《物流科技》2021年第6期140-143,共4页Logistics Sci-Tech

基　　金：福建省科技厅软科学重点项目(2012R0009);福建省教育厅中青年教师教育科研项目(JAT201529)。

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。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.

关 键 词：直播带货 农产品 供应链管理 

分 类 号：F713.365.2[经济管理—产业经济]