大数据背景下农产品连锁经营策略分析--以舟山市生鲜农产品为例  

Analysis of Agricultural Products Chain Management Strategy under the Background of Big Data-Taking Zhoushan Fresh Agricultural Products as an Example

作　　者：周子旋 陈杰忠 ZHOU Zi-xuan;CHEN Jie-zhong(School of Economics and Management,Zhejiang Ocean University,Zhoushan,Zhejiang 316022)

机构地区：[1]浙江海洋大学经济与管理学院,浙江舟山316022

出　　处：《安徽农业科学》2022年第20期211-213,222,共4页Journal of Anhui Agricultural Sciences

摘　　要：大数据技术的出现改变了传统农业经营模式,也为生鲜农产品的连锁经营提供了支持,同时也对农产品企业提出了更高的要求。以浙江舟山市为研究对象,发现当地生鲜农产品连锁企业存在着规模小效益不足、物流体系不健全生鲜农产品损耗较大、营销模式单一、供应链管理水平低下等问题。并以大数据作为背景,探究大数据对于生鲜农产品连锁经营的作用,包括降低生鲜农产品市场的不平衡性、推动农业企业经营的规范化、提高农业品牌化程度这3个方面。并在大数据背景下针对上述问题对舟山市生鲜农产品连锁经营提出一系列改进措施,包括创新生鲜农产品连锁经营服务平台、因地制宜建立差异性生鲜农产品连锁形态、转变生鲜农产品品牌营销模式、创新连锁经营形式,为舟山市生鲜农产品连锁经营的可持续发展提供参考。The emergence of big data technology has changed the traditional agricultural management mode,provided support for the chain operation of fresh agricultural products,and put forward higher requirements for agricultural products enterprises.Taking Zhoushan City,Zhejiang Province as the research object,this paper finds that there are some problems in local fresh agricultural products chain enterprises,such as small scale,insufficient benefit,imperfect logistics system,large loss of fresh agricultural products,single marketing model and low level of supply chain management.Taking big data as the background,this paper explores the role of big data in the chain operation of fresh agricultural products,including reducing the imbalance of fresh agricultural products market,promoting the standardization of agricultural enterprise management and improving the degree of agricultural branding.Under the background of big data,aiming at the above-mentioned problems,this paper puts forward a series of improvement measures for chain operation of fresh agricultural products in Zhoushan,including innovating service platform of chain operation of fresh agricultural products,establishing different chain forms of fresh agricultural products according to local conditions,changing brand marketing mode of fresh agricultural products,and innovating chain operation forms,so as to provide reference for the sustainable development of chain operation of fresh agricultural products in Zhoushan.

关 键 词：大数据 生鲜农产品 连锁经营 

分 类 号：S-9[农业科学]