区块链技术在生鲜农产品物流营销中的应用研究  

Application of Blockchain in Logistics Marketing of Fresh Agricultural Produce

作　　者：杨志鹏 谭晓晴 Yang Zhipeng;Tan Xiaoqing(School of Economics and Management,Guangzhou Vocational University of Science and Technology,Guangzhou 510550,China)

机构地区：[1]广州科技职业技术大学经济与管理学院,广州510550

出　　处：《无锡商业职业技术学院学报》2023年第3期1-6,共6页Journal of Wuxi Vocational Institute of Commerce

摘　　要：区块链技术在生鲜农产品物流营销中的应用有利于促进生鲜农产品销售。当前,生鲜农产品物流营销中存在消费者可获得数据的真实性难以保证、消费者需求得到满足的速度滞后、消费者承担信息不对称产生的产品溢价、产品数据难追溯等问题。基于区块链的创新特征及其与生鲜农产品流通需求的耦合性,提出运用区块链的数据不可篡改机制保证数据真实性、运用区块链的匿名共享性赋能供应链、运用区块链去中心化的信息存储方式稳定产品价格、运用区块链的可溯源性特点满足消费者安全需求等创新对策,以期将区块链技术与物流营销相结合,深化区块链理论的跨领域运用,进一步推动数字农业发展。The application of blockchain technology in the logistics marketing of fresh agricultural produce can promote the sales of fresh agricultural produce.At present,there are some problems in the logistics marketing of fresh agricultural produce,such as the lack of guarantee over the authenticity of the data available to consumers,the delay in the speed of meeting consumer demands,the product premium caused by the information asymmetry borne by consumers,and the difficulty in tracing the source of product data.Based on the innovative features of blockchain and the coupling between these features and demand for the circulation of fresh agricultural produce,this paper proposes some innovative countermeasures,such as using blockchain's data tamper-proof mechanism to ensure data authenticity,using blockchain's anonymity sharing to empower the supply chain,using blockchain's decentralized information storage to stabilize product prices,and using blockchain's traceability features to meet consumers safety needs.It is expected to combine blockchain technology and logistics marketing to deepen the cross-domain application of blockchain theory,further promoting the development of digital agriculture.

关 键 词：区块链 生鲜农产品 物流营销 

分 类 号：TP311.13[自动化与计算机技术—计算机软件与理论]