| “新零售+农产品”模式实现机制与优化路径研究 |
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| 引用本文： | 叶鹏,方杏村.“新零售+农产品”模式实现机制与优化路径研究[J].现代农业科技,2021,8(8). |
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| 作者姓名： | 叶鹏 方杏村 |
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| 作者单位： | 安徽大学经济学院 安徽合肥 230601,安徽大学经济学院 |
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| 基金项目： | 国家级大学生创新创业项目“疫情冲击下“新零售+农产品”发展模式研究——以合肥为例” |
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| 摘 要： | 新零售契合了中国经济转型升级的内在需要,有效满足了消费升级的需求。我国农产品销售仍然以传统销售方式为主,新零售模式萌芽但受制于农产品特性、冷藏技术和消费者购物习惯而缺乏进一步发展的条件。本文从线上、线下和物流三方面分析新零售和农产品销售相结合的实现机制,线上可以通过微信群、小程序和直播平台吸引人流、展示商品质量;线下采用实体店可供顾客现场挑选;物流上,小农户依靠龙头企业或合作社对接信息并统一销售,直营农户通过网络平台扩大销售范围,最后提出结论和政策建议。
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| 关 键 词： | 新零售 农产品 实现机制 现代农业 转型升级 |
| 收稿时间： | 2020/10/21 0:00:00 |
| 修稿时间： | 2020/10/21 0:00:00 |
Research on the realization mechanism and optimization path of |
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| Abstract: | New retail meets the inherent needs of China"s economic transformation and upgrading, and effectively meets the needs of consumption upgrades. The sales of agricultural products in my country are still dominated by traditional sales methods. The new retail model is sprouting but is restricted by the characteristics of agricultural products, cold storage technology and consumer shopping habits and lacks the conditions for further development. This article analyzes the realization mechanism of the combination of new retail and agricultural product sales from the three aspects of online, offline and logistics. Online can attract people and display the quality of goods through WeChat groups, mini programs and live broadcast platforms; offline physical stores are available for customers. On-site selection; in terms of logistics, small farmers rely on leading enterprises or cooperatives to connect information and sell them uniformly. Direct farmers expand the scope of sales through the network platform, and finally put forward conclusions and policy recommendations. |
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| Keywords: | new retail agricultural products implementation mechanism agriculture transformation and upgrading |
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