Research on Realization Path and Mechanism of China’s Agro-product Circulation Channels Evolution in the Context of Big Data

程信息进行融合与处理，从而帮助决策者调整战略，降低风险，科学决策；二是有条件的企业要在完善信息管理系统的基础上，探索建立全触点、全渠道、全场景、全客群的数字化流通渠道体系，为完善数字化管理机制提供样板工程；三是政府要通过政策资金扶持，推动电商平台或农产品流通服务综合体培育并完善贯穿流通、销售、质量监控等全流程的数字化供应链，不断提高农产品流通数字化水平和能力，逐步建立智能化、高效化的信息管理机制。注释：

① AIDMA 意（Attention）、兴趣（Interest）、欲望（De⁃

是由注sire）、记忆（Memory）、行动（Action）等英文单词首字母组成的缩略词。

② AISAS Attention）、兴 趣（Interest）、搜

是由注意（ 索（Search）、行动（Action）、分享（Share）等英文单词首字母组成的缩略词。

③ ISMES Interest & Interact

是由兴趣和互动（ ）、搜索（Search）、移动支付（Mo-payment）、体验（Experience）、展示（Show）等英文单词首字母组成的缩略词。参考文献： [1]马莉.互联网大数据时代农产品流通途径改善研究——

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责任编辑：陈诗静

（School of Management，South-Central University for Nationalities，Wuhan 430074，Hubei，China）

Abstract：In recent years，big data information technology has been more and more widely used in the field of agro-products circulation，which has an important impact on the consumption mode，circulation channel mode and logistics mode of agroproducts. At present，China’s traditional circulation channels of agro-products，with the wholesale market and retail enterprises as the core，are increasingly unable to meet the needs of new consumption demands and personalized services. It has become a bottleneck restricting the rapid development of China’s agro-product market. Therefore，it is particularly important and urgent to explore the realization path and mechanism of China’s agro-product circulation channels evolution (ACCE) in the context of big data. The ACCE means the innovation and development of traditional agro- product circulation channels system. To promote the ACCE，it is necessary to comprehensively consider the current situation of agro- product circulation channels，combine with the development trend of IT，and take the application of big data as a breakthrough point. On the one hand，we should take advantage of the data collection and analysis system to collect，integrate and process different kinds of information in agro- product circulation，build the smart transaction network based on the big data information platform，and establish the circulation integrated chain based on the technology of big data；on the other hand，we should take channel integration as the measure，establish and implement the circulation channel with quality- oriented demand，demand- oriented production，production- oriented marketing， less linkage，and multi-function，build a new“supply and demand docking”circulation mode based on modularity，and work hard to promote the omni-channel circulation with the combination of new retail. Besides，to ensure the smooth development of reform in agro- product circulation，we should also establish and perfect the operation guarantee mechanism taking coordination mechanism of interests，logistics distribution mechanism and information management mechanism as the core.

Key words：big data；agro-product circulation channels；circulation integration；supply and demand docking；omni-channel