数字技术驱动农产品流通变革：物流模式创新与商业逻辑重构——以“盒马鲜生”为例

Digital Technology Drives the Change of Agricultural Products Circulation: Logistics Mode Innovation and Business Logic Reconstruction—Taking “Hema Fresh Life” as an Example

摘要: 推动农产品流通数字化转型是我国加快数字乡村建设的重要抓手。本文以“盒马鲜生”为例，从商业逻辑和物流模式两视角探究数字技术驱动农产品流通变革。研究发现：商业逻辑重构主要依赖于模式、主体和场景三个层次的构建，其中模式是依托线上线下的跨界融合，主体体现在消费者、企业、决策者三者的搭建，场景则是在于对设备和服务的升级，最终实现消费者无差别的购物体验。而物流模式创新是生产环节升级、销售方式整合、运输效率提升、数据资源共享的一体化。本文不仅为中国推动城乡一体的现代农产品物流体系提供理论支撑，还为建设农产品现代流通体系提供新的方向。

Abstract: Promoting the digital transformation of agricultural products circulation is an important starting point to accelerate the construction of digital countryside in China. Taking “Hema Xiansheng” as an example, this paper explores the reform of digital technology driving the circulation of agricultural products from the perspectives of business logic and logistics mode. Research found that business logic reconstruction mainly depends on the mode, the main body and scene three levels of construction; the model is relying on online cross-border fusion, main body embodied in the consumers, enterprises, decision makers; scene is the upgrade of equipment and services; finally it can achieve consumer shopping experience. The innovation of logistics mode is the integration of production link upgrading, integration of sales mode, improvement of transportation efficiency and data resource sharing. This paper not only provides theoretical support for China to promote the modern agricultural products logistics system integrating urban and rural areas, but also provides a new direction for the construction of a modern circulation system of agricultural products.