CAJ | 학술논문

基于线上线下融合的农产品O2O模式可以提高农产品流通效率，对于平抑农产品价格、确保农产品质量安全有着重要的意义。文章构建了农产品O2O的基本框架并分析了其运行机制，确保“引流-转化-消费-反馈-留存”形成完整的闭环，具有一整套信息化系统及数据集成和处理技术的支持以及线上线下有效的协同策略是农产品O2O高效运行的基础。在此基础上对农产品O2O的发展趋势进行了预测：未来农产品O2O的内涵在实践中将不断延伸，并将成为一种多层次、多维度的复合生态体系；基于LBS的移动农产品O2O将占据主流地位；线下资源整合将是未来农产品O2O的重点。政府相关部门应大力支持农产品O2O，为其发展创造良好的政策和体制环境。
기우선상선하융합적농산품O2O모식가이제고농산품류통효솔，대우평억농산품개격、학보농산품질량안전유착중요적의의。문장구건료농산품O2O적기본광가병분석료기운행궤제，학보“인류-전화-소비-반궤-류존”형성완정적폐배，구유일정투신식화계통급수거집성화처리기술적지지이급선상선하유효적협동책략시농산품O2O고효운행적기출。재차기출상대농산품O2O적발전추세진행료예측：미래농산품O2O적내함재실천중장불단연신，병장성위일충다층차、다유도적복합생태체계；기우LBS적이동농산품O2O장점거주류지위；선하자원정합장시미래농산품O2O적중점。정부상관부문응대력지지농산품O2O，위기발전창조량호적정책화체제배경。
O2O mode of agricultural products based on online and offline integration will improve the efficiency of agricultural product distribution, which will be of great importance to stabilize the prices of agricultural products and ensure the quality and safety of agricultural products. In this paper, the authors establish a fundamental framework of agricultural products O2O, and analyze its operating mechanism. An integrated closed loop system, the supports of information-based system as well as data inte- gration and processing technology, effective synergy strategies between online and offline, are the foundation of agricultural products O2O. On that basis, this paper predicts the development trend of agricultural products O2O. The connotation of agricultural products O2O is extending in practice; agricultural products O2O will become compound ecological system with multi-dimensions ; mobile O2O of agricultural products based on LBS will occupy the mainstream position ; integration of offline resources will be the focus of agricultural products O2O. Government should support strongly the agricultural products O2O and create a good policy and institutional environment for its development.