我国“农民网商”的微观特征及问题分析——基于对福建省某“淘宝镇”的调查

Micro Characteristics and Problems Reflected in the Development of Peasant E-businessman:A Case Study on an Alibaba's E-business Town in Fujian,China

"农民网商"是"互联网+"时代的产物,是农村电子商务的重要参与主体,近年来规模增长迅速,已成为增加农民收入、带动农村就业和促进就地城镇化的重要路径。通过对福建省某"淘宝镇"的实地调查,深入分析了"农民网商"的微观特征及其面临的主要问题。分析表明:"农民网商"在个体上体现出受教育水平相对较高、年轻化、入行时间短等特征,在经营上体现出家庭化、规模小、策略简单等特征,并体现出专业素质缺乏、本地同业竞争激烈、物流成本高、融资渠道和营销策略单一、政策普惠性低等问题。最后,提出了针对性的政策建议。

As the result of ＂Interact＋＂ campaign and the major participant of rural e-commerce activities, the peasant e-businessman group expands very fast in recent years and e- business plays a major role in increasing the income of farmers, stimulating rural employ- ment and promoting local urbanization. Based on the field investigation in an Alibaba E-business Town, this paper analyzes the micro characteristics of peasant e-businessmen and the existing problems reflected in the expansion. It shows that peasant e-businessmen have personal characteristics of relatively high educational background, young age and short entry time; it also reveals the operational character- istics as of family-oriented, small-scale and simple tactics. Meanwhile, they are also confronted with the challenges such as a lack of pro- fessionalism, intense local competition, high logistics costs, single channel of funding collection and simple marketing strategies as well as limited inclusiveness of local policies. Finally, some targeted suggestions are put forward.