产业链视角下农村电商可持续发展生态体系研究

Study on Sustainable Ecosystem for Rural E-businesses: An Industrial Chain Perspective

目前,我国农村电商面临着产业链终端物流配送体系不够完善、利益联结机制不合理、产业链协调机制不完善等问题。依据农村日用消费品、农资、农产品、再生资源等电商全产业链发展的思路,提出了实体终端一体化、物流集成化、服务全程化等产业链环节纵向整合,构建保留产业链在农村的农户收益,电商企业收取制造商和零售商接入费,服务商获取部分产业链增值收益,政府获得公共服务收益等各利益主体多赢的利益分配机制。最后提出了农村电商可持续发展的对策建议。

Currently, the rural e- commerce industry in China is still faced with many problems, such as inadequacy endpoint distribution system, ineffective benefit affiliating mechanism and lack of coordination in the industrial chain, etc. In this paper, based on the proposition on the development of the whole industrial chain e- commerce system that covers rural daily consumer goods, agricultural materials, agricultural products and renewable resources, etc., we proposed to longitudinally integrate the industrial chain, including brick and mortar terminal integration, logistics integration, and full- process service coverage, etc., and then proposed the benefit allocation mechanism for the various stakeholders. At the end, we proposed the countermeasures for the sustainable development of the rural ecommerce industry in China.