基于“遂昌模式”经验的江西省县域农产品电子商务发展研究

Study on County Agricultural Products E-commcerce Based on the“Suichang Model”

随着信息技术的迅猛发展,人类社会进入了网络经济时代。电子商务的出现改变了传统的市场交易模式,并因其跨区域、低成本、高效率等优势而得到迅速发展。江西省县域农产品丰富且独特,但由于小生产和大市场的矛盾,难卖、贱卖事件频繁发生。为了开拓农产品销路,县域农产品电子商务逐渐发展起来并形成了一些特色模式。尽管如此,江西省县域农产品电子商务仍然存在诸多问题:县域互联网、交通运输、物流配送等基础设施落后,农户触网意识不强,网商组织化程度低,农产品品牌化建设弱,专业电商人才缺乏,平台建设落后等。基于此,以典型的遂昌县农产品电子商务为例,总结经验和启示,并结合江西省县域农产品电子商务发展的现状和存在问题,对县域农产品电子商务发展提出针对性的对策和建议。

Wtih the rapid development of information technology,human society has entered the era of netword economy. The emergence of new e-commerce has changed the traditional market trading model, it developed rapidly because of its cross regional,low cost,high efficiency and other advantages. Jiangxi province has many rich and unique agricultural products, but due to the contradiction between small production and big market, these products were difficult to sell. In order to open up the market of agricultural products,the e-commerce of agricultural products of in the county area had gradually developed, and had formed some characteristic pat- terns. Nevertheless,the county agricultural e-commerce of Jiangxi province still had many problems ： the back- ward infrastructure of Internet, transportation, logistics and distribution, the weak awareness of net network, the low level of organization, the weak brand construction of agricultural products, the lack of professional tal- ents, platform construction and so on. Based on the above problems,taking Suichang county agricultural prod- uct e-commerce as a typical example, the experience and enlightenment were summarized , and combining the current situation and existing problems of the county agricultural e-commerce in Jiangxi province, several coun- termeasures and suggestions were put forward.