关系和信任:电商主导下的农产品供应链研究

On Agricultural Products Supply Chain Under the Guidance of E-commerce Enterprises Based on Trust and Relationship

关系和信任是聚合农产品供应链各主体和保持农产品供应链动态柔性能力的重要因素,特别是对于存在诸多原子式种养殖户的电商主导的农产品供应链而言,关系和信任更是保证其有效运转的基本前提。明晰农产品供应链关系和信任的内涵,厘清农产品供应链错综复杂的关系,在以关系和信任视角对电商主导的农产品供应链合理分类的基础上,围绕着提升电商竞争力、基于不同供需特征优化契约信任合作关系、基于长期专用资产投资优化能力信任合作关系、基于有效沟通优化善意信任合作关系和完善政府支持体系等,提出关系和信任的培育机制以及行之有效的发展对策,能极大充实供应链内部社会资本,有效提升供应链敏捷性和竞争力。

Relationship and trust are important factors for aggregating all the main bodies in agricultural product supply chain and maintaining its dynamic flexibility. It is especially true for the agricultural product supply chain with many atomic growers and farmers dominated by E-commerce enterprises, the relationship and trust is the basic premise to ensure its effective operation. Clearing the connotation of relationship and trust in agricultural product supply chain, clarifying the complicated relationship in agricultural product supply chain, and proposing the cultivation mechanism of relationship and trust and the effective development countermeasure can enrich the internal social capital of the supply chain and improve the agility and competitiveness of the supply chain effectively. We should focus on four points on the basis of classifying the agricultural products supply chain dominated by E-commerce enterprises from the perspective of relationship and trust scientifically and rationally, that is, promoting E-commerce enterprises' competitiveness, optimizing cooperative relationship in contract trust based on the different characteristics of supply and demand, optimizing cooperative relationship in ability trust based on long-term special assets, and optimizing cooperative relationship in goodwill trust and improving the system of government support based on effective communication.