农产品上行和全链路视角下安徽农村电商发展障碍因素

Obstacles for Anhui Rural E-Commerce Development from the Perspectives of Agricultural Products Going to Town and Whole Chain

农村电商是带动农业发展,实现农民增收和乡村振兴,确保农民“脱真贫、真脱贫”的有效工具,决定此工具成效的基础和核心问题是对其发展障碍因素的系统分析。农村电商发展的障碍表现在外围支撑条件、农业生产模式、农产品、农业经营主体等四大方面,具体体现在互联网思维缺失、农村网络信息整合度和有效利用率低、物流基础设施薄弱、农业生产分散化、低端化和非标准化、农产品同质化、农产品商品到网品的进阶历程还未完成、电商专业人才数量和能力与农村电商发展的需要契合度低、农民的品牌意识薄弱和营销策略单一等方面。

Rural e-commerce is an effective tool to drive agricultural development,increase farmers’income,realize rural revitalization,and make sure that poverty alleviation reaches those who truly need it and delivers genuine outcomes.The fundamental and core issue determining the effectiveness of the tool is the obstacles it faces in its development,and the obstacles call for a systematic analysis.They manifest themselves in four aspects,namely,peripheral support conditions,agricultural producing mode,agricultural products and agricultural management subjects.Specifically speaking,they include lack of internet concept,low level of rural network and information integration and of effective utilization,weak foundation of logistics infrastructure,decentralized,low-end and nonstandardized agricultural production,homogeneity of agricultural products,slow progress of the change of agricultural products into internet commodities,low integrating degree of e-commerce talents in number and their capability with rural e-commerce development demands,and farmers’weak brand awareness and inadequate marketing planning.