县域农产品上行中的电商使能逻辑:基础场景与运行条件

Logic of e-commerce enablement in the online sale of county wide agricultural products:Basic scenario and operating mechanism

在县域农产品上行实践中,市场主体进行与电商应用环境相适应的创业经营活动,将对技术和商业模式的被动适应转变为主动应用,不断实现动态能力的调整与更新,可视为电商使能过程。以重庆秀山为例的研究表明,县政府通过打造农产品上行体系,完善电商培训模式,为电商使能提供基础支撑。创业学习、多元合作以及市场规模增进,维持市场主体对技术和产业环境适应性,是电商使能的运行条件。作为市场创业内生性动力形成的结果,电商使能内嵌于市场主体的行为集合中,强调过程持续性、主体互动性与环境适应性。基于电商使能的逻辑框架,建议推动县域电商发展,要创新合作模式并加强市场主体连接,打造具备行业分工形态的产品上行服务体系,丰富营销手段合理引导本地消费,多部门合力共同开发和利用好数据资源等,从而助力特色农产品上行。

In the upstream practice of agricultural products at the county level,market subjects carry out entrepreneurial business activities that adapt to the application environment of e-commerce,transform passive adaptation to technology and business model into active application,and constantly realize the adjustment and update of dynamic capacity,which can be regarded as the process of e-commerce enabling.Based on the case study of Xiushan in Chongqing,the county government provides basic support for e-commerce enablement by building agricultural products upland system and improving e-commerce training model.Entrepreneurial learning,diversified cooperation,market scale enhancement,and the maintenance of market subjects’adaptability to technology and industrial environment are the operating conditions of e-commerce enablement.As the result of the formation of endogenous driving force of market entrepreneurship,e-commerce enablement is embedded in the behavior set of market subjects,emphasizing process continuity,subject interaction and environmental adaptability.Based on the logic framework of enabling e-commerce,the study puts forward policy suggestions to promote the development of county-wide e-commerce centering on strengthening the cooperation between market players,to create a product uplink service system with division of industry,to enrich the marketing methods to reasonably guide local consumption,and to jointly conducts R&D and uses good data resources by multi-sectors’cooperation,helping agricultural specialty products to rise thereby.