新型农业经营主体电商参与机制、困境及对策--来自贵州省剑河县调研的证据

Participation Mechanism,Dilemma and Countermeasures of Operators in New Agricultural E-commerce--Evidence from investigation in Jianhe County,Guizhou Province

电子商务作为新兴商业模式,是助力乡村产业兴旺的新动能,特别是对脱贫人口较多和巩固拓展脱贫攻坚成果任务较重的地区,有效发挥新型农业经营主体在电商经营过程中联农带农作用具有重要的现实意义。聚焦新型农业经营主体参与农产品电商的机制原因、痛点难点及政策需求,采用案例分析法,对贵州省剑河县种养大户、农民专业合作社、农业企业三类新型农业经营主体进行访谈。研究表明,一是在参与电商的影响因素中,企业家精神、互联网经验积累、社会关系网络、特色产业基础、网络和物流设施建设、市场需求变化及政府政策扶持是推动新型农业经营主体参与电商的重要因素;二是在农产品电商的作用机制上,通过拓展销售渠道、降低交易成本、增加经营收入、提高社会声誉,使农产品电商成为惠及脱贫地区的有效手段;三是农产品电商进一步发展过程中仍面临诸多难题,各类新型农业经营主体存在如专业技术不足、资金积累薄弱、人才资源稀缺等个性问题,以及质量安全认证费用高、产品销售渠道窄、基础设施条件差、带动小农户难等共性问题,做好产品认证、促进产销衔接、优化营商环境是其迫切需求。为促进电商在农村的发展,应强化政策保障,优化服务体系;遵循经济规律,促进科学发展;推动产业集聚,发展生产托管。

As an emerging business model,e-commerce is a new driving force to promote rural industrial prosperity,especially in areas with heavy tasks to consolidate the achievements of poverty alleviation,and it is of great practical significance to give play to the role of new agricultural operators participating in e-commerce in driving farmers.By focusing on the reasons,dilemma and policy demands of new agricultural operators,and using the method of case analysis,the authors interview three new types of agricultural operators in Jianhe County,Guizhou Province,such as the large planting households,farmers'professional cooperatives,and agricultural enterprises.The results show that:first,among the influencing factors of participating in e-commerce,entrepreneurship,internet network experience accumulation,social relation network,the foundation of distinctive local businesses,internet and logistics facilities construction,changes in market demand,and government policy support are the important factors that can promote new agricultural operators to participate in e-commerce;second,in the function mechanism of agricultural products e-commerce,agricultural products e-commerce has become an effective means to benefit poverty-stricken areas by expanding sales channels,reducing transaction costs,increasing operating income and improving social reputation;and third,there are still many problems in the further development of agricultural products e commerce,new agricultural operators also face both individual problems(such as the lack of professional technology,weak capital base,and scarcity of human resources)and common problems(such as expensive quality and safety certification,narrow product sales channels,and difficulty in driving small farmers),and providing good product certification services,promoting the connection between production and marketing,and optimizing the business environment are the urgent needs of new agricultural operators.To promote the development of e-commerce in rural areas,we should strengthen policy support and optimize service system,follow economic laws and promote scientific development,and accelerate industrial agglomeration and develop production and marketing trusteeship.