整合式赋能:小农户有效对接电商市场的实践路径

Integrated Empowerment:A Study on the Practical Path of Small Farmers Effectively Connecting to the E-commerce Market

小农户如何对接电商市场是实现乡村产业振兴的关键问题之一。通过对陕西省宝鸡市眉县田村的实地调研发现,小农户想要实现与电商市场的有效对接需要整合式赋能。小农户与电商市场的衔接过程中需要解决市场需求、流通链以及消费者信任等问题,这与小农户的生产能力、流通能力与销售能力相关联。而村社集体、村庄精英以及政府作为外部力量能够为小农户提供多维度、全方位的支持以提升小农户的电商发展能力,主要表现为:地方政府通过打造公共品牌,提升小农的销售能力;合作社通过社会化服务供给,提升小农的流通能力;村社集体通过生产优化,提升小农的生产能力。因此,小农户发展电商的需求存在多维性,需要具备生产、流通与销售等多方面的能力,还需要外部力量的支持和协助。各方力量应通过整合式赋能从生产、流通以及销售等环节体系化地服务小农户,最终实现小农户与电商市场的有效对接,也为小农户与现代农业的有机衔接创设实践路径。

How small farmers connect with the market is not only the key to the revitalization of rural industries,but also a classic theoretical proposition.Through field research in Tiancun,it is found that small farmers need integrated empowerment if they want to achieve effective docking with the e-commerce market.The connection between small farmers and the e-commerce market needs to solve the problems of market demand,circulation chain,and trust with consumers,which are related to the production capacity,circulation capacity and sales capacity of small farmers.Village collectives,village elites,and the government as external forces can provide small farmers with multi-dimensional and all-round support to improve their e-commerce development capabilities.Among them,local governments improve the sales capacity of smallholders by building public brands;cooperatives increase the circulation capacity of smallholders through socialized service provision;and collectives of villages improve the production capacity of smallholders through production optimization.It can be concluded that the needs of small farmers to develop e-commerce are multi-dimensional,and they need to have the ability to produce,distribute and sell,and therefore need the support and assistance of external forces.Through integrated empowerment,small farmers can be served systematically from production,distribution and sales links,and finally the effective connection between small farmers and the e-commerce market can be realized.This also provides a practical path for the organic connection between small farmers and modern agriculture.