新型农业经济发展背景下线下菜市场困境分析与对策

Analysis and Countermeasures of the Predicament of Vegetable Market under the Background of New Agricultural Economy Development

当前,新兴售菜模式“云买菜”深入人们的生活,同时线下菜市场却受到了一定的冲击。以大学生和菜贩为调研对象,深入分析其对线上线下买菜的看法发现,不同年级对线上线下买菜态度无明显差异;关于线上平台冲击线下菜贩趋于垄断,19.44%的样本表示很希望如此,44.51%的样本表示能接受;关于选择线上购菜的原因,消费者最看重“产品质量好、配送快购买方便、服务到位”;关于选择线下购菜的原因,48.31%的样本是享受买菜的乐趣,11.91%的样本无线上购菜条件。同时,实地了解了5位菜贩的卖菜现状,访谈了其对“云买菜”的看法与建议。最后,从建立合理的监管制度、保证菜类的质量安全、优化消费者买菜体验、共建现代化“买菜”模式等方面提出了促进线上线下售菜、买菜有序发展的对策建议。

At present,the emerging vegetable selling model of"cloud buying vegetables"has penetrated into people's lives.At the same time,the offline vegetable market has been affected to a certain extent.Taking college students and vegetable vendors as research subjects,an in-depth analysis of their views on online and offline grocery shopping found:there is no significant difference in attitudes towards online and offline grocery shopping in different grades;about the impact of online platforms on offline vegetable vendors,19.44%of the samples tend to monopolize,44.51%of the samples indicate that they are acceptable;regarding the reasons for choosing online grocery shopping,consumers value"good product quality,fast delivery and convenient purchase,and good service";regarding the reasons for choosing offline vegetables,48.31%of the samples are enjoying the fun of buying vegetables,and 11.91%of the samples do not have conditions for buying vegetables online.At the same time,the current situation of five vegetable vendors on the spot were learned about,and their views and suggestions on"cloud buying vegetables"were interviewed.Finally,countermeasures and suggestions to promote the orderly development of online and offline vegetable sales and grocery shopping were put forward from the aspects of establishing a reasonable supervision system,ensuring the quality and safety of vegetables,optimizing consumers'grocery shopping experience,and jointly building a modern"buying vegetables"model.