小农户与现代农业有机衔接的路径研究——基于社交平台嵌入的视角

Research on the path of organic connection between small farmers and modern agriculture:from the perspective of social platform embedding

小农户是我国农业生产的基本面,促进小农户嵌入现代农业发展轨道,提升其发展现代农业的能力,有利于实现我国农业现代化。小农户与大市场的矛盾是制约小农户融入现代农业的关键症结,优质优价机制的失灵是阻碍小农户与现代农业有机衔接的主要因素。因而,从消费端打通销路、建立市场信心能够倒逼小农户自主转换现代化的生产经营方式。社交平台嵌入情境下,一方面,能够通过结构嵌入实现产销对接,促进信息交流,倒逼生产经营迈向有序化;另一方面,有助于通过关系嵌入创建农户与消费者的人际关联,建立农消信任关系,扭转传统市场中小农户的弱势地位,促进小农户顺利与现代农业有机衔接。

Small farmers are the fundamental of China’s agricultural production.It is beneficial to realize China’s agricultural modernization,which could promote small farmers to embed themselves in the development track of modern agriculture and enhance their ability to develop modern agriculture.The contradiction between small farmers and the big market is the key to restrict the integration of small farmers into modern agriculture.The mechanism of high quality and competitive price at the consumer end is the main factor to promote the organic connection between small farmers and modern agriculture.Opening up the market and building market confidence can force small farmers to independently transform modern production and operation mode.In the context of social platform embedding,on the one hand,it can realize the docking of production and marketing through structure embedding,promote information exchange,and force production and operation to be orderly.On the other hand,it can help to establish the interpersonal relationship between farmers and consumers and establish the trust relationship between farmers and consumers through relationship embedding.Reverse the weak position of small and medium-sized farmers in traditional markets,and promote the smooth and organic connection between small farmers and modern agriculture.