数字乡村发展困境与破解之策--基于农户信息化需求与农村电商物流视角

Dilemma and Solutions of Digital Village Development:Based on Farmers’Information Needs and Rural E-commerce Logistics

构建包含多元主体,以及农业信息化运用、农村电商上下行与电商物流服务多元情境的理论框架,基于微观数据和文本资料,讨论农户农业信息化运用水平不足和农村电商经济不振双重困境的原因并寻求破解之路。研究发现,政府涉农信息供给质量不高与农村电商物流规模经济不足是问题肇始。对政策文本和案例文本的分析发现,政府农业信息化部署逻辑和地方农村物流规模经济改善工作均存在偏倚。具体地,政府自上而下、强调供给的农业信息化部署特征和对高门槛农业信息化应用的偏好,降低了涉农信息供给质量。各地普遍追求公共设施资源、邮政资源的物流成本均摊效益,轻视了规模经济增长中农产品上行的重要性,在上行渠道接洽与寄递资源配置上合作不深、创新不足。应修正政府农业信息化部署“重供,轻需,高槛”的有偏逻辑,在改善农村物流规模经济工作中注重农产品上行,谋求多元合作和寻求更大创新格局。

This paper constructs a theoretical framework containing multiple subjects,as well as the application of agricultural informatization,upstream and downstream of rural e-commerce and multiple scenarios of e-commerce logistics services.Based on micro-data and text data,the causes and solutions of the dilemma are discussed.The study has found that the problems start with low quality of government agriculture-related information supply and insufficient scale economy of rural e-commerce logistics.Analysis of the policy text and the case text shows that the government’s agricultural informatization deployment logic and the local rural logistics scale economy improvement work are biased.Specifically,from top to bottom,government’s emphasis of the deployment characteristics of agricultural informatization supply and preference for high-threshold agricultural information application reduce the supply quality of agriculture-related information.Besides,all localities blindly pursue the benefits of equal distribution of logistics costs of public facilities resources and postal resources,despise the importance of ascending agricultural products in the growth of economies of scale,and lack of cooperation and innovation in ascending channel contact and distribution of delivery resources.It is necessary to correct the partial logic of“heavy supply,light demand,high sill”in government agricultural informatization deployment,focus on the upward trend of agricultural products in improving the scale economy of rural logistics,and seek diversified cooperation and greater innovation pattern.