中小荔枝种植户电商销售渠道选择现状及特点分析——基于“两广”地区的调查

Analysis on Current Situation and Characteristics of E-commerce Channel Selection of Small and Medium-sized Litchi Planters——Based on the Survey of"Guangdong and Guangxi"Areas

如何利用电商销售渠道在一定程度上代表了中小农户适应互联网经济的程度,能够反映出小农户在与现代市场对接过程中面临的主要问题。本文以荔枝产业为例,通过对广东省和广西壮族自治区964份荔枝种植户的调研数据分析,探讨了中小农户电商销售渠道选择的现状、特点及面临的困难。结果表明:传统销售渠道仍是首选,电商渠道没有得到广泛使用;已采用电商渠道的中小农户特征符合一般认知,该群体的受教育程度普遍高于传统渠道采用群体,且更年轻;在三种电商渠道中社交电商方式的采用率最高;中小农户采用电商销售渠道有一定的进入门槛;物流与供应链保障是中小农户使用电商渠道面临的主要困境。基于此,本文提出以下政策建议:培养农户的市场意识,引导其经营理念由生产导向向市场导向转变;提高中小农户专业化、组织化程度;针对生产者特点,特别是中老年男性,完善农民职业技能培训体系,提升培训效果;以标准化建设为抓手完善县乡村三级电商服务中心。

How to use e-commerce channel to sale represents the degree to which small and medium-sized farmers adapt to the Internet economy and can reflect the main problems faced by small farmers in the process of docking with the modern market.Taking litchi industry as an example,this paper analyzes the survey data of 964 litchi planters in Guangdong Province and Guangxi Zhuang Autonomous Region,and discusses the current situation,characteristics and difficulties of e-commerce sales channel selection of small and medium-sized farmers.The results show that the traditional sales channel is still the first choice,and the e-commerce channel has not been widely used;The characteristics of small and medium-sized farmers who have adopted e-commerce channels have a high level of education and are younger than the ones used traditional channel;among the three e-commerce channels,the adoption rate of social e-commerce is the highest;There is a certain entry threshold for small and medium-sized farmers to adopt e-commerce sales channels;Logistics and supply chain guarantee are the main difficulties faced by small and medium-sized farmers in using e-commerce channels.Based on this,this paper puts forward the following policy suggestions:cultivate farmers'market consciousness and guide their business philosophy from production orientation to market orientation;Improve the degree of specialization and organization of small and medium-sized farmers;According to the characteristics of producers,especially middle-aged and elderly men,improve the farmers'vocational skills training system and improve the training effect;Take standardization construction as the starting point to improve the county and rural three-level e-commerce service center.