“数商兴农”背景下电商平台赋能农产品上行研究--兼析“一亩田”和京东等电商平台的案例

Research on the upward development of agricultural products enabled by e-commerce platform under the background of“digital business promoting agriculture”--Analysis of cases of e-commerceplatformssuch as“YIMUTIAN”,JD and other e-commerce platforms

目前我国农产品“上行”问题仍然是农产品生产和流通中的难点。数字经济时代,电商平台对农产品上行具有重要促进作用,即电商平台利用不断升级的数字技术,对农产品生产端、流通过程和消费端进行大数据采集,赋能农产品上行,形成“数字技术升级—大数据采集—数据赋能上行”的作用机制。本文借鉴市场营销学4P理论,构建包括产品数字化、上行渠道、产品促销和上行价格引导等电商平台赋能农产品上行的机制模型,并探讨电商平台基于大数据,通过价格行情分析、异地价格实时引导和价格风险预警等方式对农产品上行价格进行引导,以实现丰富居民“菜篮子”和增加农民收入的双赢目标。

Improving the regulatory system of the digital economy is the guarantee of promoting the healthy and sustainable development of the digital economy.Based on the analysis of the new changes in the antitrust regulatory standards,identification mechanism,and law enforcement methods of the two major economies in Eu-rope and the United States,this paper believes that China should implement the classification of digital platforms as soon as possible,strengthen the connection between digital antitrust and normal supervision,and encourage platforms to strengthen self-regulation.Based on the development status of China's digital economy and the requirements of normal supervision,it proposed to establish the principle of active inclusive and prudent supervision,establish the cooperative supervision mode of multiple co-governance,and improve the precision of supervision and the normal supervision mechanism according to the requirements of platform clas-sification.