数字经济下小农户有效对接电商市场的路径研究——基于对河南省郑州、开封、信阳等地区实地调研案例的分析

Research on the Path for Small Farmers to Effectively Connect with the E-commerce Market under the Background of Digital Economy--Based on the Analysis of Field Investigation Cases in Zhengzhou,Kaifeng,Xinyang and other regions of Henan Province

小农户与电商市场的有效对接,对推动农业数字化转型、增加农产品附加值、实现乡村产业振兴具有重要意义。目前,小农户采用自主经营和合作经营两种模式参与电商市场,其中自主经营模式包括加入现有电商平台、使用微信进行社群营销、利用平台直播带货;合作经营模式包括企业带动模式、合作社带动模式、政府带动模式。小农户对接电商市场面临网络嵌入较弱、要素禀赋不足等挑战。因此,相关部门应积极支持搭建信息沟通平台,扩展小农户的社会关系;提高小农户的组织化程度;完善基础设施建设;塑造农产品品牌;加强对小农户的电商培训。

The effective connection between small farmers and e-commerce market is of great significance to promote the digital transformation of agriculture,increase the added value of agricultural products,and realize the revitalization of rural industries.At present,small farmers participate in the e-commerce market through two modes:independent operation and cooperative operation.The independent operation modes include joining the existing e-commerce platforms,using WeChat for community marketing,and using the platform to sell goods through livestreaming.The cooperative operation modes include enterprise driven mode,cooperative driven mode and government driven mode.Small farmers face challenges such as weak network embedding and insufficient factor endowment in connecting with the e-commerce market.Therefore,relevant departments should actively build information communication platforms to expand the social relations of small farmers,improve the degree of organization of small farmers,improve infrastructure construction,shape the brand of agricultural products,and strengthen e-commerce training for small farmers.