基于果农选择偏好的电商平台建设研究——以江西省果农为例

Research on the Construction of E-commerce Platform Based on Preference of Fruit Growers——Taking the Fruit Growers in Jiangxi Province as an Example

近年来,我国农产品的线上销售量迅速增长,各类电商平台如雨后春笋迅速发展。果品线上销售一定程度上拓宽了果农的销售渠道,提高了果品销售效率。然而,不同的农户有不同需求,因此如何根据农户需求建设平台至关重要。从江西省抽取340户线上销售的果农,根据其2019年的生产销售情况,采用混合Logit模型分析了果农对电商平台的选择偏好,进而总结了促进电商平台建设的建议。结果表明:果农个体特征、生产经营情况及政府配套政策应用情况,均对果农选择电商平台有不同程度的影响。此外,果农在现有条件下普遍不愿意选择地方区域性平台。因此,相关部门可加大对地方区域性平台的政策倾斜,促进平台的专业化建设,加强对果品商标和品牌的保护,营造良好的线上营销环境。

In recent years,the online sales of agricultural products in China have grown rapidly,and all kinds of e-commerce platforms have mushroomed.Online sales of fruit broaden the sales channels of fruit farmers to a certain extent,and improve the efficiency of fruit sales.Different farmers have different needs,so how to build a platform according to the needs of farmers is crucial.In this paper,based on the production and sales situation of 340 online farmers in Jiangxi Province in 2019,the mixed Logit model was used to analyze the choice preference of fruit farmers on e-commerce platform,and then the suggestions on promoting the construction of e-commerce platform were summarized.The results showed that the individual characteristics of fruit farmers,production and operation conditions and the application of government supporting policies all had different degrees of influence on fruit farmers'choice of e-commerce platforms,and fruit farmers were unwilling to choose local regional platforms under the existing conditions.Therefore,relevant departments can increase policy preference for local and regional platforms,promote professional construction of platforms themselves,strengthen the protection of fruit trademarks and brands,and establish a good online marketing environment.