“互联网+”嵌入、专业化服务与农户响应——来自湖南益阳“田田圈”农业服务中心的经验证据  

The Internet+ Embedded into Specialized Service and Farmer Household Response: Example of Tiantianquan Service Center in Hunan Province

作　　者：朱晓莉[1] 王全忠[1,2] 周宏[1] 

机构地区：[1]南京农业大学经济管理学院,江苏南京210095 [2]安庆师范大学经济与管理学院,安徽安庆246133

出　　处：《南京农业大学学报（社会科学版）》2016年第5期127-136,157-158,共10页Journal of Nanjing Agricultural University(Social Sciences Edition)

基　　金：国家自然科学基金项目"稻作制度选择;农户收入与国家粮食安全--以长江流域双季稻区为例"(71473121);国家社会科学基金重大项目"农产品安全;气候变暖与农业生产转型研究"(13&ZD160);南京农业大学人文社科基金产业经济岗位培育项目"中国水稻(粮食作物)产业发展政策研究"(SKGW2014002)

摘　　要："互联网+"嵌入专业化服务是当前互联网融合农业的具体实践形式之一,农户对其响应程度直接影响到未来"互联网+农业"发展的生命力。本文以湖南省益阳市"田田圈"农业服务中心为例,阐述"互联网+"嵌入专业化服务的具体运作模式,分析农户响应"田田圈"的意愿及影响因素。研究发现,农户经营的耕地规模是影响其加入决策的最主要因素之一,并且服务的农户面积规模对其加入决策具有正向影响。结合"田田圈"运作模式与农户响应意愿分析,认为后续"田田圈"的发展需真实有效地对接农户生产需求与完善信息上行通道,同时警惕资本助推互联网垂直改造农资流通市场下的撤资风险和避免竞争加剧所导致的农村用户群体流失。The phenomenon of the Internet+ embedded specialized service is one of agricultural practices harmonized with the Internet currently, and the farmers' response directly affects the vitality of the Internet+ agriculture in the future. Based on the example of Tiantianquan Services Center in Hunan Province,we explained the operation mode of the Internet + embedded specialized service, and analyzed the intention and influence factors of farmers' response to Tiantianquan Services Center. This study found that farmer's land size is one of the most important factors affecting the joining decision,and the service area of its farmers to join decision- making plays a positive role. Combined with the operating mode and farmers' response,we think that Tiantianquan Services Center should be docked with farmers' need and improve information uplink channel in the future. Meanwhile,we should be alert about the risk of capital withdrawal in the background of capital boosted Internet firms vertically transforming agricultural materials market,and avoid the competition caused by the massive loss of the rural customers.

关 键 词：“互联网+” 专业化服务 农户响应 分工协作 “田田圈”农业服务中心 

分 类 号：F324.6[经济管理—产业经济]