农产品电商模式能实现最优生产效率吗?  

Can E-commerce Mode of Agricultural Products Achieve Optimal Production Efficiency?

作　　者：唐红涛 郭凯歌 TANG Hongtao;GUO Kaige(Economics and Trade School,Hunan University of Commerce,Changsha 410205,China;School of Economics,Capital University of Economics and Commerce,Beijing 100070,China)

机构地区：[1]湖南工商大学经济与贸易学院,湖南长沙410205 [2]首都经济贸易大学经济学院,北京100070

出　　处：《商业经济与管理》2020年第2期5-16,共12页Journal of Business Economics

基　　金：国家社会科学基金重点项目“连片特困区农村流通产业发展的减贫效应研究”(17AJY021);国家社会科学基金后期项目“电商减贫机理及效应研究”(19FJYB033);湖南省教育厅重点项目“乡村振兴战略下湖南省电商扶贫效率调度及空间溢出研究”(18A299)

摘　　要：文章在一个关系契约分析框架下,比较了农产品电商渠道中“农户+电商市场”“农户+采购商”“农户+电商企业”和“农户+政府委托采购商”四种典型模式的生产效率,并分析了最优效率的形成条件。结果表明:(1)由于契约的不完全性、市场竞争程度高等因素,“农户+电商市场”模式缺乏信息优势、平台优势和技术优势,无法达到最优生产效率;(2)“农户+采购商”“农户+电商企业”和“农户+政府委托采购商”三种模式下,契约价格波动越接近市场价格波动,贴现率达到足够小,可以更接近最优生产效率;(3)农户在契约关系中的谈判力以及签订契约的机会成本会影响农产品电商模式的生产效率,且与生产效率成正相关的关系。Within the framework of relational contract,this paper compares the production efficiency of four typical modes of e-commerce channels ofagricultural products,namely“farmers+e-commerce market”,“farmers+purchasers”,“farmers+e-commerce enterprises”and“farmers+government entrusted purchasers”,and analyzes the formation conditions of the optimal efficiency.The results show that:(1)due to the incompleteness of the contract and the high degree of market competition,the mode of“farmers+e-commerce market”lacks the advantages of information,platform and technology,and cannot achieve the optimal production efficiency;(2)under the three modes of“farmers+purchasers”“farmers+e-commerce enterprises”and“farmers+government entrusted purchasers”,the fluctuation of the contract price is closer to the market price.When the discount rate is small enough,the optimal production efficiency is closer;(3)the negotiation power of farmers in the contractual relationship and the opportunity cost of signing the contract will affect the production efficiency of the agricultural e-commerce model,and the relationship with the production efficiency is positive.

关 键 词：农业契约 农产品电商 生产效率 不完全契约 关系契约 

分 类 号：F713.5[经济管理—市场营销]