新冠疫情背景下农村电商形势分析与趋势展望  

Situation Analysis and Trend Forecast of Rural E-commerce under the Background of COVID-19 Pandemic

作　　者：孙伟[1] Sun Wei(School of Public Administration and Policy,Renmin University of China,Beijing 100872)

机构地区：[1]中国人民大学公共管理学院,北京100872

出　　处：《农业展望》2021年第2期129-133,共5页Agricultural Outlook

摘　　要：新冠疫情对中国经济社会产生了较大冲击,但电子商务赢得了发展契机。当前,农村电商表现出5种新特征:商业模式不断创新,直播带货风生水起;生鲜电商逆势井喷;阶段性目标已实现;农产品电商供应链和产业园区的作用突出;政府的支持力度持续增强。同时,农村电商发展中仍存在4个方面的突出问题:农村物流配送仍是明显短板;部分财政项目资金的绩效不佳;小农经济与电商产业的联结机制尚需优化;本地化电商平台发展不足,县域电商生态亟待加强。在新冠疫情常态化防控背景下,下一阶段农村电商发展和对策需着重考虑以下方面:地区经济发展程度决定了政府角色的不同定位,即对农村电商市场的介入程度;加大对农村物流的政策支持;加强农产品电商供应链建设;抓住处于风口的直播电商机遇,重点做好平台选择、主播培育和市场监管。COVID-19 has a great impact on China’s economy and society,but e-commerce has won the chance of development.At present,the rural e-commerce has five new features:continuous innovation of business model,booming of live sales;explosion of fresh e-commerce;phased goals have been achieved;the role of agricultural e-commerce supply chain and industrial park is prominent;the government’s support continues to increase.At the same time,the existing problems can be divided into four aspects:rural logistics distribution is still an obviously short board;the performance of some financial project funds is poor;the connection mechanism between small-scale peasant economy and e-commerce industry needs to be optimized;the development of localized e-commerce platform is insufficient,and the county e-commerce ecology needs to be strengthened.In the context of regular COVID-19 pandemic prevention and control,the next stage of rural e-commerce trends and policy recommendations needs to focus on the following aspects:the degree of regional economic development determines the different roles of the government,namely,the degree of involvement in the rural electricity market;policy support for increasing rural logistics;strengthening the supply chain construction of agricultural products;seizing the opportunity of live streaming,focusing on platform selection,anchor training and market supervision.

关 键 词：新冠疫情 农村电商 线上直播 供应链 物流 

分 类 号：F323[经济管理—产业经济] F724.6