公共服务创新性供给如何促进农业经营主体数字化营销——以广东省“12221”市场体系建设行动为例  

How Can Innovative Delivery of Public Services Promote Digital Marketing of Agricultural Operators:An Analysis Based on Examination of the“12221”Market System Construction Initiative in Guangdong Province

作　　者：易法敏[1] 古飞婷 康春鹏 YI Famin;GU Feiting;KANG Chunpeng

机构地区：[1]华南农业大学经济管理学院 [2]农业农村部信息中心

出　　处：《中国农村经济》2023年第2期148-167,共20页Chinese Rural Economy

基　　金：国家社会科学基金一般项目“电商扶贫的商业模式、价值共创与协同治理研究”(编号:19BGL256)的资助。

摘　　要：本文从公共服务创新弥合农村数字化需求鸿沟的视角,考察广东省“12221”市场体系建设行动整合社会服务资源,匹配农业经营主体数字化营销需求的过程,以研究地方政府如何创新性地增加公共服务供给进而达到满足农村快速增加的数字化需求的目的。研究发现:广东省“12221”市场体系建设行动的公共服务供给创新表现为地方政府构建公共服务生态系统,以营销行动推动系统中多元主体的服务资源与农业经营主体的数字化需求匹配,实现价值共创,从而达到促进农业经营主体数字化营销的目的;公共服务供给创新成功实现的原因在于,多元主体的长尾式数字化服务供给对接了农业经营主体广泛细分的、小众场景的、个性化的长尾式数字化需求;地方政府的系统服务提供了实现数字化营销所需要的便利条件和转换因素,使农业经营主体得以突破可供性约束,数字化营销可供性得以实现;在此过程中形成的共创价值保证了参与各方获得相应收益,从而能保障公共服务生态系统持续发展;农业经营主体获得的数字化营销能力有助于他们在全产业链拓展数字化应用。From the perspective of public service innovation to bridge the digital demand gap in rural areas,this article investigates the process of integrating social service resources and matching digital marketing needs of agricultural operators in the“12221”market system construction initiative in Guangdong Province.It aims to examine how local governments can innovatively increase the delivery of public services to meet the rapidly increasing digital needs in rural areas.The study finds that innovative delivery of public services in the“12221”market system construction initiative in Guangdong Province is reflected in the construction of a public services ecosystem by local governments,and marketing actions are implemented to match the service resources of multiple subjects in the system and the digital demands of agricultural operators as well as realize the value co-creation,thus achieving the goal of promoting digital marketing of agricultural operators.The reason for the successful realization of innovative delivery of public services lies in the fact that multiple agents’long tail digital service delivery meets agricultural operators’long tail digital demands which are widely subdivided and personalized.The local government systematically provides the facilitation conditions and transformation factors needed to realize digital marketing,so that agricultural operators can break through the availability constraints,and digital marketing availability can be realized.The value formed in this process ensures that all parties involved can obtain corresponding benefits,thus ensuring a sustainable development of the public services ecosystem.

关 键 词：创新性供给 数字化营销 数字技术可供性 公共服务生态系统 

分 类 号：D035.5[政治法律—政治学] F320.1[经济管理—产业经济]