生鲜农产品电商拼价销售影响小农生产经营的内在逻辑——基于陕西省A县甜瓜产业的考察  

The Inner Logic of the Impact of Fruit E-commerce Price Competition on Farmers'production and Operation:Based on the Investigation of Melon Industry in County A of Shaanxi Province

作　　者：周佩萱 陈辉 ZHOU Peixuan;CHEN Hui

机构地区：[1]西北农林科技大学人文社会发展学院,杨凌712100

出　　处：《南京农业大学学报（社会科学版）》2024年第1期167-178,共12页Journal of Nanjing Agricultural University(Social Sciences Edition)

基　　金：国家社会科学基金项目“西部地区县域富民产业培育与提升研究”(23BSH107)。

摘　　要：水果电商业态中的拼价销售模式在促进果品流通及提升水果消费总量方面发挥了关键作用,但该模式对小农生产经营所产生的负面效应同样值得关注。本文基于A县甜瓜产业的田野调研经验,剖析了水果电商拼价销售运营模式,并从农产品价格形成和品质控制两个维度考察生鲜水果电商拼价销售模式影响小农生产经营的内在逻辑。研究发现:一方面,从价格形成过程角度看,经过消费者比价购买、电商经营者拼价销售、供应链和代办压价收购以及果农被动受价等一系列“层层压价”环节,小农利润空间被严重压缩;另一方面,拼价电商销售模式放大了水果销售中的品控难题,电商经营者及供应链“拼价不拼质”的销售和收购策略诱发农户“重产轻质”的种植偏好,危害地域品牌发展,也进一步加剧小农的生产经营困境。鉴于水果电商拼价销售模式存在的现实问题,需要有针对性地采取应对措施维护水果电商市场秩序和保障农业生产者利益,强化农业产业的富民效应。The competitive sale mode of fruit electricity commerce plays a key role in promoting the circulation of fruit and increasing the total consumption of fruit,but the negative effect of this mode on the production and management of small farmers is also worth paying attention to.Based on the field research experience of the melon industry in A county,this paper analyzed the operation mode of fruit e-commerce price competition,and investigated the internal logic of the impact of fresh fruit e-commerce price competition mode on smallholder production and management from two dimensions of agricultural product price formation and quality control.The findings are as follows:On the one hand,from the perspective of price formation process,through a series of“layers of price pressure”,such as consumers'price comparison,e-commerce operators'price competition,supply chain and agency purchase,and fruit farmers'passive price,smallholder farmers'profit space is severely compressed;On the other hand,the pricing e-commerce sales model amplifies the quality control problems in fruit sales,and the sales and acquisition strategies of e-commerce operators and supply chains that“price but not quality”induce farmers'planting preference of“heavy production and light”,endanger the development of regional brands,and further aggravate the production and operation difficulties of small farmers.In view of the practical problems existing in the pricing model of fruit e-commerce,it is necessary to take targeted countermeasures to maintain the order of fruit e-commerce market and safeguard the interests of agricultural producers,and enhance the effect of enriching the people in the agricultural industry.

关 键 词：生鲜农产品 电商 价格战 电商下乡 小农经营 

分 类 号：F323.7[经济管理—产业经济]