实现农产品电商“优质优价”的挑战及对策研究  

Research on the challenges and countermeasures to realize“high quality and good price”of agricultural products e-commerce

作　　者：邹波[1] 慎淑慧 ZOU Bo;SHEN Shu-hui(Jiangxi University of Technology,Nanchang,Jiangxi 330098;Jiangxi Agricultural University,Nanchang,Jiangxi 330045)

机构地区：[1]江西科技学院,江西南昌330098 [2]江西农业大学,江西南昌330045

出　　处：《价格月刊》2024年第9期15-22,共8页

基　　金：2023年度江西省高校人文社会科学研究项目“赣西地区祠堂文化的保护、传承与发展研究”(编号:MZ23101);江西科技学院协同创新中心开放基金项目“基于顾客感知价值新能源汽车消费者购买驱动因素研究”(编号:XTCX2107)的阶段性研究成果。

摘　　要：电商平台的强渗透性和广覆盖性,使电商经济变得异常火爆。但农产品在进入电商流量经济后,销售的产品逐渐模糊了自身价值,农产品电商价格逐渐偏离了实体市场农产品价格。农产品电商在推动农业科学种养、农村产业融合和农民增收等方面带来积极作用。通过探讨2022年农业农村部管理干部学院和阿里研究院联合公布的“农产品数字化百强县”典型县区的案例,对农产品电商优质优价给三农所带来的积极影响进行阐述。结合学者们对农产品定价、售价的影响因素进行分析,现阶段中国农产品电商“低价上行”现象较为普遍,且存在多平台竞争、谷贱伤农、无品牌经营等问题。为进一步推进农产品电商、农业电商“优质优价”发展,提出了推行分流机制、加强种养指导、关注产品细分、保护品牌等对策建议。The strong penetration and wide coverage of the e-commerce platforms have made the e-commerce economy become extremely hot.However,after agricultural products entered the e-commerce flow economy,the products sold gradually blurred their own value,and the prices of agricultural products gradually deviated from the prices of agricultural products in the physical market.E-commerce of agricultural products has played a positive role in promoting agricultural scientific planting and breeding,integrating rural industries and increasing farmers’income.This paper discusses the typical cases of the“Top 100 Counties for Digitalization of Agricultural Products”jointly announced by the Administration and Management Institute of the Ministry of Agriculture and Rural Affairs and Ali Research Institute in 2022,and explores the positive impact of high-quality and good price agricultural product e-commerce on agriculture,rural areas,and farmers.According to the analysis of scholars on the pricing of agricultural products and the factors affecting the selling price,the phenomenon of“low price upward”in China’s agricultural products e-commerce is relatively common at this stage,and there are problems such as multi-platform competition,low grain prices hurting farmers,and no brand operation.In order to further promote the development of“high-quality and good price”of agricultural e-commerce and agricultural e commerce,this paper puts forward countermeasures and suggestions such as implementing the diversion mechanism,strengthening the guidance of planting and breeding,paying attention to product segmentation,and protecting brands.

关 键 词：农产品电商 “优质优价” 品牌保护 

分 类 号：F726[经济管理—产业经济]