城乡差异视角下社区团购中生鲜农产品的需求分析——以湖南新化县为例  

Demand Analysis of Fresh Agricultural Products in Community Group Buying from the Perspective of Urban-Rural Disparities——A Case Study of Xinhua County,Hunan

作　　者：李思源 Li Siyuan(Hunan Agricultural university,Changsha,Hunan,410000)

机构地区：[1]湖南农业大学,湖南长沙410000

出　　处：《中国商论》2024年第22期87-91,共5页China Journal of Commerce

基　　金：湖南省社科基金项目(20YBA142);湖南省大学生创新训练项目(S202110537068);湖南农业大学大学生创新训练项目(XCX2021008)。

摘　　要：本文以湖南省新化县城区和乡镇两个社区团购点为研究对象,首先通过对新化县城区与乡镇两个不同社区团购点的连续订货数据的整理和分析,揭示了城乡居民在社区团购中存在的需求结构性差异。文章采用Mann-Whitney U检验方法,详细探讨了城乡居民在社区团购中对生鲜农产品的需求差异。研究发现,城乡居民对生鲜产品的需求比例、消费额度及购买量三个方面均存在显著性差异。基于此,本文提出了加强精准配送、优化服务结构、强化农户与平台的连接等对策,以促进社区团购服务的优化和城乡经济的均衡发展,旨在提升社区团购模式的效率并降低成本,为农产品流通提供新的动力。This paper takes as research subjects the urban and rural community group buying sites in Xinhua County,Hunan Province.It first organizes and analyzes the continuous order data from two community group buying sites in an urban district and a rural town of Xinhua County,respectively,revealing the structural demand differences among urban and rural residents in community group buying.Subsequently,the article utilizes the Mann-Whitney U test method to conduct a detailed discussion on the demand differences for fresh agricultural products among urban and rural residents in community group buying.The research finds significant differences in the demand ratio,consumption amount,and purchase volume of fresh products between urban and rural residents.Based on these findings,the paper proposes strategies such as strengthening precise distribution,optimizing service structure,and enhancing the connection between farmers and platforms to optimize community group buying services and balanced development of urban and rural economies.These strategies aim to improve the efficiency and reduce the costs of the community group buying model,providing new momentum for the circulation of agricultural products.

关 键 词：社区团购 城乡差异 Mann-Whitney U检验 生鲜农产品 

分 类 号：F323[经济管理—产业经济] F724.6