产品差异化策略会提升农户销售议价能力吗?——来自猕猴桃主产区的微观证据  

Can Product Differentiation Strategies Enhance Farmers’Bargaining Power in Sales?Micro-Evidence from a Major Kiwi Fruit Producing Area

作　　者：李鑫杰 陆迁[1] LI Xinjie;LU Qian(School of Economics and Management,Northwest A&F University,Yangling 712100,China)

机构地区：[1]西北农林科技大学经济管理学院,陕西杨凌712100

出　　处：《经济经纬》2025年第2期42-54,共13页Economic Survey

基　　金：国家自然科学基金项目(71973105);陕西省协同创新与推广联盟项目(LMR202207)。

摘　　要：基于陕西、四川两地猕猴桃主产区1120户微观数据,在利用双边随机边界模型对猕猴桃市场交易中农户销售议价能力测度与分析的基础上,运用倾向得分匹配法及中介效应等模型,检验了产品差异化策略对农户销售议价能力的影响及作用路径。结果表明:猕猴桃种植户与收购方由于议价能力差异而使猕猴桃销售价格低于基准价格2.3%,通过微信朋友圈及电商等直接销售渠道售卖猕猴桃能够显著增加农户剩余及净剩余,由品牌销售与产品质量认证形成的产品差异化可分别使猕猴桃种植户销售议价能力提升0.026与0.030;经一系列稳健性检验后,上述结论仍然成立。此外,机制分析表明,产品差异化策略可通过销售渠道的拓宽与溢价激励的提升来提高农户销售议价能力。依据上述结论,提出积极引导种植户与经营组织实施品牌发展战略,推动质量认证体系的普及与优化,充分利用电商平台拓宽种植户与经营组织销售渠道及建立农产品质量信息共享平台等政策建议。Based on micro-level data from 1,120 households in the major kiwifruit-producing areas of Shaanxi and Sichuan,this study first measures and analyzes the bargaining power of farmers in kiwifruit market transactions using a two-sided stochastic frontier model.Subsequently,employing propensity score matching and mediation effect models,the study examines the impact of product differentiation strategies on farmers’bargaining power in sales and identifies the underlying pathways through which these strategies operate.The results indicate that differences in bargaining power cause kiwifruit growers to receive a sales price that is 2.3%lower than the benchmark price compared to buyers.Selling kiwifruit through direct sales channels such as WeChat Moments and e-commerce platforms can significantly increase the growers’surplus and net surplus.Product differentiation achieved through brand sales and product quality certification can enhance the bargaining power of kiwifruit growers by 0.026 and 0.030,respectively.After a series of robustness tests,the above conclusions remain valid.In addition,product differentiation strategies can enhance farmers’bargaining power in sales by expanding sales channels and increasing premium incentives.Based on the above conclusions,we propose the following policy recommendations:actively guiding growers and operating organizations to implement brand development strategies,promoting the popularization and optimization of quality certification systems,fully utilizing e-commerce platforms to expand sales channels for growers and operating organizations,and establishing a quality information-sharing platform for agricultural products.

关 键 词：产品差异化策略 销售议价能力 双边随机边界模型 倾向得分匹配 

分 类 号：F272.92[经济管理—企业管理]