农产品电商拼价销售影响农户生产经营活动的内在逻辑--以赣南脐橙产业为例  

The Sale of Agricultural Products E-commerce Affects the Internal Logic of Farmers'Production and Operation Activities--Take the Gannan Navel Orange Industry As An Example

作　　者：何晓雨 HE Xiaoyu(School of Public Administration,Hohai University,Nanjing 211100,China)

机构地区：[1]河海大学公共管理学院,江苏南京211100

出　　处：《特产研究》2025年第2期241-245,249,共6页Special Wild Economic Animal and Plant Research

摘　　要：本文以赣南脐橙产业为例,从价格形成和品质把控两个维度分析农产品电商拼价销售模式,解释了农产品电商拼价销售影响农户生产经营活动的内在逻辑。研究发现:价格形成上,农产品电商拼价销售通过“层层加价”方式大大压缩农户生产利润空间。品质把控上,电商拼价销售模式放大了农产品“品控难题”,使得农产品品牌效应难以持续,进一步加剧农户生产经营活动的困境。因此,针对农产品电商拼价销售模式存在的现实困境提出三项措施,维护农产品电商市场秩序和保障农户生产利益,增进电商销售对乡村振兴的赋能效应。Taking the navel orange industry in Gannan as an example,this study analyzed the sales model of agricultural products e-com-merce from two dimensions of price formation and quality control,and explained the internal logic that the sales of agricultural products e-commerce affects farmers'production and operation activities.This study found that in terms of price formation,the e-commerce sales of agricultural products have greatly reduced the profits of farmers.In terms of quality control,the e-commerce price sales model amplifies the"quality control problem"of agricultural products,which makes the brand effect of agricultural products difficult to continue,and further aggravates the management difficulties of farmers'agricultural products.Therefore,in view of the practical difficulties of the sales model of agricultural products e-commerce,this study proposes four measures to maintain the order of agricultural products e-commerce market,protect the production interests of farmers,and enhance the enabling effect of e-commerce sales on rural revitalization.

关 键 词：农产品 电商 拼价销售 生产经营 乡村振兴 

分 类 号：F326[经济管理—产业经济]