新型农业经营主体开展农产品电子商务的现状及问题探析

吕丹 江朦朦

摘要：文章首先对家庭农场（专业大户）、农民专业合作社以及农业产业化龙头企业等新型农业经营主体开展农产品电子商务现状进行梳理，归纳总结了各类主体开展农产品电子商务的特点以及采用的电子商务模式。其次，从客观条件和主观意识2个方面，分析了制约新型农业经营主体开展农产品电子商务的关键因素。最后，从政府管理层面和新型农业经营主体层面分别提出了促进农产品电子商务采纳的对策建议，即在政府管理层面，要从人才培养、智慧物流、精准施政、第三方服务等方面扫清障碍；在新型农业经营主体层面，提倡品牌定位精准化、生产流程标准化、生产过程可视化、营销模式多元化、产品包装规格化，充分发挥新型农业经营主体在推动农产品电子商务发展和农业现代化建设中的示范引领作用。

关键词：新型农业经营主体；农产品电子商务；制约因素；家庭农场；农民专业合作社；对策

中图分类号：F325，F713文献标志码：A论文编号：cjas2020-0091

Analysis of the Current Situation and Problems of E-commerce of Agricultural Products of Agricultural Business Entities

Lv Dan1， Jiang Mengmeng2

（1Hubei Provincial Collaborative Innovation Centre of Agricultural E-commerce， Wuhan 430212， Hubei， China； 2School of Economics， Wuhan Donghu University， Wuhan 430212， Hubei， China）

Abstract： The article firstly sorts out the current situation of new agricultural business entities such as family farms （large and specialized agricultural family operations）， specialized farmers’cooperatives and agribusinesses’ carrying out e-commerce of agricultural products. It summarizes the characteristics of various types of e-commerce of agricultural products and the e-commerce models. Secondly， from two aspects of objective conditions and subjective consciousness， the key factors restricting the development of new agricultural business entities to carry out e-commerce of agricultural products are analyzed. Finally， relevant countermeasures are proposed from the perspective of government management and new agricultural business entities. At the level of government management， efforts should be made to improve the status quo from the aspects of talent training， smart logistics， precise governance， and third-party services. At the level of new agricultural business entities， the suggestions given are accurate brand positioning， standardization of production processes， visualizationof production processes， diversification of marketing models and standardization of product packaging， and give full play to the leading role of new agricultural business entities in promoting the development of agricultural product e-commerce and agricultural modernization.

Keywords： New Agricultural Business Entities； E-commerce of Agricultural Products； Constraints； Family Farms； Specialized Farmers’Cooperatives； Countermeasure

0引言

自2012年起，每年的中央一号文件均提及发展农产品电子商务，中共中央、国务院及各部委也在近10年间先后发布了涉及农产品电子商务的主要政策文件40余项。2021年作为“十四五”开局之年，在《2021年乡村产业工作要点》中，农业农村部着重强调了要通过电子商务让农民“跨界增收、跨域获利”。各项文件释放的信号非常明确，即电子商务在农业农村发展中的部署，对于打赢脱贫攻坚战、乡村振兴战略实施、数字乡村建设和全面建成小康社会的极端重要性。……