The Inner Logic of the Impact of Fruit E-commerce Price Competition on Farmers'production and Operation:Based on the Investigation of Melon Industry in County A of Shaanxi Province
The competitive sale mode of fruit electricity commerce plays a key role in promoting the circulation of fruit and increasing the total consumption of fruit,but the negative effect of this mode on the production and management of small farmers is also worth paying attention to.Based on the field research experience of the melon industry in A county,this paper analyzed the operation mode of fruit e-commerce price competition,and investigated the internal logic of the impact of fresh fruit e-commerce price competition mode on smallholder production and management from two dimensions of agricultural product price formation and quality control.The findings are as follows:On the one hand,from the perspective of price formation process,through a series of"layers of price pressure",such as consumers'price comparison,e-commerce operators'price competition,supply chain and agency purchase,and fruit farmers'passive price,smallholder farmers'profit space is severely compressed;On the other hand,the pricing e-commerce sales model amplifies the quality control problems in fruit sales,and the sales and acquisition strategies of e-commerce operators and supply chains that"price but not quality"induce farmers'planting preference of"heavy production and light",endanger the development of regional brands,and further aggravate the production and operation difficulties of small farmers.In view of the practical problems existing in the pricing model of fruit e-commerce,it is necessary to take targeted countermeasures to maintain the order of fruit e-commerce market and safeguard the interests of agricultural producers,and enhance the effect of enriching the people in the agricultural industry.
Fresh Agricultural Product-commerceElectricty CommercePrice WarE-commerce Going to the CountrysideFarmers'Operation
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