小农户对接电商的困境及实现路径研究——以河南省西峡县猕猴桃产业为例
STUDY ON THE DILEMMA AND REALIZATION OF SMALL FARMERS TO E-COMMERCE MARKET——TAKING THE KIWI INDUSTRY IN XIXIA COUNTY OF HENAN PROVINCE
陈丽 1马媛 1吴信科1
作者信息
- 1. 南阳理工学院 范蠡商学院 河南 南阳 473004
- 折叠
摘要
小农户和电商市场的有效对接是其融入现代农业的重要内容,其理论依据在于市场营销组合理论.电商的快速发展,极大地拓展了小农户商品营销的空间.小农户有效对接电商市场,可以破除小农户进入现代市场的障碍进而提升农户收入水平,从而有助于乡村产业振兴.本文以河南省南阳市西峡县猕猴桃产业的电商发展情况为研究对象,在分析西峡县小农户对接电商市场主要模式的基础上,着重考察当地小农户对接电商市场所面临的农户技术能力不足、农产品品质不高、物流成本较高和品牌影响力不够等困境,深入分析小农户与电商市场的长效机制,希冀为小农户衔接现代农业提供一定的智力支持.
Abstract
The effective connection between small farmers and the e-commerce market is an important part of their integration into mod-ern agriculture.Effective integration of small farmers into the e-commerce market can break down barriers for them to enter modern markets,thereby improving their income levels and contributing to the revitalization of rural industries.This article takes the e-com-merce development of kiwifruit industry in Xixia County,Nanyang City,Henan Province as the research object.Based on the analysis of the main modes of small farmers connecting with the e-commerce market in Xixia County,it focuses on examining the difficulties faced by local small farmers in connecting with the e-commerce market,such as insufficient technical capabilities of farmers,low agri-cultural product quality,high logistics costs,and insufficient brand influence.It deeply analyzes the long-term mechanism between small farmers and the e-commerce market,hoping to provide some intellectual support for small farmers to connect with modern agricul-ture.
关键词
电商/小农户/困境Key words
E-commerce/small farmers/dilemma引用本文复制引用
基金项目
国家社会科学基金(21BGL248)
国家社会科学基金后期资助项目(22FJYB028)
河南省软科学研究计划(222400410078)
河南省高等学校科技创新团队支持计划(24IRTSTHN028)
出版年
2024
NETL
NSTL
万方数据