摘要
在国家实施“数商兴农”工程背景下,电商平台通过数字化转型,对农产品上行进行价格指导是当前和今后农村电商发展的重要任务。电商平台对农产品上行的价格指导机制包括价格指导的形成机制、效应机制和实现机制。其中,电商平台对农产品上行价格指导的形成机制又由压力机制、动力机制和能力机制构成;效应机制表现为电商平台的价格指导提升了竞争优势以及价值增值和数据赋能效应,产生了竞争力、成长力和融合力的“三力”提升效应;实现机制表现为价格数据采集、价格大数据挖掘和价格指导实施等三个环节。根据研究结论,提出了促进涉农电商平台数字化转型升级、拓展价格指导数字化应用场景和共同铸造数字化农产品特色品牌的对策建议。
Under the background of the national implementation of the“digital business promoting agriculture”project,it is an important task for the development of rural e-commerce at present and in the future to guide the price of agricultural products upward through the digital transformation of the e-commerce platform.The price guidance mechanism of e-commerce platform for agricultural products includes the formation mechanism,effect mechanism and realization mechanism of price guidance.Among them,the formation mechanism the upward price guidance of agricultural products influenced by e-commerce platform is composed of pressure mechanism,power mechanism and ability mechanism;the effect mechanism shows that the price guidance of e-commerce platform improves the competitive advantage,value added and data enabling effect,and produces the combined enhancement effect of competitiveness,growth and integration;the implementation mechanism includes price data collection,price big data mining and price guidance implementation.According to the research conclusions,this paper puts forward countermeasures and suggestions to promote the digital transformation and upgrading of agriculture-related e-commerce platforms,expand the digital application scenarios of price guidance and jointly build digital agricultural products characteristic brands.
作者
王小平
张含
何锦涛
WANG Xiao-ping;ZHANG Han;HE Jin-tao(Modern Business Services Research Center,Hebei University of Economics and Business,Shijiazhuang,Hebei 050061;School of Business,Hebei University of Economics and Business,Shijiazhuang,Hebei 050061)
出处
《价格月刊》
北大核心
2023年第4期13-20,共8页
基金
国家社会科学基金项目“乡村振兴战略背景下中国农村电子商务可持续发展研究”(编号:19BJY196)
河北省高等学校人文社会科学重点研究基地项目“新电商赋能农产品流通研究”(编号:2021SMZD004)。
关键词
数商兴农
电商平台
农产品上行
价格指导
promoting agriculture by digital business
e-commerce platform
upward price of agricultural products
price guidance
