我国农民网商冶的微观特征及问题分析.PDF

第34卷摇 第12期 情摇 报摇 杂摇 志 Vol.34摇 No.12 2015年12月 摇 摇 摇 摇 摇 摇 摇 摇 摇 摇 摇 摇 摇 JOURNAL OF INTELLIGENCE摇 摇 摇 摇 摇 摇 摇 摇 摇 摇 摇 摇 摇 Dec. 摇 2015 我国“农民网商冶的微观特征及问题分析* ———基于对福建省某“淘宝镇冶的调查 路摇 征摇 张益辉摇 王摇 珅摇 董冠琦 (四川大学经济学院摇 成都摇 610064) 摘摇 要摇 “农民网商冶是“互联网+冶时代的产物,是农村电子商务的重要参与主体,近年来规模增长迅速,已成为增 加农民收入、带动农村就业和促进就地城镇化的重要路径。 通过对福建省某“淘宝镇冶的实地调查,深入分析了“农 民网商冶的微观特征及其面临的主要问题。 分析表明:“农民网商冶在个体上体现出受教育水平相对较高、年轻化、 入行时间短等特征,在经营上体现出家庭化、规模小、策略简单等特征,并体现出专业素质缺乏、本地同业竞争激烈、 物流成本高、融资渠道和营销策略单一、政策普惠性低等问题。 最后,提出了针对性的政策建议。 关键词摇 农村电子商务摇 农产品电子商务摇 农民网商摇 互联网+ 中图分类号摇 F724.6 摇 摇 摇 摇 摇 摇 文献标识码摇 A摇 摇 摇 摇 摇 摇 文章编号摇 1002-1965(2015)12-0139-07 DOI摇 10.3969/j.issn.1002-1965.2015.12.026 Micro Characteristics and Problems Reflected in the Development of Peasant E-businessman: A Case Study on an Alibabas E-business Town in Fujian,China Lu Zheng摇 Zhang Yihui摇 Wang Shen摇 Dong Guanqi (School of Economics,Sichuan University,Chengdu摇 610064) Abstract摇 Asthe result of Internet+ campaign and the major participant of rural e-commerce activities,the peasant e-businessman group expandsvery fast in recent yearsand e- businessplaysa major role in increasing the income of farmers,stimulatingrural employ鄄 ment and promoting local urbanization. Based on the field investigation in an Alibaba E-business Town,this paper analyzes the micro characteristicsof peasant e-businessmen and the existing problems reflected in the expansion. It shows that peasant e-businessmen have personalcharacteristicsofrelativelyhigh educationalbackground,youngageand short entrytime;italsorevealstheoperationalcharacter鄄 istics asof family-oriented,small-scaleandsimpletactics. Meanwhile,theyarealsoconfrontedwiththechalle