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

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。

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

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, visualization of 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.