马克思流通费用理论视角下农产品电商成本结构优化研究

Optimizing the Cost Structure of Agricultural E-Commerce from the Perspective of Marx’s Theory of Circulation Costs

摘要: 农产品电商作为衔接小农户与大市场的重要纽带，已成为畅通国内大循环的关键节点，本文基于马克思流通费用理论，系统研究农产品电商成本结构的优化路径。研究发现，在数字经济背景下，该理论呈现新特征：纯粹流通费用因平台算法与数据壁垒异化扩张，生产性流通费用因冷链物流等新需求面临效率与价值再平衡，两类费用边界日益模糊。研究揭示了当前农产品电商的核心矛盾：纯粹流通费用过高挤压利润、生产性流通费用效率不足、小农户参与成本高昂。据此，提出加强平台交易规则治理以遏制纯粹流通费用不合理扩张；通过技术创新与流程优化提升生产性流通效率；构建小农户数字支持系统降低其参与边际成本等优化策略，以期为促进农产品电商生态的公平、高效发展，实现农民增收与农村消费双提升的政策愿景提供理论基石与实践范式。

Abstract: Agricultural e-commerce, as a vital link between small farmers and the broader market, has become a key node in facilitating the domestic economic cycle. Based on Marx’s theory of circulation costs, this paper systematically explores the optimization pathways for the cost structure of agricultural e-commerce. The study finds that in the context of the digital economy, the theory exhibits new characteristics: pure circulation costs have expanded anomalously due to platform algorithms and data barriers, while productive circulation costs face a re-balancing of efficiency and value due to new demands such as cold chain logistics. The boundaries between these two types of costs are becoming increasingly blurred. The research reveals the core contradictions in current agricultural e-commerce: high pure circulation costs that squeeze profits, insufficient efficiency of productive circulation costs, and high participation costs for small farmers. Accordingly, the paper proposes optimization strategies, including strengthening the governance of platform trading rules to curb the unreasonable expansion of pure circulation costs, improving the efficiency of productive circulation through technological innovation and process optimization, and establishing digital support systems for small farmers to reduce their marginal participation costs. These strategies aim to provide a theoretical foundation and practical paradigm for promoting fair and efficient development of the agricultural e-commerce ecosystem, and for achieving the policy vision of increasing farmers’ incomes and boosting rural consumption.