农产品电商拼价销售对农户生产经营的影响逻辑——基于赣南脐橙案例

The Influence Logic of Agricultural E-Commerce Price Sales on Farmers’ Production and Operation—Based on the Case of Gannan Navel Orange

摘要: 农产品电商拼价销售在促进农产品流通及提升销售总量方面发挥了重要作用，但同时也不能忽视它带来的负面效益。本文以赣州地区的赣南脐橙为例，分析了农产品拼价销售消费者拼价购买，电商经营者拼价销售及供应链压价收购、农民被迫接受低价的逻辑。并且，拼价销售损害地域品牌及“重产轻质”加剧了农户生产经营的困境。因此，提出了对大型供应链进行有效监管、加强品牌建设与服务、政府的规范及引导三项建议，帮助农产品电商拼价销售走出困境，切实保障农户生产的利益。

Abstract: The price competition in agricultural product e-commerce has played an important role in promoting the circulation of agricultural products and increasing overall sales volume, but the negative effects it brings cannot be ignored. This article takes the Gannan navel orange from the Ganzhou region as an example to analyze the logic of price competition purchasing by consumers, price competition selling by e-commerce operators, price-cutting procurement in the supply chain, and farmers being forced to accept low prices. Moreover, price competition damages regional brands and exacerbates the plight of farmers with a focus on production over quality. Therefore, three recommendations are proposed: effectively regulating large supply chains, strengthening brand building and services, and government regulation and guidance, to help agricultural product e-commerce price competition overcome difficulties and genuinely safeguard the interests of farmers.