“品牌联合 + 订单农业”助力西部农户收入增长研究——以四川省为例

Research on “Brand Collaboration + Contract Farming” to Boost Income Growth for Farmers in Western China—A Case Study of Sichuan Province

摘要: 受区域经济低、物流运输差制约，四川省安岳柠檬、苍溪红心猕猴桃、丹棱桔橙、安州魔芋等果蔬农产品，虽种植环境优越、产质优良、产量丰富，但在消费多样化、产品买方市场的电商时代，因信息不对称、供求严重不平衡等原因，致使其地区价格失衡、区域性产量过剩。优质农产品严重滞销，成为制约农户收入增长的主要原因之一。基于此，通过构建“品牌联合 + 订单农业”的数字供销新模式，利用“冷链 + 数字供销云平台 + 城市配送”的物流运输，打通果蔬销售渠道，有效实现农产品保质增销、稳定助农。

Abstract: Restricted by a low regional economy and poor logistics, fruit and vegetable agricultural products such as lemons from Anyue, red-hearted kiwifruit from Cangxi, oranges from Danleng, and konjac from Anzhou in Sichuan Province, although grown in superior environments with excellent quality and abundant yields, face issues in the era of diversified consumption and buyer-driven e-commerce markets. Due to information asymmetry and severe supply-demand imbalance, regional price distortions and local production surpluses occur. High-quality agricultural products are seriously difficult to sell, becoming one of the main reasons restricting farmers’ income growth. Based on this, by establishing a new digital supply and marketing model of “brand alliances + contract farming”, utilizing logistics and transportation of “cold chain + digital supply and marketing cloud platform + urban distribution”, fruit and vegetable sales channels are opened, effectively achieving quality preservation, increased sales of agricultural products, and stable support for farmers.