Participation Mechanism，Dilemma and Countermeasures of Operators in New Agricultural E-commerce

——Evidence from investigation in Jianhe County，Guizhou Province

ZHANG Zhe-xi1，GAO Ming1 and MU Yue-ying2

（1.Research Center for Rural Economy，Ministry of Agricultural and Rural Affairs，Beijing 100810，China；2.College of Economies & Management of CAU，Beijing 100083，China）

Abstract：As an emerging business model，e- commerce is a new driving force to promote rural industrial prosperity ， especially in areas with heavy tasks to consolidate the achievements of poverty alleviation ，and it is of great practical significance to give play to the role of new agricultural operators participating in e-commerce in driving farmers. By focusing on the reasons， dilemma and policy demands of new agricultural operators，and using the method of case analysis，the authors interview three new types of agricultural operators in Jianhe County，Guizhou Province，such as the large planting households，farmers' professional cooperatives，and agricultural enterprises. The results show that ：first，among the influencing factors of participating in e- commerce，entrepreneurship，internet network experience accumulation，social relation network，the foundation of distinctive local businesses，internet and logistics facilities construction ，changes in market demand，and government policy support are the important factors that can promote new agricultural operators to participate in e- commerce ；second，in the function mechanism of agricultural products e-commerce ，agricultural products e-commerce has become an effective means to benefit poverty- stricken areas by expanding sales channels ，reducing transaction costs，increasing operating income and improving social reputation；and third，there are still many problems in the further development of agricultural products ecommerce，new agricultural operators also face both individual problems (such as the lack of professional technology ，weak capital base，and scarcity of human resources) and common problems (such as expensive quality and safety certification ，narrow product sales channels，and difficulty in driving small farmers)，and providing good product certification services，promoting the connection between production and marketing，and optimizing the business environment are the urgent needs of new agricultural operators. To promote the development of e-commerce in rural areas ，we should strengthen policy support and optimize service system，follow economic laws and promote scientific development，and accelerate industrial agglomeration and develop production and marketing trusteeship.

Key words：e-commerce of agricultural products ；new agricultural operators；poverty relief areas；contact and drive farm⁃

ers；policy appeal

doi：10.14089/j.cnki.cn11-3664/f.2021.12.005

.多重社会网络嵌入对虚拟品牌社区价值共创的作用机理[J].中国流通经济，2021（12）：50-61.引用格式：俞林