刘玉萍　郭郡郡

摘 要：在农村消费市场存在差异的条件下，全国范围的以行政补贴和市场推广相结合的“万村千乡”推广方式将面临“推广悖论”，即工程的普遍服务职能与企业追求利润的目标之间的冲突，进而可能会造成财政补贴资金的浪费。应在不同区域采用不同的推广策略：发达地区农村，应以企业自主经营为主；具有一定消费市场潜力但企业开拓成本还比较高的地区，应行政补贴和市场推广相结合；尚不具备经营条件的农村地区，应加强基础设施建设，并提高农民收入水平，待时机成熟后再逐步推进。

关键词：“万村千乡”；推广悖论；行政补贴；市场推广；农村消费市场

中图分类号：F713.581文献标识码：A文章编号：1008-6439（2008）06-0019-05

On promotional paradox of thousands of villages and towns

in the development of rural consumption market

LIU Yu-ping, GUO Jun-jun

(West China Normal University, Sichuan Nanchong 630002, China)

Abstract： Under disparity of rural consumption market, thousands of villages and towns promotional method by administrative subsidies and market promotion faces paradox, that is to say that general service function has contradiction with profit pursuit of enterprises, therefore, administrative subsidies money is wasted. Different promotional methods should be used in different areas, for example, enterprises should self-manage in developed villages, administrative subsidies and market promotion combination should be done in the areas which have certain buying ability but whose promotional cost is high, as for undeveloped villages, infrastructure construction should be consolidated, peasant income level should be raised, promotion will be done after the opportunity is existent.

Key words: thousands of villages and towns;promotion paradox; administrative subsidies; market promotion；rural constemption market

一、“万村千乡”推广悖论

随着短缺经济的结束,困扰农村经济的难点已从生产与消费的矛盾转向流通与消费的矛盾,农民进入市场太难、阻碍太多、费用太高成为中国农村经济落后的根本问题。^［1］流通体系建设滞后所导致的直接后果是农民消费的“不安全、不方便、不实惠”，据调查，国内目前有1/3的农民购买生产资料、消费资料要跑到县以上的市场去找，广大农村也是假冒伪劣产品泛滥最为严重的地方。总体而言，不是收入水平而是基础设施不足是限制广大农村地区的居民实现其消费意愿的主要原因。^［2］针对我国农村消费市场的现状，商务部于2005年初推出“万村千乡”市场工程，主要内容是：政府以资金补贴、贷款贴息等方式，鼓励、引导各类大中型流通企业到试点县市的乡村投资建立、改造连锁“农家店”。……