孔繁铭 郭彩霞 刘娜 隋好林 陈晓峰

摘要：农产品电商平台，是当前中国新型农业发展的创新途径之一。农产品电商平台相较于传统农产品销售模式具有更为突出的优势，产业发展更具竞争力。截至2019年上半年，国内形成了多种模式创新发展的农产品电商平台超过3×104个，极大地促进了农村产业振兴。文章基于钻石模型框架上，通过实地调研具体分析海阳市农产品电商平台发展的要素条件、需求条件、相关支撑产业以及竞争力状况等要素，根据调查结果分析了电商平台发展目前优劣势，对未来扩大规模、提升电商产业竞争力提出建议。

关键词：农产品电商平台；钻石模型；乡村振兴；海阳市

中图分类号：S-9文献标志码：A论文编号：cjas2020-0014

The Competitiveness of E-commerce Platform of Agricultural Products Based on Diamond Model in Haiyang City

Kong Fanming1， Guo Caixia1， Liu Na2， Sui Haolin1， Chen Xiaofeng1

（1Yantai Institute of China Agricultural University， Yantai 264670， Shandong， China； 2Taxation Bureau of Yantai City， Yantai 264000， Shandong， China）

Abstract： E-commerce platform of agricultural products is one of the innovative ways of new agricultural development in China. Compared with the traditional sales model of agricultural products， e- commerce platform of agricultural products has more prominent advantages， and the industrial development will become more competitive. By the first half of 2019， more than 30，000 e-commerce platforms of agricultural products with multiple developmental patterns were established in China， which greatly promoted the revitalization of agriculture and rural industries. Based on the framework of diamond model， elements such as the factor conditions， demand conditions， relevant supporting industries and competitiveness status of the development of e-commerce platform of agricultural products in Haiyang City were analyzed though field research. According to the survey results， the current advantages and disadvantages of the e-commerce platform were explored， and suggestions were put forward on expanding the scale and enhancing the competitiveness of the e-commerce industry in the future.

Keywords： E-Commerce Platform of Agricultural Products； Diamond Model； Rural Revitalization； Haiyang City

0引言

“三農问题”是关系国计民生的根本性问题，是党和国家实施乡村振兴战略的重中之重。自2017年党的十九大提出乡村振兴战略后，中国发展战略又有了新定位。2020年召开的中共中央政治局会议又提出了“加快形成以国内大循环为主体、国内国际双循环相互促进的新发展格局”。自古以来，中国农业和农村扮演着农产品供给、生产要素贡献的角色[1]。新的发展时期赋予农业农村新的使命，随着人民收入水平的继续提升，如何调整农业产业结构，实现供给侧结构改革，如何加强农产品供应，提升农产品电商平台在内循环中的效能，将是下一个五年计划需要解决的课题。

随着烟台市“一村一品”、“一乡一业”、“一市一品”的建设推进，具有地域特色的农产品产业基地已初步建成[2]。……