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农村电商的“壳”与“核”

2017-08-18 08:12:19   中国青年网

八桂纵横

邱 石

据报道,目前广西农村电商加速发展,已经开通农村电商项目的县域33个,正式开业的有25个县。建设农村电商县级运营中心26个,标准化村级服务点1500个。

近几年,网络购物火爆全国,带动农村电商一路狂奔,与之相关的新业态、新模式、新经济如雨后春笋破土而出。一些电商巨头也将目光投向农村,纷纷快马加鞭,逐鹿农村电商市场。比如,一国内电商巨头早在2014年就提出了雄心勃勃的“千县万村计划”,计划在三至五年内投资100亿元,建立1000个县级服务中心和10万个村级服务站。一时间,农村电商发展风起云涌,大有星火燎原之势。

农村电商主要有两种流向,一是网购进村,即工业品通过网络渠道进入农村家庭;二是农副产品外销,即农产品通过网售方式流向城市市场。在产业结构上,它一头连着生产,一头连着消费;在分布地域上,它一头连着农村,一头连着城市,是一二三产业融合发展的新型业态,对推进农业供给侧结构性改革、促进农村经济发展和农民增收,具有牵引性作用。

农村电商的蓬勃发展,突破了小农户对接大市场的制约瓶颈,让原来“养在深闺人未识”的“土货”“山货”和优质农产品卖到全国,走进千家万户。这不仅激发了农村的发展活力,也为农业增效、农民增收注入了新的动能。

从全国各地来看,许多地方通过发展农村电商,为当地农村经济发展插上了腾飞的翅膀,闯出了发展的新路子,积累了不少成功经验,但也有不少问题和教训。比如,有的地方发展农村电商,热衷搞“示范”、树典型,盲目跟风,重复投资、重复建设的问题突出。要么“拉大旗作虎皮”,跑马圈地;要么“挂羊头卖狗肉”,徒有虚名;还有的费尽九牛二虎之力打造出“电商一条街”,开业时一派热热闹闹的繁荣景象,可是过不了多久,就变得门可罗雀。

造个“空壳”不难,但要真正把“内核”建起来,却并非易事。农村电商的短板在于人才匮乏,懂运营、会推广、有经验的电商人才更是凤毛麟角,部分电商平台管理运营能力水平低下,效果并不理想。有的“电商扶贫”项目,缺乏真实经营业绩,一俟政府补贴资金到位,就戛然而止、销声匿迹。

农村电商所面临的现实困境不止于此。一些农副产品在保鲜、保质方面有着严格要求,如果不能及时送到消费者手中,极其容易变质、变坏。消费者一旦选择退货,让农民“赔了夫人又折兵”不说,一个“差评”还可能造成“晕轮效应”,进而引发连锁反应,甚至让农民血本无归。此外,农村电商大多是单家独户经营,以农副产品和土特产销售为主,在加工流程、包装工艺上,并不能满足消费者对产品质量安全的要求。

然而应该看到,任何新生事物的成长,都伴随着种种问题和缺陷。不可否认,电商的普及和推广给农村带来了触手可及的大好机遇,点燃了农村创新创业的“引线”。面对机遇和市场,基层政府和农业部门对农村电商的发展应给予更多政策、技术方面的扶持,通过技术服务和监督管理等一系列手段,确保网购产品质量、卫生安全,为农村电商产业发展剔除杂草、培土施肥。此外,各地还需在制定标准、完善配套、强化监管、服务创新等方面出台更多的支持政策和鼓励措施。总而言之,要大力支持电商的深层次推广,推进技术的演进和业态的创新,打破旧有的商业模式和产业格局,加快农业经济的现代转型。

尽管面临着不少困难和挑战,但农村电商的活力与生机已充分展现,为未来发展提供了无限可能。管理部门应坚持从实际出发,遵循市场和产业发展规律,加强引导,创新管理,完善机制,培植“良田沃土”,农村电商发展才能告别“野蛮生长”阶段,开辟“互联网+”时代经济增长的新蓝海。

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