湖北农业科学 ›› 2023, Vol. 62 ›› Issue (5): 183-189.doi: 10.14088/j.cnki.issn0439-8114.2023.05.032

• 经济·管理 • 上一篇    下一篇

基于SCP分析范式的中国农村电商平台市场结构研究

梁悦泽, 乔鹏辉, 王慧   

  1. 青岛农业大学经济管理学院,山东 青岛 266109
  • 收稿日期:2023-01-28 出版日期:2023-05-25 发布日期:2023-06-12
  • 通讯作者: 王慧(1980-),女,山西临汾人,教授,主要从事农村电子商务方面的研究,(电子信箱)spring_wh@126.com。
  • 作者简介:梁悦泽(1999-),男,山东泰安人,在读硕士研究生,研究方向为农村电子商务,(电话)17806241122(电子信箱)979601220@qq.com。
  • 基金资助:
    国家社会科学基金年度一般项目(20BGL286)

Research on the market structure of China's rural e-commerce platform based on SCP analysis paradigm

LIANG Yue-ze, QIAO Peng-hui, WANG Hui   

  1. School of Economics and Management, Qingdao Agricultural University, Qingdao 266109, Shandong, China
  • Received:2023-01-28 Online:2023-05-25 Published:2023-06-12

摘要: 以SCP分析范式为基本理论框架,利用数据分析和实证研究,对农村电商平台市场结构、市场行为、市场绩效的现状进行分析,并研究了市场结构对市场行为、市场绩效的影响。结果表明,农村电商平台在高寡占型市场结构下存在平台差异化不够、农业融资体系不完善、成本居高不下、盈利困难等问题,并提出了农村电商平台品牌化、加强平台间的分工协作、再造新生态体系的市场结构优化建议。

关键词: 农村电商平台, 市场结构, SCP分析范式

Abstract: With SCP analysis paradigm as the basic theoretical framework, data analysis and empirical research were used to analyze the current situation of market structure, market behavior and market performance of rural e-commerce platforms, and to study the impact of market structure on market behavior and market performance. The results showed that there were problems such as insufficient platform differentiation, imperfect agricultural financing system, high cost and difficulty in making profits under the high oligopoly market structure of rural e-commerce platform, and the suggestions of market structure optimization, such as creeting the brand of rural e-commerce platform, strengthening division of labor and cooperation between platforms and rebuilding the new ecological system were put forward.

Key words: rural e-commerce platform, market structure, SCP analysis paradigm

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