农业经济问题Issue(12)：41-57,17.
电商平台主导下农产品流通主体的权力重构与利益分配
Power Reconfiguration and Benefit Distribution of E-commerce Platform-led Agricultural Product Circulation Actors:A Case Study of Town S,Zhou County,Shaanxi Province
摘要
Abstract
Effective connection between smallholder farmers and modern agriculture is a pivotal is-sue in advancing Chinese-style agricultural modernization.Drawing on a case study of Town S in Shaanxi Province and employing a"Power Reconfiguration-Benefit Distribution"analytical framework,this research reveals the mechanisms through which e-commerce platforms reshape agricul-tural product circulation relationships.The study finds that while the e-commerce sales model dissolves traditional intermediary layers,it simultaneously fosters new digital intermediary actors and reconstructs power structures:e-commerce platforms consolidate power through control over resource access and rule-setting authority,appropriating data resources via institutional rules and directing traffic allocation through algorithms.The intervention of e-commerce platform rules exacerbate power imbalances between merchants and consumers,leading to the erosion of merchant rights.By granting limited pricing power to merchants,e-commerce platforms enable them to establish pricing dominance.Through a com-pound strategy of redefining pricing logic and transferring risk,they further weaken the bargaining power of suppliers who face a dual lock-in through technology and channels.Regarding benefit distribution,e-commerce platforms capture disproportionate profits through compound mechanisms combining explicit profit extraction and implicit cost transfer.The digital service layer appropriates value through resource or technical rents.Sandwiched between e-commerce platforms and the digital service layer,merchants transmit cost pressures downward to expand their own profit margin,culminating in a systematic squeeze on supplier incomes.Consequently,e-commerce sales have not ameliorated the fundamental contradiction of agricultural surplus favoring capital and may have even intensified the vulnerability of smallholders within the circulation relationships.This research provides an explanatory framework for understanding circulation relationships in agricultural e-commerce in the digital economy era,with im-portant implications for promoting agricultural modernization and enabling smallholders to share digital dividends.关键词
电商平台/农产品流通/权力重构/利益分配/农产品电商Key words
E-commerce platform/Agricultural product circulation/Power reconfiguration/Benefit distribution/Agricultural e-commerce引用本文复制引用
万琳,李祖佩..电商平台主导下农产品流通主体的权力重构与利益分配[J].农业经济问题,2025,(12):41-57,17.基金项目
国家社会科学基金重点项目"乡村振兴战略实施中农村社会治理共同体的实现机制研究"(编号:21ASH010) （编号:21ASH010）
