生鲜农产品网络营销的物流促进研究

发布时间：2018-02-22 19:14

本文关键词： 生鲜农产品网络营销模式策略物流促进　出处：《重庆交通大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着电子信息化时代的到来，网络环境的不断完善，生鲜农产品网络营销正以新鲜、高效、优质的特点吸引着消费者。企业商家、农产品生产者都希望尽快投入这一新兴领域拓展销售渠道，完善自身商业体系，借助网络的力量达到销售目的。现存生鲜农产品网络营销物流模式发展不完善、生鲜物流服务水平不高等问题出现使得商家、物流企业及消费者的需求难以获得满足，阻碍生鲜农产品网络营销进一步发展。在生鲜农产品网络营销环境下，物流模式如何组织，物流环节如何运转才能更大地发挥物流促进作用，保障生鲜农产品质量、优化商家运营及维护消费者权益是值得研究的问题。本文依据理论研究，优化改进，最后应用研究进行案例分析的顺序，进行生鲜农产品网络营销的物流促进研究：首先，全面分析现有生鲜农产品网络营销模式的物流运作、现状及问题，得出物流促进内涵；然后，围绕物流促进内涵应用生鲜农产品网络营销第三方物流平台进行生鲜农产品网络营销的物流促进模式分析，接着针对物流促进模式的物流功能，提出生鲜农产品网络营销的物流促进策略；最后进行生鲜农产品网络营销的物流促进案例分析，进行物流促进流程设计及分析，应用灰色关联度分析方法对生鲜物流配送点进行评价分析，优化案例主体物流运营，起到了物流促进生鲜农产品网络营销的作用。通过上述对生鲜农产品网络营销物流促进模式及物流功能促进策略的研究，改进了生鲜农产品网络营销过程中物流所存弊端，提升物流功能地位，充分体现物流促进模式的优势。生鲜农产品网络营销物流促进模式及物流功能促进策略不仅可以使物流变得更有效率，还提升了商家的运营效益，为消费者提供更大的购物保障。同时研究为从事生鲜农产品网络营销商家及物流企业提供一个清晰的思路，更好地定位自身物流策略与物流服务水平，指明未来发展与研究方向。
[Abstract]:With the arrival of the electronic information age and the continuous improvement of the network environment, the network marketing of fresh agricultural products is attracting consumers with the characteristics of freshness, efficiency and quality. Producers of agricultural products hope to invest in this new field as soon as possible to expand their marketing channels, perfect their own business systems, and achieve their sales objectives with the help of the network. The existing logistics model of network marketing for fresh agricultural products is not perfect. The low level of fresh logistics service makes it difficult to meet the needs of merchants, logistics enterprises and consumers, and hinders the further development of the network marketing of fresh agricultural products. It is worth studying how to organize the logistics mode and how to run the logistics link to play the role of logistics promotion, to ensure the quality of fresh agricultural products, to optimize the business operation and to maintain the rights and interests of consumers. Based on the theoretical research, optimization and improvement, the last application of the study on the sequence of case analysis, fresh agricultural products network marketing logistics promotion research: first, a comprehensive analysis of the existing fresh agricultural products network marketing mode of logistics operation, The current situation and problems, the logistics promotion connotation; then, around the logistics promotion connotation of fresh agricultural products network marketing third-party logistics platform for fresh agricultural products network marketing logistics promotion model analysis, Then aiming at the logistics function of logistics promotion mode, the paper puts forward the logistics promotion strategy of fresh agricultural products network marketing; finally, the logistics promotion case analysis of fresh agricultural products network marketing is carried out, and the logistics promotion process design and analysis are carried out. The grey correlation degree analysis method is used to evaluate and analyze the distribution points of fresh products and optimize the logistics operation of case subjects, which plays the role of logistics to promote the network marketing of fresh agricultural products. Through the above research on the logistics promotion mode and logistics function promotion strategy of fresh agricultural products network marketing, the disadvantages of logistics in the process of fresh agricultural products network marketing are improved, and the logistics function status is promoted. Logistics promotion mode and logistics function promotion strategy can not only make logistics become more efficient, but also improve the business operation benefit. At the same time, the research provides a clear idea for the network marketing of fresh agricultural products and logistics enterprises, better positioning their own logistics strategy and logistics service level, To point out the future development and research direction.
【学位授予单位】：重庆交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F323.7

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