河北省蔬菜直销模式研究

发布时间：2018-01-06 01:08

本文关键词：河北省蔬菜直销模式研究　出处：《河北农业大学》2015年硕士论文　论文类型：学位论文

【摘要】：蔬菜是居民餐桌上不可缺少的商品,国家也在持续关注着居民“菜篮子”问题。河北省是我国蔬菜生产大省,蔬菜产量逐年增加,但还是会时常出现菜价飞涨的现象,这是什么原因造成的呢?经过研究发现目前河北省蔬菜的传统流通过程存在链条过长、环节繁复、信息阻塞、流通成本高等问题,而鼓励发展蔬菜直销模式可以有效解决流通环节多,信息不对称等问题,在推动河北省农业发展的同时还可以提高农民的收入。本文的研究目的是通过研究河北省现有的蔬菜销售模式,其中重点介绍了把休闲农业旅游及O2O模式融于蔬菜零售之中,一种线上线下同时开展的适合当代消费特征的新型直销模式,最后总结出蔬菜直销模式在发展过程中存在的问题,提出解决对策,进而稳定居民手中的“菜篮子”。近几年来,河北省对建设蔬菜直销模式加大重视,鼓励发展惠民又利农的直销流通体系。本文通过阅读相关文献及报道,结合国内外研究结果和相关经验,分析河北省蔬菜流体系中传统模式及直销模式,并对两种模式进行了对比分析之后发现直销模式有环节少、稳定性强等优势,发展蔬菜直销模式有助于河北省蔬菜产销业的健康发展,是惠农利民的优先选择。通过文献资料及河北省蔬菜直销现状,总结出几种主要的直销模式,分别为农超对接模式、农社对接模式及网络直销模式,同时为适应河北省当前发展新形势,着重分析了蔬菜新型直销模式,从政策鼓励、配套基础设施较为完善和居民购买意愿强烈三方面对新模式进行了有利发展环境分析,并总结出新型直销模式将走产品质量高端化、服务对象区域化、配送业务人性化及客户体验生活化的发展道路。通过对河北省蔬菜直销模式的研究发现其在发展过程中存在合作社组织化程度低,经营能力有限;缺乏专业技术人才,菜农电商意识不高;蔬菜质量参差不齐,缺少优秀品牌;冷链物流基础薄弱,配送体系不完善等问题。论文最后为推进新型蔬菜直销模式发展提出做好精细化经营、提高蔬菜产品质量、重视配送的高效性、多营销渠道共同推广、完善售后服务的对策。
[Abstract]:Vegetable is an indispensable commodity on the dining table, and the country is also paying close attention to the problem of "vegetable basket". Hebei Province is a big province of vegetable production in China, and the vegetable production is increasing year by year. But still often appear the phenomenon of soaring prices, what is the cause of this? It is found that the traditional circulation process of vegetables in Hebei Province has many problems, such as too long chain, complicated links, information blocking, high circulation cost and so on, and encouraging the development of vegetable direct marketing model can effectively solve the problem of many circulation links. Information asymmetry and other problems can promote the development of agriculture in Hebei Province, but also improve the income of farmers. The purpose of this study is to study the existing vegetable sales model in Hebei Province. It focuses on the integration of leisure agricultural tourism and O2O mode into vegetable retail, a new direct selling mode which is suitable for the contemporary consumption characteristics, which is carried out simultaneously under the line and under the line. Finally, this paper summarizes the problems existing in the development of vegetable direct marketing model, and puts forward some countermeasures to stabilize the "vegetable basket" in the hands of residents. In recent years, Hebei Province has paid more attention to the construction of vegetable direct marketing model. Through reading the relevant literature and reports, combining with the domestic and foreign research results and relevant experience, this paper analyzes the traditional and direct selling patterns in vegetable flow system in Hebei Province. After the comparative analysis of the two models, it is found that the direct selling model has the advantages of less links and strong stability, and the development of the vegetable direct marketing model is conducive to the healthy development of vegetable production and marketing industry in Hebei Province. Through the literature data and the current situation of vegetable direct marketing in Hebei Province, several main direct selling modes are summarized, which are the agricultural super docking mode, the agricultural society docking mode and the network direct selling mode. At the same time, in order to adapt to the new development situation of Hebei Province, this paper analyzes the new direct selling pattern of vegetables and encourages it from the policy. The paper analyzes the favorable development environment of the new model from the three aspects of perfect supporting infrastructure and strong willingness to buy, and concludes that the new direct selling mode will take the high-end product quality and the regionalization of service objects. Through the research on the direct selling pattern of vegetable in Hebei Province, it is found that the cooperative organization degree is low and the management ability is limited in the process of development. Lack of professional and technical personnel, vegetable farmers awareness of e-commerce is not high; Vegetable quality is uneven, lack of excellent brand; The cold chain logistics foundation is weak, the distribution system is not perfect and so on. Finally, in order to promote the development of the new vegetable direct marketing model, the paper proposes to do a good job of fine management, improve the quality of vegetable products, and attach importance to the efficiency of distribution. Multi-marketing channels to promote, improve after-sales service countermeasures.
【学位授予单位】：河北农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F326.6

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