海口农产品电子商务发展策略研究

发布时间：2018-02-13 21:44

本文关键词： 农产品电子商务策略研究　出处：《海南大学》2017年硕士论文　论文类型：学位论文

【摘要】：农产品电子商务是互联网经济高速发展的背景下农业供给侧改革的重要创新,对促进农产品进城,实施精准扶贫,增加农民收入,繁荣农村经济,推动新常态下农业转型升级意义重大。海口农产品电子商务起步较早,但是发展较为缓慢,各类电商模式发展程度参差不齐,品牌的晓喻度不高,对"三农"的带动作用有限,特别是针对海口农产品电子商务发展的文献研究尚属空白。因此,笔者选取海口农产品电子商务作为研究方向,进一步探清行业底数,了解问题原因,加强理论指导,促进加快发展。本文通过文献整理,阐述了发展农产品电子商务的必要性和可行性,归纳出当前海口农产品电子商务发展的三个阶段、发展现状、六种主要模式,并在此基础上,总结了制约农产品电子商务发展的五个因素,综合运用定性定量分析和问卷调查的办法,对五个因素与海口农产品电子商务的关系进行了验证,结合国内外农产品电子商务发展经验,从政府、企业、个体户的角度提出对策建议。通过研究,得出以下建议:1)农产品电子商务发展离不开政府的支持,支持的主要手段包括通过政策引导打造有利于电子商务发展的环境,健全电子商务网络服务和支撑体系,建设农产品电子商务配套服务集聚区,完善物流配送体系,培育农村电商人才等。2)企业是农产品电子商务发展的主体,贯穿着整个产业的发展始终,要想在激烈的市场竞争中脱颖而出,必须建立标准化的生产质量监督体系、实施品牌战略、建立冷链物流配送体系、创新电商营销模式等。3)农户和个体创业者是农产品电子商务的细胞和基础,要适应市场趋势,因地制宜,发挥优势,探索发展观光农业、入盟合作社和开发特色经营才能实现持久经营。
[Abstract]:The e-commerce of agricultural products is an important innovation of agricultural supply side reform in the context of the rapid development of Internet economy, to promote agricultural town, implement precise poverty, increase the income of farmers, rural economic prosperity, promote the transformation and upgrading of agriculture under the new norm of great significance. Haikou agricultural products e-commerce started earlier, but the development is relatively slow, all kinds of electronic business the degree of uneven development mode, brand of Xiao Yu is not high, the leading role of the "three rural" is limited, especially the literature research for e-commerce development in Haikou agricultural products is still blank. Therefore, the author selects the Haikou agricultural product electronic commerce as the research direction, study the industry base, to understand the cause of the problem, to strengthen the theoretical guidance to accelerate the development. This paper, through literature, expounds the necessity and feasibility of the development of e-commerce of agricultural products, summed up when the former Haikou agricultural electronic business The current situation of the development of three stages of business development, six major modes, and on this basis, summarizes the five factors restricting the development of e-commerce of agricultural products, comprehensive use of qualitative and quantitative analysis and questionnaire survey method, the relationship of the five factors and Haikou agricultural e-commerce is validated, combined with the domestic and foreign agricultural e-commerce product development experience, from the government, enterprises, puts forward countermeasures and suggestions to the self-employed perspective. Through the research, draw the following suggestions: 1) the development of e-commerce of agricultural products cannot do without the support of the government, including the main means of support through policy guidance to create conducive to the development of e-commerce environment, and improve e-commerce network service and support system the construction of agricultural products, e-commerce service area, improve the logistics distribution system, cultivate the rural electricity supplier personnel.2) enterprise is the main body of the development of e-commerce of agricultural products, through the The development of the industry has always been to talent shows itself in the fierce competition in the market, the production of quality supervision system must establish standard, the implementation of brand strategy, the establishment of cold chain logistics and distribution system, innovation of business marketing model.3) farmers and entrepreneurs are cells and agricultural products e-commerce, to adapt to the market trend. According to local conditions, give full play to the advantages, explore the development of sightseeing agriculture, development of cooperatives and the operating characteristics of accession in order to achieve lasting business.

【学位授予单位】：海南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7;F724.6

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