黄陂区农产品电子商务发展策略研究

发布时间：2018-03-22 06:32

本文选题：农产品　切入点：电子商务　出处：《华中师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：伴随着互联网技术的高速发展和服务经济的全球扩张,电子商务近年来迅速发展,作为新的先进的生产力,电子商务正以其无比强大的生命力推动着人类历史朝着新的道路前进,其前景充满了朝气和阳光,各个行业对发展电子商务的呼声日益高昂,作为民生基础的农业自然也不例外,农产品电子商务被称为“互联网+”时代下的最后一片蓝海。黄陂区是武汉市面积最大、自然生态环境最好的城区,也是农业人口大区,发展农业十分具有优势,可是由于存在分散式的生产结构、小规模的种植、以及农民对市场信息不能及时的了解,传统农产品销售渠道过窄等问题,常常出现农产品大丰收但是卖不出去只能任其坏掉或者农户以极低的价格售出农产品,辛苦了很久却赚不到钱的情形。严重制约了黄陂区农业现代化的发展。本文立足于黄陂区农业生产实际,通过实证研究、文献查询、定量分析、个人调查、综合分析等方法对黄陂区发展农产品电子商务进行研究。论文首先交代选题研究的背景和意义,向读者描述发展农产品电子商务的重要性,希望能形成大家的广泛的共识。第二章论述了电子商务的基本概念和模式以及农产品电子商务的含义、要素、特点等。提出了农产品电子商务对实现农业信息共享,消除信息隔阂,创新农产品营销方式、拓宽销售渠道,降低交易成本,促进农业现代化等方面的意义。第三章通过广泛的调查,实地的调研、获取第一手的数据资料,从黄陂区农产品电子商务的信息基础设施、物流、网络支付、农产品电子商务应用现状、现有农产品电子商务模式等多个方面对黄陂区农产品电商的现状作出了比较详细的分析。并从中找出黄陂区发展农产品电子商务中存在的一些问题,包括政府推动力不足,发展农产品电子商务所需的基础设施建设较差,农村物流配送还不够成熟,农民信息意识较差,网络支付体系不够健全、农业标准一体化建设和品牌化建设落后等问题。第四章介绍了目前国内农产品电商发展的基本模式,如遂昌模式、货通天下产业联盟模式、成县模式、通榆模式等,通过借鉴这些模式并根据黄陂区自身特点提出了适合黄陂区农产品电商的两种发展模式:“O2O+订单预售+基地直供”和“政府+农户+合作社+公司”模式。最后从政府、企业、农户个体三个角度提出解决这些问题的对策和方案,希望通过这些策略为推进黄陂区农产品电子商务发展做出贡献。
[Abstract]:With the rapid development of Internet technology and the global expansion of service economy, E-commerce has developed rapidly in recent years, as a new advanced productivity. Electronic commerce is pushing human history forward to a new road with its incomparable vitality, and its prospects are full of vitality and sunshine. The voice of various industries for the development of electronic commerce is increasingly high. Agricultural nature, as the foundation of people's livelihood, is no exception. Agricultural e-commerce is known as the last piece of blue sea in the "Internet" era. Huangpi District is the largest urban area and the best natural ecological environment in Wuhan, as well as a large agricultural population area. The development of agriculture has great advantages, but due to the existence of decentralized production structure, small-scale planting, farmers' lack of timely understanding of market information, and the narrow distribution channels for traditional agricultural products, There is often a bumper harvest of agricultural products that cannot be sold but can only be destroyed or farmers sell their produce at very low prices. This article is based on the actual situation of agricultural production in Huangpi District, through empirical research, literature inquiry, quantitative analysis, personal investigation. Comprehensive analysis and other methods are used to study the development of e-commerce for agricultural products in Huangpi District. First of all, the background and significance of the research are explained, and the importance of developing e-commerce of agricultural products is described to the readers. In the second chapter, we discuss the basic concept and mode of E-commerce, the meaning, elements and characteristics of E-commerce of agricultural products, and propose that E-commerce of agricultural products can realize the sharing of agricultural information. The significance of eliminating information gap, innovating marketing methods of agricultural products, broadening marketing channels, reducing transaction costs, promoting agricultural modernization, etc. Chapter 3 obtains first-hand data through extensive investigation, field investigation, and so on. From the information infrastructure, logistics, network payment, and current situation of agricultural e-commerce application in Huangpi District, In this paper, the current situation of agricultural products e-commerce in Huangpi district is analyzed in detail from many aspects, such as the current mode of agricultural products electronic commerce, and some problems existing in the development of agricultural products electronic commerce in Huangpi District are found out, including the lack of government impetus. The infrastructure needed for the development of e-commerce for agricultural products is poor, the logistics distribution in rural areas is not mature, the farmers' awareness of information is poor, and the network payment system is not perfect enough. The fourth chapter introduces the basic models of the development of domestic agricultural products e-commerce, such as Suichang model, international industrial alliance model, Chengxian model, Tongyu model, etc. By using these models for reference and according to the characteristics of Huangpi District, this paper puts forward two kinds of development models for agricultural products e-commerce in Huangpi District: "direct supply of O _ 2O order pre-sale base" and "government farmer cooperative company". This paper puts forward the countermeasures and schemes to solve these problems from three angles of individual farmers, hoping to contribute to the development of agricultural e-commerce in Huangpi District through these strategies.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7;F724.6

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