山西省农村电子商务发展模式及对策研究

发布时间：2018-03-25 04:23

本文选题：农村电商　切入点：山西　出处：《山西大学》2017年硕士论文

【摘要】：近年来,随着“互联网+”逐渐与各行各业的深度融合,互联网快速向农村扎根。电子商务作为互联网的高度运用,依靠互联网的不断延伸,开始驰骋农村这片蓝海。中国电子商务研究中心《2015年度中国电子商务市场数据监测报告》显示,2015年农村网购市场规模达3530亿元,同比增长94.3%[1]。《中国互联网络发展状况统计报告(2015)》显示,截至2015年12月,我国农村网民达1.95亿,占网民总数的28.4%,增幅9.5%,增长速度是城镇网民的2倍[2]。电商企业开始在农村开拓新业务,据阿里研究院发布的《2015年中国淘宝村研究报告》显示,2015年全国淘宝村数发展到780个,同比增长268%[3]。京东专注于破解农村居民网络购物难、产品销售难和网络借款难的问题,提出电商进农村“3F”战略。苏宁易购致力于打造线上线下双线融合直营店,集购物、体验、物流、售后、金融、管理中心于一体,以虚拟+实物结合展示提供商品体验。地方农村电商平台立足区域优势纷纷成立并发展壮大,如山西乐村淘以现有村镇小卖铺为突破点,打造升级成线下体验店;贡天下专注于线上特产网,开设地方特色馆。农村电子商务的发展看似如火如荼,但属于电商开拓领域,其发展区别于已成型的电子商务。当前涉足农村电子商务的电商企业多达3.1万家,模式繁杂,与农村发展电商环境能否有效契合,需要进行系统梳理和研究。本文以现状和问题为导向研究对策,在认真研究国内外整体发展状态的基础上,深入分析山西省农村电子商务发展现状及存在的电子商务模式,对多种模式进行归纳研析和对比分析,提出山西推进农村电子商务存在的问题,在结合分析山西推进农村电商有利环境条件的基础上,构建出适用于山西电子商务进农村的融合电商模式,进一步提出山西在推行融合模式应着重加强的环节。
[Abstract]:In recent years, with the deep integration of "Internet" and various industries, the Internet is rapidly taking root in rural areas. E-commerce, as a highly used Internet, relies on the continuous extension of the Internet. The China E-Commerce Research Center reported the data of China's e-commerce market in 2015. The scale of the rural online shopping market reached 353 billion yuan in 2015, according to the China E-Commerce Research Center. According to the Statistical report on the Development of China's Internet Network, the number of rural Internet users in China reached 195 million by December 2015. Accounting for 28.4% of the total number of Internet users, the growth rate is 9.5%, and the growth rate is twice that of urban netizens [2] .E-commerce enterprises have begun to develop new businesses in rural areas. According to the "China Taobao Village Research report 2015" released by the Ali Research Institute, the number of Taobao villages in the whole country grew to 780 in 2015. JingDong focused on solving the problems of rural residents' online shopping difficulties, product sales difficulties and network borrowing difficulties, and put forward the "3F" strategy of ecommerce entering rural areas. Logistics, after-sales, finance, management center in one, with virtual physical display to provide a commodity experience. Local rural e-commerce platform based on regional advantages have been established and developed, such as Shanxi Province Le Village Amoy with the existing small shops as a breakthrough. Create and upgrade the offline experience shop; Gongworld focuses on the online specialty network and opens local specialty pavilions. The development of rural e-commerce seems to be in full swing, but it belongs to the field of e-commerce development. Its development is different from the formed e-commerce. At present, there are 31000 e-commerce enterprises involved in rural electronic commerce, and the models are complicated, and can it fit effectively with the e-business environment of rural development. In this paper, based on the current situation and problems as the research countermeasures, on the basis of serious study of the overall development of domestic and foreign status, in-depth analysis of rural e-commerce development in Shanxi Province and the existing e-commerce model, On the basis of summarizing, analyzing and contrasting various models, this paper points out the problems existing in promoting rural electronic commerce in Shanxi Province, and on the basis of analyzing the favorable environmental conditions of promoting rural e-commerce in Shanxi Province, This paper sets up a fusion e-commerce model suitable for the rural areas of Shanxi Province, and further points out that Shanxi should pay more attention to the strengthening of the integration mode in the implementation of the integration model.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F327

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