温州市桥下镇教玩具产业电子商务发展策略研究

发布时间：2018-03-27 21:11

本文选题：电子商务　切入点：教玩具　出处：《江西农业大学》2017年硕士论文

【摘要】：桥下教玩具产业创始于上世纪70年代,经过80年代的发展阶段和90年代的成熟阶段。教玩具产业已成为永嘉县的支柱产业之一,桥下成为温州市12个大商品生产基地的其中一个,全省惟一一个教玩具生产专业化市场。这里聚集了480余家教玩具生产厂家,产品的品种门类多达10000多种,其产量近乎占到了全国教玩具市场的60%,并有接近30%的教玩具产品出口欧美、澳大利亚、东南亚、中东等国家地区。温州市永嘉县桥下镇已经成为名副其实的“中国教玩具之都”,时代进步,电子商务发展,教玩具产业电子商务策略研究在此时凸显了更加的举足轻重。本文从选题的背景、目的、意义联系县域经济发展需要的产业转型升级的支持、电子商务策略的市场战略地位,对温州市永嘉县桥下镇教玩具产业发展及教玩具产业电子商务发展进行了研究。采用了案例研究法、信息理论研究法、行动研究法,研究分析桥下镇之所以成为温州市首个淘宝镇的原因并找出其中的奥妙,发现规律;追踪桥下镇电商淘宝发展的成功之路,研究政府在该过程中所发挥的能动作用;并在课题研究结论的基础上,回归实践,从而指导促进桥下镇电子商务的良性可持续发展;然后发现桥下镇教玩具产业电子商务化发展中存在的弱点与困难;最后撰写相关论文与调研报告等材料,希望能帮助该产业进行改良进步。
[Abstract]:The Toy Industry of Qiaoxia was founded in the 1970s. It has become one of the pillar industries in Yongjia County after the stage of development in the 1980s and the mature stage in the 1990s. Qiaoxia has become one of the 12 major commodity production bases in Wenzhou, and the only specialized market for teaching toy production in the province. Its output nearly accounts for 60% of the national educational toy market, and nearly 30% of the teaching toy products are exported to Europe and the United States, Australia, Southeast Asia, The Middle East and other countries and regions. Qiaoxia Town, Yongjia County, Wenzhou City, has become a veritable "city of teaching toys in China." the times have progressed and e-commerce has developed. The research on E-commerce strategy of teaching toy industry has become more important at this time. This paper focuses on the background, purpose and significance of the topic, the support of industrial transformation and upgrading needed by the development of county economy, and the market strategic position of e-business strategy. This paper studies the development of educational toy industry and electronic commerce development of teaching toy industry in Qiaoxia Town, Yongjia County, Wenzhou City. Case study method, information theory research method, action research method are adopted. This paper analyzes the reason why Qiaoxia town became the first Taobao town in Wenzhou, finds out the mystery and finds out the law, tracks the successful way of Taobao development, and studies the active role of the government in this process. On the basis of the conclusion of the research, the author returns to practice to guide and promote the benign and sustainable development of E-commerce in Qiaoxia Town, and then finds the weakness and difficulty in the development of E-commerce in Qiaoxia Town Education Toy Industry. Finally, writing related papers and research reports, hoping to help the industry to improve and progress.
【学位授予单位】：江西农业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F426.8

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