电子商务在肥城市桃产品流通领域的应用研究

发布时间：2018-05-09 17:20

本文选题：电子商务 + 桃产品流通　；参考：《山东农业大学》2016年硕士论文

【摘要】：进入二十一世纪以来,电子商务不但是在商业领域,而且渗入到了人们日常生活中,成为生活中必不可分的组成部分。肥城肥桃作为肥城市品牌特色农产品,文章借助于研究肥城市特色农产品电子商务建设和肥城桃产品营销发展相互结合,研究肥城市桃特色农产品电子商务的探讨。论文首先从政策环境、技术环境、文化环境、物流环境方面对肥城市发展特色农产品电子商务的可行性进行了研究,然后对肥城市电子商务科技园的农产品企业及西尚村经营网店的农户进行问卷调查,对肥城市政府相关部门进行关键信息人物进行调查和座谈,通过统计数据,进行分析肥城市电子商务科技园的企业与西尚村经营网店的农户之间的发展矛盾问题,实行定点问卷调查和深度访谈,调查样本为肥城市电子商务园10家具有代表性桃产品生产企业和西尚村经营桃产品电子商务的30户代表性农户,通过调查问卷,统计分析企业和农户在应用电子商务销售特色农产品时发生的问题。创造性的从桃产品电子交易主体,分析桃产品企业在营销思维、营销技术、营销模式、营销人才等方面发展电子商务存在的不足,桃生产农户在文化程度、存储技术、网络知识、网店技术等放卖弄存在的欠缺,指出肥城市政府应该在网站建设、基础设施配套、集中规模化、物流配送、第三方牵头等方面进行引导和实施等。政府在肥城市桃农产品电子商务发展过程中起着主导和引导的作用,应在加大肥桃集散地基础建设、培养桃农和桃企业电子商务意识、电子商务思维模式引导、打造电子商务交易平台和产业链方面发挥政府部门的职能。桃电子商务企业不断深挖肥桃特色产品质量问题、主体企业化、创建移动电子商务平台、推行同城团购业务、加强桃企业人力资源培训、提供个性化服务、提供线下实体店服务。
[Abstract]:Since the 21 century, electronic commerce is not only in the field of business, but also infiltrated into people's daily life, become an indispensable part of life. As the brand characteristic agricultural products of Feicheng City, the article studies the E-commerce of characteristic agricultural products in Feicheng City and the marketing development of peach products in Feicheng City by means of studying the combination of E-commerce construction of characteristic agricultural products in Feicheng City and the marketing development of Peach products in Feicheng City. Firstly, the paper studies the feasibility of developing characteristic agricultural products e-commerce in Feicheng City from the aspects of policy environment, technology environment, culture environment and logistics environment. Then the agricultural products enterprises of Fecheng Electronic Commerce Science Park and the farmers who run online shops in Xishang Village were investigated by questionnaire, and the key information figures of the relevant departments of Feicheng Municipal Government were investigated and discussed, and through the statistical data, This paper analyzes the development contradictions between enterprises in Feicheng E-Commerce Science Park and farmers who operate online shops in Xishang Village, and carries out fixed-point questionnaire surveys and in-depth interviews. A sample of 10 representative peach production enterprises and 30 representative peasant households operating in Xishang Village were investigated in Feicheng E-commerce Park. Statistical analysis of enterprises and farmers in the application of e-commerce sales of characteristic agricultural products occurred. Creatively from the peach product electronic transaction main body, analyzes the peach product enterprise in the marketing thought, the marketing technology, the marketing pattern, the marketing talented person and so on aspect development electronic commerce existence insufficiency, the peach production farmer in the education level, the storage technology, This paper points out that Feicheng municipal government should guide and implement the website construction, infrastructure matching, centralized scale, logistics distribution, third party leading and so on. The government plays a leading and leading role in the development of e-commerce of peach agricultural products in Feicheng City. It should strengthen the infrastructure construction of the distribution center of peach, cultivate the awareness of e-commerce of peach farmers and peach enterprises, and guide the thinking mode of electronic commerce. Create e-commerce trading platform and industrial chain to play the role of government departments. Peach e-commerce enterprises continue to dig deep into the quality of fat peach products, become enterprises, establish mobile electronic commerce platform, promote group purchase business in the same city, strengthen human resource training of peach enterprises, and provide personalized services. Provide offline physical store service.
【学位授予单位】：山东农业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F326.6

【参考文献】