生鲜切配菜企业KKX公司电子商务平台的构建

发布时间：2018-07-03 12:53

本文选题：生鲜切配菜 + 生鲜切配菜企业　；参考：《上海外国语大学》2014年硕士论文

【摘要】：电子商务在日趋成熟技术的支撑下已然成为了一种全新的营销渠道。生鲜切配菜企业尽管一直属于传统制造业，一直延用传统的方式进行生产和营销，但网络技术的发展已经使得互联网逐渐转变成为生鲜切配菜企业与消费者之间进行沟通和信息传递甚至交易时不可缺少的重要媒介,着手搭建电子商务平台早已成了诸多生鲜切配菜企业的必选的营销手段。在这种形势下，，本文作者作为一个生鲜切配菜企业的创业者，正面临企业在运营时如何搭建生鲜切配菜企业的电子商务平台的现实问题，如何利用这一平来来帮助企业开拓新的销售渠道，成为急于想要解决的问题，同时也是正好是本文写作的目的，希望通过撰写本论文，将理论与实践相结合，即总结了学习到的理论，也为实践操作探索一个更加合理的路径。首先，本文对中国生鲜切配菜的代表性企业搭建电子商务平台的整体现状进行调研分析，并且针对生鲜切配菜的商品特殊性，总结出生鲜切配菜企业想要架设电子商务平台可能受到的各种影响因素，并且对制约其发展的条件和因素进行研究与探索，总结出了如应对诚信问题、支付问题、冷链物流配送问题以及从线上到线下的售后服务问题方面的对策和方案；接着，本文分别在搭建电子商务平台的方式及渠道选择等方面进行了分析，归纳出生鲜切配菜企业在建设电商平台的实践中取得的经验以及不足，并且提出直接与间接两种建设电商平台的建议，然后进一步对比了传统渠道和电子商务销售渠道并进行分析，得出了整合线上渠道和线下渠道发展的各种相应的对策；最后从某公司的实际案例入手，进行了策划与构建企业的电子商务平台的实际操作实践，分析案例的共性和个性因素，并在此过程中分析不足并进行了修正。
[Abstract]:E-commerce has become a new marketing channel under the support of mature technology. Although fresh cut vegetable enterprises have always been in the traditional manufacturing industry, they have been using the traditional way of production and marketing. However, with the development of network technology, the Internet has gradually turned into an indispensable medium for communication, information transmission and even transaction between fresh cut vegetable enterprises and consumers. Setting up an e-commerce platform has already become a must-choose marketing method for many fresh-cut vegetable enterprises. In this situation, the author of this paper, as an entrepreneur of fresh cut vegetable enterprises, is facing the practical problem of how to set up the e-commerce platform of fresh cut vegetable enterprises in operation. How to use this balance to help enterprises open up new sales channels has become a problem eager to be solved, and it is also the purpose of this paper. We hope to combine theory with practice by writing this paper. It summarizes the learning theory and explores a more reasonable path for practical operation. First of all, this paper investigates and analyzes the overall situation of the representative enterprises in China to set up electronic commerce platform, and aims at the commodity particularity of fresh cut vegetables. This paper summarizes all kinds of factors that may affect the establishment of e-commerce platform in fresh cut vegetable enterprises, studies and explores the conditions and factors restricting its development, and concludes that the problems of honesty and payment should be dealt with. The cold chain logistics distribution problem and the after-sales service problem from online to offline countermeasures and solutions; then, this paper respectively in the establishment of e-commerce platform and channel selection and other aspects of the analysis, This paper summarizes the experience and deficiency of the construction of e-commerce platform in fresh cut vegetable enterprises, and puts forward the suggestions of direct and indirect construction of e-commerce platform. Then compared with the traditional channels and e-commerce sales channels and analysis, the integration of online channels and offline channel development of various corresponding countermeasures; finally, starting from a company's actual case, The practical practice of planning and constructing the electronic commerce platform of enterprises is carried out, and the commonness and individual factors of the cases are analyzed, and the deficiencies are analyzed and corrected in the process.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F326.5

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