基于农民需求视角的中国农村电子商务发展问题研究

发布时间：2018-08-03 19:23

【摘要】：电子商务伴随着互联网技术的兴起于20世纪90年代开始悄然席卷了整个世界。然而在中国境内,传统行业也受到了巨大冲击,在这种新型商业形态的浸染之下,出现了“无商不电”的新势头。近几年,城市电商市场日趋饱和,电商开始向农村加速渗透。在这场愈刮愈热的电商风潮中,上到总理,下到普通农民,都将目光投入到电商这个致富之道上。但在农村电商的发展过程中的很多问题都需要通过国策驱动,长期的投入与用户习惯的培养才能解决,可以说农村电商的起航仍需要时间。本文从基础性研究,实地调研,农村电商目前遇到的问题以及针对问题的对策建议这四个方面来对现今农村电子商务发展的状况进行了综述分析,并且将农民的需求作为研究的视角。其中,通过对A镇的走访调查,了解到农民对现今农村电商的需要和要求,从调查数据归纳分析发现:现阶段农村电商发展遇到的困难主要来自于道路、物流等基础建设不完善,缺乏专业的电商经营管理人才和操作技巧,产品问题以及政府帮扶力度不够,农民自身的消费观念没有跟上,缺乏经济实力和消费习惯普遍落后等等。最后,从农民自身、政府层面、产品品质、农村信息社会软环境等方面提出了一系列的可行的解决方法来推进农村电商发展,从而促进农民增收,改善农民的生活。
[Abstract]:E-commerce along with the rise of Internet technology began to sweep the whole world quietly in the 1990's. However, in China, the traditional industry has also suffered a huge impact, in the new commercial form, there is a new momentum of "no business, no electricity". In recent years, the urban e-commerce market is increasingly saturated, e-commerce began to accelerate the penetration of rural areas. In this growing wave of ecommerce, the prime minister, down to the ordinary farmers, are focusing on e-commerce as a way to get rich. However, many problems in the development of rural e-commerce need to be driven by the national policy, long-term investment and the cultivation of user habits can be solved, it can be said that the departure of rural e-commerce still needs time. This paper summarizes and analyzes the current situation of rural e-commerce development from four aspects: basic research, field research, current problems encountered by rural e-commerce and countermeasures and suggestions for the problems. And the needs of farmers as a research perspective. Among them, through the investigation of A town, we can find out the needs and requirements of farmers to the current rural e-commerce, and find out from the survey data that the difficulties encountered in the current development of rural e-commerce mainly come from the road. Logistics and other infrastructure is not perfect, lack of professional e-commerce management personnel and operational skills, product problems and government support is not enough, farmers' own consumption concept has not kept up with, the lack of economic strength and consumption habits are generally backward and so on. Finally, from the farmers themselves, government level, product quality, rural information society soft environment and other aspects of a series of feasible solutions to promote the development of rural e-commerce, so as to promote farmers' income and improve their lives.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6

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