合肥市鲜活农产品直供直销电子商务发展研究

发布时间：2018-09-10 21:45

【摘要】：鲜活农产品作为日常消耗必需品,具有产量大需求量大的特点。详细介绍合肥市目前三种常见的鲜活农产品流通现状,按照流通主体的分类,可将鲜活农产品的流通主要分成三种,以农户为主导的自产自销、以批发市场为主导的流通渠道、以农超对接为主导的流通渠道。分析合肥市电子商务发展现状,电子商务发展初具规模,信息化基础设施逐渐完善,冷链物流技术水平低。进而分析合肥市鲜活农产品流通存在哪些问题。合肥市鲜活农产品流通中间环节过多;鲜活农产品自身特殊性,流通过程中耗损高;由于农户产销具有分散性、经销商组织性差导致鲜活农产品流通组织性较差;鲜活农产品加工水平低表现在现代保鲜技术低下、缺乏专业性人才、鲜活农产品的源头混乱三个方面;农业科技发展跟不上、运输工具落后的因素导致鲜活农产品存在滞销的风险。合肥市直供直销电子商务模式发展的SWOT分析。从直供直销的的竞争优势,直供直销的竞争劣势,外部机会和威胁四个角度分析具体阐述。竞争优势是模式本身的优点,省去中间环节鲜活度高,农产品质量安全可追溯,小农户与大市场相对接;竞争劣势从四个方面阐述,价格高配送范围有限,专业人才需求量大,全产业链经营难度大;机遇和威胁侧重于写外部的政治、经济、社会因素带来的影响。以合肥市“小蚂蚁”菜园子为经典案例进行分析。运行机制的研究,从选择的原则,直供直销的模式,会员制,风险防范机制,四个方面进行介绍。进一步分析“小蚂蚁”产业链的建立,从上游种植环节、中又分配环节到下游销售环节具体阐述直销电子商务。以及“小蚂蚁”菜园子的优势所在。提出促进合肥市鲜活农产品直销电子商务营销模式发展的对策建议。针对合肥市目前存在的问题并结合其他电子商务模式的经验借鉴,提出相应的经验启示:加强基础设施建设,增强农民电子商务意识;加快土地流转发展适度规模经营;加强鲜活农产品品牌化建设;建立产销对接机制;完善农产品质量安全追溯体系;培养和引进农业技术型人才;加大政府帮扶力度。
[Abstract]:Fresh agricultural products, as daily necessities of consumption, have the characteristics of large output and large demand. This paper introduces in detail the current circulation situation of three kinds of common fresh agricultural products in Hefei. According to the classification of the main circulation bodies, the circulation of fresh agricultural products can be divided into three main types, the self-production and self-sale dominated by farmers and the circulation channel dominated by the wholesale market. This paper analyzes the current situation of Hefei's e-commerce development, the initial scale of e-commerce development, the gradual improvement of information infrastructure, and the low level of cold chain logistics technology. Because of the particularity of the products themselves, the consumption is high in the circulation process; because of the decentralization of farmer production and marketing, the poor organization of distributors leads to the poor organization of the circulation of fresh agricultural products; the low level of fresh agricultural products processing is manifested in three aspects: low modern preservation technology, lack of professional personnel, and the confusion of the source of fresh agricultural products; the development of agricultural science and technology can not keep up with. SWOT Analysis on the Development of E-commerce Model of Direct Supply and Direct Selling in Hefei High freshness, traceable quality and safety of agricultural products, small farmers and large markets; competitive disadvantages from four aspects, high price distribution range is limited, professional talent demand is large, the whole industry chain management is difficult; opportunities and threats focus on external political, economic and social factors. The garden is a classic case study. The operation mechanism is introduced from four aspects: selection principle, direct supply and direct sale mode, membership system, risk prevention mechanism. Further analysis is made on the establishment of the "ant" industry chain. The direct sale e-commerce is expounded concretely from the upstream planting link, the distribution link to the downstream sales link. This paper puts forward some countermeasures and suggestions to promote the development of E-commerce marketing model for direct selling of fresh agricultural products in Hefei. Accelerate the transfer of land to develop appropriate scale of operation; strengthen the brand construction of fresh agricultural products; establish production and marketing docking mechanism; improve the traceability system of agricultural product quality and safety; train and introduce agricultural technical personnel; increase government support.
【学位授予单位】：安徽农业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7;F724.6

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