临安市农村电子商务发展研究
发布时间：2018-11-14 20:00
【摘要】：作为新一代信息技术与传统三农问题相结合的产物,农村电子商务对于农业转型升级、农村繁荣进步、农民持续增收都具有重要意义。本文通过实地调查和问卷调查,采用比较研究、案例分析等研究方法,研究了临安市农村电子商务的发展历程、现状与成效、存在问题,在此基础上提出对策建议。主要研究结论如下:1、临安农村电子商务发展历程大致可以分为草根自发、政府推动和战略发展等三个阶段。“草根自发”阶段,主要靠市场引导、村民自发、效仿发展。政府推动阶段,政府积极介入,出台多项扶持政策。战略推动阶段,政府从经济社会发展全局认识农村电子商务发展的意义,并进行战略定位,实施重点推进。2、临安市农村电子商务的发展,是地理区位、产业基础、电商平台、创业带头人、社会网络、政府政策等多方面因素共同作用的结果。这个“六位一体”分析框架也是本文问题分析以及提出对策建议的基本参照系。3、临安市农村电子商务产业规模较大,2016年网销额达到30亿元,产品结构以坚果炒货为主,电商平台以淘宝网为主,配套设施日趋完善;具备了初步的品牌效应,涌现出22个淘宝村和6个淘宝镇,培养了一批农村电商人才,增加广大农民收入。4、临安市农村电子商务发展,存在季节性波动、网店规模不大、同质化竞争激烈、专业人才缺乏、网店信誉等级不高等多方面的问题,主要原因在于农村电商集聚区地理区位较偏、产品结构单一、缺乏龙头企业带动、电商生态系统尚不成熟,等等。5、加快临安市电子商务要发展,建议从加快交通建设、丰富产品结构、壮大龙头企业、对接平台战略、完善电商生态、打造特色小镇等方面着力。
[Abstract]:As a result of the combination of the new generation of information technology and the traditional "three rural issues", rural electronic commerce is of great significance to the transformation and upgrading of agriculture, the prosperity and progress of rural areas, and the sustained increase of farmers' income. In this paper, through field investigation and questionnaire investigation, comparative study, case study and other research methods, this paper studies the development course, present situation and effect of rural electronic commerce in Linan, and puts forward countermeasures and suggestions on this basis. The main conclusions are as follows: 1. The development of rural e-commerce in Linan can be divided into three stages: spontaneous grass roots, government promotion and strategic development. "Grass root spontaneous" stage, mainly rely on market guidance, villagers spontaneous, imitating development. The government promotes the stage, the government actively intervenes, promulgates many support policies. At the stage of strategic promotion, the government understands the significance of rural e-commerce development from the overall situation of economic and social development, and carries out strategic positioning and key promotion. 2. The development of rural e-commerce in Linan is the geographical location and industrial basis. Ecommerce platform, entrepreneurial leader, social network, government policy and other factors. This "six in one" analysis framework is also the basic reference frame for the analysis of problems in this paper and the suggestions for countermeasures. 3. The scale of rural e-commerce industry in Linan City is large, with the net sales volume reaching 3 billion yuan in 2016, and the product structure is dominated by nuts and fried seeds. Electronic commerce platform to Taobao, supporting facilities are becoming more and more perfect; With the initial brand effect, 22 Taobao villages and 6 Taobao towns have emerged, and a number of rural electric merchants have been trained to increase the income of the vast number of farmers. 4. The development of e-commerce in rural areas in Lin'an has seasonal fluctuations, and the scale of online shops is not large. Many problems, such as the fierce competition of homogeneity, the lack of professional talents and the low reputation grade of online shops, are mainly due to the fact that the rural ecommerce agglomeration area is relatively geographically located, with a single product structure and a lack of leading enterprises. E-commerce ecosystem is not yet mature, etc. 5. To accelerate the development of electronic commerce in Linan city, it is suggested to speed up traffic construction, enrich product structure, strengthen leading enterprises, docking platform strategy, and perfect ecommerce ecology, Build a special town and other aspects of effort.
【学位授予单位】：浙江农林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6
[Abstract]:As a result of the combination of the new generation of information technology and the traditional "three rural issues", rural electronic commerce is of great significance to the transformation and upgrading of agriculture, the prosperity and progress of rural areas, and the sustained increase of farmers' income. In this paper, through field investigation and questionnaire investigation, comparative study, case study and other research methods, this paper studies the development course, present situation and effect of rural electronic commerce in Linan, and puts forward countermeasures and suggestions on this basis. The main conclusions are as follows: 1. The development of rural e-commerce in Linan can be divided into three stages: spontaneous grass roots, government promotion and strategic development. "Grass root spontaneous" stage, mainly rely on market guidance, villagers spontaneous, imitating development. The government promotes the stage, the government actively intervenes, promulgates many support policies. At the stage of strategic promotion, the government understands the significance of rural e-commerce development from the overall situation of economic and social development, and carries out strategic positioning and key promotion. 2. The development of rural e-commerce in Linan is the geographical location and industrial basis. Ecommerce platform, entrepreneurial leader, social network, government policy and other factors. This "six in one" analysis framework is also the basic reference frame for the analysis of problems in this paper and the suggestions for countermeasures. 3. The scale of rural e-commerce industry in Linan City is large, with the net sales volume reaching 3 billion yuan in 2016, and the product structure is dominated by nuts and fried seeds. Electronic commerce platform to Taobao, supporting facilities are becoming more and more perfect; With the initial brand effect, 22 Taobao villages and 6 Taobao towns have emerged, and a number of rural electric merchants have been trained to increase the income of the vast number of farmers. 4. The development of e-commerce in rural areas in Lin'an has seasonal fluctuations, and the scale of online shops is not large. Many problems, such as the fierce competition of homogeneity, the lack of professional talents and the low reputation grade of online shops, are mainly due to the fact that the rural ecommerce agglomeration area is relatively geographically located, with a single product structure and a lack of leading enterprises. E-commerce ecosystem is not yet mature, etc. 5. To accelerate the development of electronic commerce in Linan city, it is suggested to speed up traffic construction, enrich product structure, strengthen leading enterprises, docking platform strategy, and perfect ecommerce ecology, Build a special town and other aspects of effort.
【学位授予单位】：浙江农林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6
【参考文献】
相关期刊论文 前10条
1 李雯琦;王R，
本文编号：2332148
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