连州发展农村电商策略研究
发布时间：2018-11-25 16:26
【摘要】：在经济全球化飞速发展和信息全球化的今天,电子商务正以迅速和不可逆转的趋势,无时无刻不改变着我们的生活。农村电子商务作为现代电子商务的重要组成部分,是促进中国农村产业结构优化、实体经济繁荣、农民增收的有效途径。近年来,连州市人民政府在以信息化造福“三农”电子商务建设方面取得了很大成绩,连州市“京东”、“村淘”等村级服务站点共建成196个,2015年电子商务交易额达2200万元。但连州市农产品的品牌效应不显著,农村电商的经营管理资金、人才、管理等问题,连州市农村电商发展的外部环境到底如何?连州市农村电商发展的策略环境如何?应运用怎样的策略来促进连州市农村电商的发展?这些问题的解决,对连州市农村电商的发展有着重要的理论意义和实践意义,能为其他地区同行发展提供重要的参考。本文通过探究国内外农村电商的发展经验与启示,分析连州市农村电子商务的发展现状,具体分析连州市农村电商的宏观环境和发展策略环境,构建SWOT模型,并根据连州市农村电商发展的特定情况,提出相应的发展策略,以促进连州市农村电商的发展。研究的主要观点和结论:1.国内外农村电商发展的经验与启示是:建设信息基础设施是农村电商发展的基础;转变农民消费观念是农村电商发展的前提;完善物流体系是发展农村电商的关键;加强政策引导是农村电商发展的保障;培养电商人才是农村电商发展的动力。2.策略环境分析中,优势是对农村电商的重要性认识不断提升、农村电子商务的发展氛围浓厚、农产品丰富,特色凸显、物流平台建设全面铺开;劣势是经验不足,人才短缺、品牌缺失,资源分散、信息不对称,市场信息缺失、配套不完善,创业成本高;机遇是农村网民规模迅速增长、农村网购行为日渐成熟、农村电商市场前景广阔;威胁是基础设施不完备、扩张的电商平台使区域资源分散等。3.连州市农村电商发展的具体策略是推进农产品规模生产及标准化进程、完善农产品物流体系、以“农村淘宝”为抓手引领发展、整合利用其他方式推进发展和培养农村电子商务专业人才。
[Abstract]:With the rapid development of economic globalization and information globalization, electronic commerce is changing our life with the trend of rapid and irreversible. As an important part of modern electronic commerce, rural electronic commerce is an effective way to promote the optimization of rural industrial structure, the prosperity of real economy and the increase of farmers' income. In recent years, the Lianzhou Municipal people's Government has made great achievements in the construction of e-commerce for the benefit of "agriculture, countryside and farmers" with information technology. In Lianzhou City, "JingDong", "Village Amoy" and other village-level service stations have been built up to 196 service stations, and the volume of e-commerce transactions in 2015 amounted to 22 million yuan. However, the brand effect of agricultural products in Lianzhou City is not significant. What is the external environment for the development of rural ecommerce in Lianzhou City? What is the strategic environment for the development of rural ecommerce in Lianzhou City? What strategies should be used to promote the development of rural e-commerce in Lianzhou City? The solution of these problems has important theoretical and practical significance for the development of rural ecommerce in Lianzhou City, and can provide important reference for the development of counterparts in other regions. Through exploring the development experience and enlightenment of rural e-commerce at home and abroad, this paper analyzes the current development situation of rural e-commerce in Lianzhou City, analyzes the macro environment and development strategy environment of rural e-commerce in Lianzhou City, and constructs the SWOT model. In order to promote the development of rural ecommerce in Lianzhou City, the corresponding development strategies are put forward according to the specific situation of rural ecommerce development in Lianzhou City. The main points and conclusions of the study are as follows: 1. The experience and enlightenment of rural e-commerce development at home and abroad are as follows: building information infrastructure is the basis of rural e-commerce development, changing farmers' consumption concept is the premise of rural e-commerce development, perfecting logistics system is the key to develop rural e-commerce. Strengthening policy guidance is the guarantee of the development of rural ecommerce, and cultivating ecommerce is the motive force of rural ecommerce development. 2. In the analysis of strategic environment, the advantage is that the importance of rural e-commerce is constantly promoted, the development atmosphere of rural e-commerce is strong, the agricultural products are rich, the characteristics are prominent, and the construction of logistics platform is spread out in an all-round way. The disadvantages are lack of experience, shortage of talents, lack of brand, dispersion of resources, asymmetry of information, lack of market information, imperfect supporting system and high cost of starting a business. The opportunity is the rapid growth of the scale of rural Internet users, the increasingly mature behavior of rural online shopping, the broad prospect of rural e-commerce market, the threat of incomplete infrastructure, the expansion of e-commerce platform makes regional resources scattered, etc. 3. The specific strategy for the development of rural e-commerce in Lianzhou is to promote the large-scale production of agricultural products and the process of standardization, improve the logistics system of agricultural products, and take "rural Taobao" as the starting point to lead the development. Integration and use of other ways to promote the development and training of rural e-commerce professionals.
【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6
本文编号：2356744
[Abstract]:With the rapid development of economic globalization and information globalization, electronic commerce is changing our life with the trend of rapid and irreversible. As an important part of modern electronic commerce, rural electronic commerce is an effective way to promote the optimization of rural industrial structure, the prosperity of real economy and the increase of farmers' income. In recent years, the Lianzhou Municipal people's Government has made great achievements in the construction of e-commerce for the benefit of "agriculture, countryside and farmers" with information technology. In Lianzhou City, "JingDong", "Village Amoy" and other village-level service stations have been built up to 196 service stations, and the volume of e-commerce transactions in 2015 amounted to 22 million yuan. However, the brand effect of agricultural products in Lianzhou City is not significant. What is the external environment for the development of rural ecommerce in Lianzhou City? What is the strategic environment for the development of rural ecommerce in Lianzhou City? What strategies should be used to promote the development of rural e-commerce in Lianzhou City? The solution of these problems has important theoretical and practical significance for the development of rural ecommerce in Lianzhou City, and can provide important reference for the development of counterparts in other regions. Through exploring the development experience and enlightenment of rural e-commerce at home and abroad, this paper analyzes the current development situation of rural e-commerce in Lianzhou City, analyzes the macro environment and development strategy environment of rural e-commerce in Lianzhou City, and constructs the SWOT model. In order to promote the development of rural ecommerce in Lianzhou City, the corresponding development strategies are put forward according to the specific situation of rural ecommerce development in Lianzhou City. The main points and conclusions of the study are as follows: 1. The experience and enlightenment of rural e-commerce development at home and abroad are as follows: building information infrastructure is the basis of rural e-commerce development, changing farmers' consumption concept is the premise of rural e-commerce development, perfecting logistics system is the key to develop rural e-commerce. Strengthening policy guidance is the guarantee of the development of rural ecommerce, and cultivating ecommerce is the motive force of rural ecommerce development. 2. In the analysis of strategic environment, the advantage is that the importance of rural e-commerce is constantly promoted, the development atmosphere of rural e-commerce is strong, the agricultural products are rich, the characteristics are prominent, and the construction of logistics platform is spread out in an all-round way. The disadvantages are lack of experience, shortage of talents, lack of brand, dispersion of resources, asymmetry of information, lack of market information, imperfect supporting system and high cost of starting a business. The opportunity is the rapid growth of the scale of rural Internet users, the increasingly mature behavior of rural online shopping, the broad prospect of rural e-commerce market, the threat of incomplete infrastructure, the expansion of e-commerce platform makes regional resources scattered, etc. 3. The specific strategy for the development of rural e-commerce in Lianzhou is to promote the large-scale production of agricultural products and the process of standardization, improve the logistics system of agricultural products, and take "rural Taobao" as the starting point to lead the development. Integration and use of other ways to promote the development and training of rural e-commerce professionals.
【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6
【引证文献】
相关期刊论文 前1条
1 叶进杰;熊玉芬;;基于“互联网+”的广西农产品营销模式创新研究[J];纳税;2018年02期
，本文编号：2356744
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