农产品电商营销模式选择影响因素模型构建——基于扎根理论

发布时间：2018-01-12 09:29

本文关键词：农产品电商营销模式选择影响因素模型构建——基于扎根理论　出处：《商业经济研究》2017年02期 　论文类型：期刊论文

【摘要】：农产品电子商务已成为全球主要国家提升农业竞争力、拓展农产品国际市场的着力点,尽管我国农产品电子商务近年来呈现出快速发展态势,但是90%以上的亏损反映出现有营销模式尚存在缺陷。本文从农产品电商营销模式选择的影响因素出发,从事前控制角度,采用扎根理论方法,通过开放式编码、主轴编码和选择性编码的方式,归纳总结出影响营销模式评价的三个重要因素:产、供、销,以此构建了农产品电商营销模式选择影响因素模型,力图为我国农产品电商企业营销模式决策提供一种新的思路和方法。
[Abstract]:E-commerce of agricultural products has become the focus of the major countries in the world to enhance the competitiveness of agriculture and expand the international market of agricultural products, although the e-commerce of agricultural products in China has shown a rapid development trend in recent years. However, the loss of more than 90% reflects that there are still defects in the marketing model. This paper starts from the factors that affect the choice of the marketing mode of agricultural products, engages in the pre-control angle, and adopts the rooted theory method. Through open coding, spindle coding and selective coding, three important factors affecting the evaluation of marketing mode are summarized: production, supply and marketing. On this basis, this paper constructs a model of factors influencing the choice of agricultural product e-commerce marketing model, and tries to provide a new way of thinking and method for the decision of agricultural product e-commerce enterprise marketing mode in China.
【作者单位】：湖南商学院;
【基金】：国家社科基金重点课题(15AJL006) 湖南省教育厅青年项目(10B057) 湖南省社科基金项目(11YBB218)
【分类号】：F323.7;F724.6
【正文快照】： 引言当前,随着电子商务的发展,基于技术创新的新型交易模式正在形成一股强大的力量,推动着整个流通产业的变革(纪宝成、晏维龙,2000),而其中农产品电子商务已成为全球主要国家提升农业竞争力、拓展农产品国际市场的着力点(胡拥军、高庆鹏,2015),我国农产品电子商务近年来也

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