A农产品企业全渠道零售模式构建研究

发布时间：2018-05-12 18:09

本文选题：农产品企业 + 全渠道零售模式　；参考：《吉林财经大学》2015年硕士论文

【摘要】：现如今,电商已经成为零售企业产品销售的重要渠道,而国内较大的电商平台也逐渐将触手伸向农产品,再加上很多消费者自线下转至线上的消费习惯改变,促使农产品企业必须关注线上市场。也就是说,A农产品企业构建全渠道零售模式具有必要性。在这样的背景下,本研究旨在以A农产品企业为对象,探讨全渠道零售模式的构建思路及实施保障措施。目前国内的营销渠道主要包括传统零售渠道、全渠道零售模式和消费者渠道利用行为三个层面,A农产品企业的产品在新兴的网络媒体营销大潮中,现仍以传统零售渠道为主要发展途径,无论从销售层面还是客户层面都不利于未来的长远发展,因此,A农产品企业实施全渠道零售模式具有必要性。笔者认为,A农产品企业应以“建立全渠道、全品类、多层次的农产品电子商务体系”为全渠道构建的总体目标,从建立信息发布系统、网络销售系统和做好农产品网络营销配套措施三个步骤入手,全面实施广泛分销策略、网络直销策略和移动商务销售策略,从而全方位、多角度的构建起完善的全渠道零售模式。同时,企业还应完善保障计划,分别从组织人力保障、财力保障、技术保障和资源保障四个方面,促进全渠道构建和运行。总之,A农产品企业农产品全渠道零售模式构建势在必行,且渠道构建应注重全面系统、品类全、层次多。
[Abstract]:Nowadays, e-commerce has become an important channel for retail enterprises to sell their products, and the larger domestic e-commerce platforms have gradually extended their tentacles to agricultural products, and many consumers have changed their consumption habits from offline to online. Agricultural products enterprises must pay attention to the online market. That is to say, it is necessary for agricultural product enterprises to build a full-channel retail model. Under this background, the purpose of this study is to take A agricultural product enterprise as the object, to discuss the whole channel retail mode construction thought and the implementation safeguard measure. At present, domestic marketing channels mainly include traditional retail channels, full-channel retail models and consumer channels. At present, the traditional retail channel is still the main way of development, whether from the sales level or the customer level is not conducive to the future long-term development, so it is necessary for the agricultural product enterprises to implement the full-channel retail mode. The author thinks that the agricultural product enterprise should take "establishing the whole channel, the whole category, the multi-level agricultural product electronic commerce system" as the overall goal of the whole channel construction, from the establishment of the information release system, Starting with the three steps of the network sales system and the supporting measures for the network marketing of agricultural products, the comprehensive implementation of the extensive distribution strategy, the network direct marketing strategy and the mobile commerce sales strategy, The multi-angle constructs the perfect all-channel retail mode. At the same time, the enterprise should perfect the guarantee plan, and promote the construction and operation of the whole channel from four aspects, namely, organizational human security, financial security, technical security and resource guarantee. In a word, it is imperative to construct the whole channel retail mode of agricultural products in agricultural products enterprises, and the channel construction should pay attention to the comprehensive system, the category is complete, the level is many.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F324;F274

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