永泰李干电子商务发展的战略研究

发布时间：2018-06-05 00:09

本文选题：SWOT-AHP分析法 + 永泰李干　；参考：《福建农林大学》2017年硕士论文

【摘要】：近年来,电商平台的出现彻底改变了农产品的销售模式,我国农村和农业发展发生了翻天覆地的变化,电子商务已经逐渐深入到农村经济发展的各个重要环节,一时间农村电子商务不断崛起,改变着农民的生活和消费习惯,开启了现代化农业新模式。为紧紧依托互联网技术为农村发展带来的新变革,我国出台了一系列政策向农村电商倾斜,提出根据具体实际制定特色农业产品电子商务发展战略。其中,作为永泰县特色农产品和农民主要收入来源之一的李干,由于受到销售渠道等诸多因素的影响,传统交易的销售渠道方式受限于空间和时间,难以获得更大的发展空间走出该县,走向全省、全国乃至海外。本文基于SWOT-AHP理论,在对永泰李干进行描述和分析的基础上,运用SWOT工具分析永泰李干电子商务发展过程,具有产业发展、信息化建设初见成效、电商平台利于整合资源、物流促农村经济、推动新农村建设五大优势,但也有电商领军人才缺乏、农村基础设施落后、农民网购观念簿弱、管理粗放落后四大劣势;面临政府扶持力度空前、农村经济的快速发展、政府的"村村通"工程、农村网络体系趋于完善四个机会,和农村观念的保守、产品质量的保障、投入成本的加大以及电商人才的缺少四个威胁。此外,本文还应用层次分析法(AHP)模型分析,结合永泰李干销售特点,构建SWOT-AHP永泰李干电子商务发展模型,分析永泰李干在电子商务过程中的可行性,最终达到拓宽永泰李干销售渠道。根据分析结果,本文提出了永泰李干电子商务发展应采取利用好政策拓展资金来源,优化整合资源并实现电商资源共享,规范电商提升精细管理水平,加快农村网络建设实现全覆盖,培养电商人才助推产业转型升级,加强平台建设实现电商创新增效。
[Abstract]:In recent years, the emergence of e-commerce platform has completely changed the marketing mode of agricultural products, the rural and agricultural development in China has undergone earth-shaking changes, e-commerce has gradually penetrated into every important link of rural economic development. E-commerce in rural areas is rising, changing farmers' living and consumption habits, and opening a new mode of modern agriculture. In order to closely rely on Internet technology to bring new changes to rural development, China has issued a series of policies in favor of rural e-commerce, and put forward the development strategy of e-commerce of characteristic agricultural products according to the actual situation. Among them, Li Gan, as one of the main sources of income for agricultural products and farmers with characteristics in Yongtai County, is limited by space and time due to the influence of sales channels and other factors. Difficult to obtain a greater space for development out of the county, to the province, the country and even overseas. Based on the theory of SWOT-AHP, based on the description and analysis of Yongtai Li Gan, this paper uses SWOT tools to analyze the development process of Yongtai Li Gan e-commerce, which has the advantages of industrial development, information construction, and e-commerce platform for the integration of resources. Logistics promotes rural economy and promotes the construction of new rural areas. However, there are also four major disadvantages, such as the lack of e-commerce leaders, the backwardness of rural infrastructure, the weak concept book of farmers' online shopping, the backward of extensive management, and the unprecedented strength of government support. With the rapid development of rural economy, the government's "village to village" project, the rural network system tends to perfect four opportunities, and the rural concept of conservative, product quality assurance, the increase of input costs and the lack of four threats of electricity merchants. In addition, this paper also applies the Analytic hierarchy process (AHP) model to analyze the feasibility of Yongtai Ligan in the process of e-commerce, combining with the characteristics of Yongtai Li Gan's sales, constructing the SWOT-AHP Yongtai Li Gan e-commerce development model, and analyzing the feasibility of Yongtai Li Gan in the process of electronic commerce. Finally, to broaden the sales channels of Yongtai Li Gan. Based on the analysis results, this paper puts forward that the development of Yongtai Ligan e-commerce should take good use of policies to expand the sources of funds, optimize the integration of resources and realize the sharing of e-commerce resources, and standardize e-commerce to enhance the level of fine management. Accelerate the construction of rural network to achieve full coverage, train electric merchants to help promote the industrial transformation and upgrading, strengthen the platform construction to achieve e-business innovation and efficiency.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F272

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