山东大樱桃电子商务发展策略研究

发布时间：2017-12-28 21:07

本文关键词：山东大樱桃电子商务发展策略研究　出处：《山东师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国综合实力日益壮大,网络信息技术水平不断提升,目前国内各行业都在跟网络信息融合,以提升行业水平和竞争力。相比于发展迅速的工业来说,我国的农业水平相对落后,农业发展缓慢。生产粗放、效率低,经营信息不对称,农业产出比不高等,为将我国从农业大国打造成农业强国,需要利用科学技术对农业进行改革,促进农业成功转型。农产品电子商务就是对农产品产销供应链上进行精准发力,对传统落后低效率的农产品生产经营模式进行改革创新,增强我国农业国内外的市场竞争力,目前,生鲜农产品电商发展迅速,一定程度上提升了生鲜农产品的生产经营效率,但是我国生鲜农产品电商发展尚处于起步阶段,相关配套服务体系不完善,还存在诸多问题。山东大樱桃作为生鲜农产品中经济附加值较高的产品之一,近几年山东大樱桃电子商务发展迅速,极大地带动了上下游行业的发展,经济效益明显,引起了社会各界的广泛关注。山东大樱桃发展电子商务目前虽然效果明显,但是还有很多困难需要解决,这对于我国其他农产品发展电子商务具有重要借鉴意义,符合我国的农业政策,优先在经济附加值较高的农产品进行示范。目前山东大樱桃在发展电商中的冷链物流水平、信息发布时效性、包装技术、品牌、电商运营模式上存在很大提升空间,这些问题的解决程度直接影响农产品的市场发展和国内外竞争力。因此,解决诸如以上的困难问题是做好农产品发展电商的关键之处。本文是在分析目前我国农产品的发展现状,结合互联网信息技术,对农产品发展电子商务提出可行性分析。本研究是在大量文献研究和多年实地考察的基础上,对山东大樱桃发展电子商务进行了综合分析研究,根据目前现状提出的对策如下:建立信息平台,及时有效的对生鲜农产品进行宣传、信息指导等;打造品牌效益,通过品牌带动市场发展;完善冷链物流体系,促进冷链物流更加有效进行;实施标准化生产包装等,减少运输途中损坏率;完善农产品相关法律法规。本论文希望通过此次研究,为山东大樱桃发展电子商务提出可行性对策,以此提升山东大樱桃的市场竞争力,并为我国其他农产品发展电子商务做好示范。为我国农业发展尽微薄之力。本论文分为六章,第一章绪论,第二章基本理论概述,第三章是山东大樱桃电商营销的现状和问题,第四章是山东大樱桃电子商务发展的SWOT和模式分析,第五章提出山东大樱桃电商发展的对策,第六章研究结论与展望。
[Abstract]:As China's comprehensive strength is growing and the level of network information technology continues to improve, all industries in China are merging with network information to enhance industry level and competitiveness. Compared to the fast developing industry, the agricultural level of our country is relatively backward, and the agricultural development is slow. Extensive production, low efficiency, asymmetric information and poor agricultural output. In order to transform our country from a big agricultural country into an agricultural power, we need to reform the agriculture with science and technology and promote the successful transformation of agriculture. The e-commerce of agricultural products is the precise force on the production and marketing of agricultural products supply chain, the traditional low efficiency of agricultural production and operation mode of reform and innovation, enhance the market competitiveness of our country agriculture at home and abroad, the development of the electricity supplier of fresh agricultural products quickly, to some extent, enhance the production efficiency of fresh agricultural products. But the development of fresh agricultural products business in China is still in the initial stage, the relevant supporting service system is not perfect, there are still many problems. Shandong cherry is one of the high value-added products in fresh agricultural products. In recent years, Shandong cherry e-commerce has been developing rapidly, which has greatly promoted the development of the upstream and downstream industries. The economic benefit is obvious, which has aroused widespread concern from all walks of life. The development of electronic commerce in Shandong big cherry although the effect is obvious, but there are still many problems need to be solved, which has important significance for the development of e-commerce and other agricultural products in China, with China's agricultural policy, priority demonstration in economic high value-added agricultural products. At present, Shandong cherry has great room for developing the cold chain logistics level, information release timeliness, packaging technology, brand and e-commerce operation mode, which directly affects the market development and competitiveness of agricultural products. Therefore, the key to the development of agricultural products is to solve the problems such as the above problems. This paper is to analyze the present situation of the development of agricultural products in China, and combine the Internet information technology to analyze the feasibility of the development of the electronic commerce for agricultural products. This study is based on extensive literature research and field investigation for many years, the development of e-commerce in Shandong big cherries are analyzed, according to the present situation of the countermeasures are as follows: the establishment of information platform, timely and effective for fresh agricultural products information publicity and guidance; brand benefit, brand driven by market development perfect; cold chain logistics system, promoting the cold chain logistics more effectively; the implementation of standardized production packing, reduce transportation damage rate; improve relevant laws and regulations of agricultural products. This paper hopes that this study will provide feasible countermeasures for Shandong cherry to develop e-commerce, so as to enhance the market competitiveness of Shandong cherry, and demonstrate the development of e-commerce for other agricultural products in China. For the development of agriculture in China, it is as weak as possible. This paper is divided into six chapters, the first chapter is the introduction, the second chapter an overview of the basic theory, the third chapter is the current situation and problems of Shandong cherry marketing electricity supplier, the fourth chapter is the analysis of SWOT and patterns of the development of electronic commerce in Shandong big cherry, the fifth chapter puts forward countermeasures of the development of the electricity supplier Shandong cherry, the sixth chapter is conclusion and Prospect research.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F323.7

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