本文關(guān)鍵詞：河北省蔬菜直銷模式研究　出處：《河北農(nóng)業(yè)大學》2015年碩士論文　論文類型：學位論文

  更多相關(guān)文章： 蔬菜直銷 產(chǎn)銷對接 新型直銷模式 河北省

【摘要】：蔬菜是居民餐桌上不可缺少的商品,國家也在持續(xù)關(guān)注著居民“菜籃子”問題。河北省是我國蔬菜生產(chǎn)大省,蔬菜產(chǎn)量逐年增加,但還是會時常出現(xiàn)菜價飛漲的現(xiàn)象,這是什么原因造成的呢?經(jīng)過研究發(fā)現(xiàn)目前河北省蔬菜的傳統(tǒng)流通過程存在鏈條過長、環(huán)節(jié)繁復、信息阻塞、流通成本高等問題,而鼓勵發(fā)展蔬菜直銷模式可以有效解決流通環(huán)節(jié)多,信息不對稱等問題,在推動河北省農(nóng)業(yè)發(fā)展的同時還可以提高農(nóng)民的收入。本文的研究目的是通過研究河北省現(xiàn)有的蔬菜銷售模式,其中重點介紹了把休閑農(nóng)業(yè)旅游及O2O模式融于蔬菜零售之中,一種線上線下同時開展的適合當代消費特征的新型直銷模式,最后總結(jié)出蔬菜直銷模式在發(fā)展過程中存在的問題,提出解決對策,進而穩(wěn)定居民手中的“菜籃子”。近幾年來,河北省對建設(shè)蔬菜直銷模式加大重視,鼓勵發(fā)展惠民又利農(nóng)的直銷流通體系。本文通過閱讀相關(guān)文獻及報道,結(jié)合國內(nèi)外研究結(jié)果和相關(guān)經(jīng)驗,分析河北省蔬菜流體系中傳統(tǒng)模式及直銷模式,并對兩種模式進行了對比分析之后發(fā)現(xiàn)直銷模式有環(huán)節(jié)少、穩(wěn)定性強等優(yōu)勢,發(fā)展蔬菜直銷模式有助于河北省蔬菜產(chǎn)銷業(yè)的健康發(fā)展,是惠農(nóng)利民的優(yōu)先選擇。通過文獻資料及河北省蔬菜直銷現(xiàn)狀,總結(jié)出幾種主要的直銷模式,分別為農(nóng)超對接模式、農(nóng)社對接模式及網(wǎng)絡直銷模式,同時為適應河北省當前發(fā)展新形勢,著重分析了蔬菜新型直銷模式,從政策鼓勵、配套基礎(chǔ)設(shè)施較為完善和居民購買意愿強烈三方面對新模式進行了有利發(fā)展環(huán)境分析,并總結(jié)出新型直銷模式將走產(chǎn)品質(zhì)量高端化、服務對象區(qū)域化、配送業(yè)務人性化及客戶體驗生活化的發(fā)展道路。通過對河北省蔬菜直銷模式的研究發(fā)現(xiàn)其在發(fā)展過程中存在合作社組織化程度低,經(jīng)營能力有限;缺乏專業(yè)技術(shù)人才,菜農(nóng)電商意識不高;蔬菜質(zhì)量參差不齊,缺少優(yōu)秀品牌;冷鏈物流基礎(chǔ)薄弱,配送體系不完善等問題。論文最后為推進新型蔬菜直銷模式發(fā)展提出做好精細化經(jīng)營、提高蔬菜產(chǎn)品質(zhì)量、重視配送的高效性、多營銷渠道共同推廣、完善售后服務的對策。
[Abstract]:Vegetable is an indispensable commodity on the dining table, and the country is also paying close attention to the problem of "vegetable basket". Hebei Province is a big province of vegetable production in China, and the vegetable production is increasing year by year. But still often appear the phenomenon of soaring prices, what is the cause of this? It is found that the traditional circulation process of vegetables in Hebei Province has many problems, such as too long chain, complicated links, information blocking, high circulation cost and so on, and encouraging the development of vegetable direct marketing model can effectively solve the problem of many circulation links. Information asymmetry and other problems can promote the development of agriculture in Hebei Province, but also improve the income of farmers. The purpose of this study is to study the existing vegetable sales model in Hebei Province. It focuses on the integration of leisure agricultural tourism and O2O mode into vegetable retail, a new direct selling mode which is suitable for the contemporary consumption characteristics, which is carried out simultaneously under the line and under the line. Finally, this paper summarizes the problems existing in the development of vegetable direct marketing model, and puts forward some countermeasures to stabilize the "vegetable basket" in the hands of residents. In recent years, Hebei Province has paid more attention to the construction of vegetable direct marketing model. Through reading the relevant literature and reports, combining with the domestic and foreign research results and relevant experience, this paper analyzes the traditional and direct selling patterns in vegetable flow system in Hebei Province. After the comparative analysis of the two models, it is found that the direct selling model has the advantages of less links and strong stability, and the development of the vegetable direct marketing model is conducive to the healthy development of vegetable production and marketing industry in Hebei Province. Through the literature data and the current situation of vegetable direct marketing in Hebei Province, several main direct selling modes are summarized, which are the agricultural super docking mode, the agricultural society docking mode and the network direct selling mode. At the same time, in order to adapt to the new development situation of Hebei Province, this paper analyzes the new direct selling pattern of vegetables and encourages it from the policy. The paper analyzes the favorable development environment of the new model from the three aspects of perfect supporting infrastructure and strong willingness to buy, and concludes that the new direct selling mode will take the high-end product quality and the regionalization of service objects. Through the research on the direct selling pattern of vegetable in Hebei Province, it is found that the cooperative organization degree is low and the management ability is limited in the process of development. Lack of professional and technical personnel, vegetable farmers awareness of e-commerce is not high; Vegetable quality is uneven, lack of excellent brand; The cold chain logistics foundation is weak, the distribution system is not perfect and so on. Finally, in order to promote the development of the new vegetable direct marketing model, the paper proposes to do a good job of fine management, improve the quality of vegetable products, and attach importance to the efficiency of distribution. Multi-marketing channels to promote, improve after-sales service countermeasures.
【學位授予單位】：河北農(nóng)業(yè)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F326.6

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本文編號：1385631