本文選題：農(nóng)村電商　切入點(diǎn)：山西　出處：《山西大學(xué)》2017年碩士論文

【摘要】：近年來,隨著“互聯(lián)網(wǎng)+”逐漸與各行各業(yè)的深度融合,互聯(lián)網(wǎng)快速向農(nóng)村扎根。電子商務(wù)作為互聯(lián)網(wǎng)的高度運(yùn)用,依靠互聯(lián)網(wǎng)的不斷延伸,開始馳騁農(nóng)村這片藍(lán)海。中國電子商務(wù)研究中心《2015年度中國電子商務(wù)市場數(shù)據(jù)監(jiān)測報告》顯示,2015年農(nóng)村網(wǎng)購市場規(guī)模達(dá)3530億元,同比增長94.3%[1]�！吨袊ヂ�(lián)網(wǎng)絡(luò)發(fā)展?fàn)顩r統(tǒng)計報告(2015)》顯示,截至2015年12月,我國農(nóng)村網(wǎng)民達(dá)1.95億,占網(wǎng)民總數(shù)的28.4%,增幅9.5%,增長速度是城鎮(zhèn)網(wǎng)民的2倍[2]。電商企業(yè)開始在農(nóng)村開拓新業(yè)務(wù),據(jù)阿里研究院發(fā)布的《2015年中國淘寶村研究報告》顯示,2015年全國淘寶村數(shù)發(fā)展到780個,同比增長268%[3]。京東專注于破解農(nóng)村居民網(wǎng)絡(luò)購物難、產(chǎn)品銷售難和網(wǎng)絡(luò)借款難的問題,提出電商進(jìn)農(nóng)村“3F”戰(zhàn)略。蘇寧易購致力于打造線上線下雙線融合直營店,集購物、體驗(yàn)、物流、售后、金融、管理中心于一體,以虛擬+實(shí)物結(jié)合展示提供商品體驗(yàn)。地方農(nóng)村電商平臺立足區(qū)域優(yōu)勢紛紛成立并發(fā)展壯大,如山西樂村淘以現(xiàn)有村鎮(zhèn)小賣鋪為突破點(diǎn),打造升級成線下體驗(yàn)店;貢天下專注于線上特產(chǎn)網(wǎng),開設(shè)地方特色館。農(nóng)村電子商務(wù)的發(fā)展看似如火如荼,但屬于電商開拓領(lǐng)域,其發(fā)展區(qū)別于已成型的電子商務(wù)。當(dāng)前涉足農(nóng)村電子商務(wù)的電商企業(yè)多達(dá)3.1萬家,模式繁雜,與農(nóng)村發(fā)展電商環(huán)境能否有效契合,需要進(jìn)行系統(tǒng)梳理和研究。本文以現(xiàn)狀和問題為導(dǎo)向研究對策,在認(rèn)真研究國內(nèi)外整體發(fā)展?fàn)顟B(tài)的基礎(chǔ)上,深入分析山西省農(nóng)村電子商務(wù)發(fā)展現(xiàn)狀及存在的電子商務(wù)模式,對多種模式進(jìn)行歸納研析和對比分析,提出山西推進(jìn)農(nóng)村電子商務(wù)存在的問題,在結(jié)合分析山西推進(jìn)農(nóng)村電商有利環(huán)境條件的基礎(chǔ)上,構(gòu)建出適用于山西電子商務(wù)進(jìn)農(nóng)村的融合電商模式,進(jìn)一步提出山西在推行融合模式應(yīng)著重加強(qiáng)的環(huán)節(jié)。
[Abstract]:In recent years, with the deep integration of "Internet" and various industries, the Internet is rapidly taking root in rural areas. E-commerce, as a highly used Internet, relies on the continuous extension of the Internet. The China E-Commerce Research Center reported the data of China's e-commerce market in 2015. The scale of the rural online shopping market reached 353 billion yuan in 2015, according to the China E-Commerce Research Center. According to the Statistical report on the Development of China's Internet Network, the number of rural Internet users in China reached 195 million by December 2015. Accounting for 28.4% of the total number of Internet users, the growth rate is 9.5%, and the growth rate is twice that of urban netizens [2] .E-commerce enterprises have begun to develop new businesses in rural areas. According to the "China Taobao Village Research report 2015" released by the Ali Research Institute, the number of Taobao villages in the whole country grew to 780 in 2015. JingDong focused on solving the problems of rural residents' online shopping difficulties, product sales difficulties and network borrowing difficulties, and put forward the "3F" strategy of ecommerce entering rural areas. Logistics, after-sales, finance, management center in one, with virtual physical display to provide a commodity experience. Local rural e-commerce platform based on regional advantages have been established and developed, such as Shanxi Province Le Village Amoy with the existing small shops as a breakthrough. Create and upgrade the offline experience shop; Gongworld focuses on the online specialty network and opens local specialty pavilions. The development of rural e-commerce seems to be in full swing, but it belongs to the field of e-commerce development. Its development is different from the formed e-commerce. At present, there are 31000 e-commerce enterprises involved in rural electronic commerce, and the models are complicated, and can it fit effectively with the e-business environment of rural development. In this paper, based on the current situation and problems as the research countermeasures, on the basis of serious study of the overall development of domestic and foreign status, in-depth analysis of rural e-commerce development in Shanxi Province and the existing e-commerce model, On the basis of summarizing, analyzing and contrasting various models, this paper points out the problems existing in promoting rural electronic commerce in Shanxi Province, and on the basis of analyzing the favorable environmental conditions of promoting rural e-commerce in Shanxi Province, This paper sets up a fusion e-commerce model suitable for the rural areas of Shanxi Province, and further points out that Shanxi should pay more attention to the strengthening of the integration mode in the implementation of the integration model.
【學(xué)位授予單位】：山西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F327

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本文編號：1661537