發(fā)布時(shí)間：2018-05-09 17:20

  本文選題：電子商務(wù) + 桃產(chǎn)品流通��； 參考：《山東農(nóng)業(yè)大學(xué)》2016年碩士論文

【摘要】：進(jìn)入二十一世紀(jì)以來(lái),電子商務(wù)不但是在商業(yè)領(lǐng)域,而且滲入到了人們?nèi)粘Ｉ钪?成為生活中必不可分的組成部分。肥城肥桃作為肥城市品牌特色農(nóng)產(chǎn)品,文章借助于研究肥城市特色農(nóng)產(chǎn)品電子商務(wù)建設(shè)和肥城桃產(chǎn)品營(yíng)銷發(fā)展相互結(jié)合,研究肥城市桃特色農(nóng)產(chǎn)品電子商務(wù)的探討。論文首先從政策環(huán)境、技術(shù)環(huán)境、文化環(huán)境、物流環(huán)境方面對(duì)肥城市發(fā)展特色農(nóng)產(chǎn)品電子商務(wù)的可行性進(jìn)行了研究,然后對(duì)肥城市電子商務(wù)科技園的農(nóng)產(chǎn)品企業(yè)及西尚村經(jīng)營(yíng)網(wǎng)店的農(nóng)戶進(jìn)行問卷調(diào)查,對(duì)肥城市政府相關(guān)部門進(jìn)行關(guān)鍵信息人物進(jìn)行調(diào)查和座談,通過(guò)統(tǒng)計(jì)數(shù)據(jù),進(jìn)行分析肥城市電子商務(wù)科技園的企業(yè)與西尚村經(jīng)營(yíng)網(wǎng)店的農(nóng)戶之間的發(fā)展矛盾問題,實(shí)行定點(diǎn)問卷調(diào)查和深度訪談,調(diào)查樣本為肥城市電子商務(wù)園10家具有代表性桃產(chǎn)品生產(chǎn)企業(yè)和西尚村經(jīng)營(yíng)桃產(chǎn)品電子商務(wù)的30戶代表性農(nóng)戶,通過(guò)調(diào)查問卷,統(tǒng)計(jì)分析企業(yè)和農(nóng)戶在應(yīng)用電子商務(wù)銷售特色農(nóng)產(chǎn)品時(shí)發(fā)生的問題。創(chuàng)造性的從桃產(chǎn)品電子交易主體,分析桃產(chǎn)品企業(yè)在營(yíng)銷思維、營(yíng)銷技術(shù)、營(yíng)銷模式、營(yíng)銷人才等方面發(fā)展電子商務(wù)存在的不足,桃生產(chǎn)農(nóng)戶在文化程度、存儲(chǔ)技術(shù)、網(wǎng)絡(luò)知識(shí)、網(wǎng)店技術(shù)等放賣弄存在的欠缺,指出肥城市政府應(yīng)該在網(wǎng)站建設(shè)、基礎(chǔ)設(shè)施配套、集中規(guī)模化、物流配送、第三方牽頭等方面進(jìn)行引導(dǎo)和實(shí)施等。政府在肥城市桃農(nóng)產(chǎn)品電子商務(wù)發(fā)展過(guò)程中起著主導(dǎo)和引導(dǎo)的作用,應(yīng)在加大肥桃集散地基礎(chǔ)建設(shè)、培養(yǎng)桃農(nóng)和桃企業(yè)電子商務(wù)意識(shí)、電子商務(wù)思維模式引導(dǎo)、打造電子商務(wù)交易平臺(tái)和產(chǎn)業(yè)鏈方面發(fā)揮政府部門的職能。桃電子商務(wù)企業(yè)不斷深挖肥桃特色產(chǎn)品質(zhì)量問題、主體企業(yè)化、創(chuàng)建移動(dòng)電子商務(wù)平臺(tái)、推行同城團(tuán)購(gòu)業(yè)務(wù)、加強(qiáng)桃企業(yè)人力資源培訓(xùn)、提供個(gè)性化服務(wù)、提供線下實(shí)體店服務(wù)。
[Abstract]:Since the 21 century, electronic commerce is not only in the field of business, but also infiltrated into people's daily life, become an indispensable part of life. As the brand characteristic agricultural products of Feicheng City, the article studies the E-commerce of characteristic agricultural products in Feicheng City and the marketing development of peach products in Feicheng City by means of studying the combination of E-commerce construction of characteristic agricultural products in Feicheng City and the marketing development of Peach products in Feicheng City. Firstly, the paper studies the feasibility of developing characteristic agricultural products e-commerce in Feicheng City from the aspects of policy environment, technology environment, culture environment and logistics environment. Then the agricultural products enterprises of Fecheng Electronic Commerce Science Park and the farmers who run online shops in Xishang Village were investigated by questionnaire, and the key information figures of the relevant departments of Feicheng Municipal Government were investigated and discussed, and through the statistical data, This paper analyzes the development contradictions between enterprises in Feicheng E-Commerce Science Park and farmers who operate online shops in Xishang Village, and carries out fixed-point questionnaire surveys and in-depth interviews. A sample of 10 representative peach production enterprises and 30 representative peasant households operating in Xishang Village were investigated in Feicheng E-commerce Park. Statistical analysis of enterprises and farmers in the application of e-commerce sales of characteristic agricultural products occurred. Creatively from the peach product electronic transaction main body, analyzes the peach product enterprise in the marketing thought, the marketing technology, the marketing pattern, the marketing talented person and so on aspect development electronic commerce existence insufficiency, the peach production farmer in the education level, the storage technology, This paper points out that Feicheng municipal government should guide and implement the website construction, infrastructure matching, centralized scale, logistics distribution, third party leading and so on. The government plays a leading and leading role in the development of e-commerce of peach agricultural products in Feicheng City. It should strengthen the infrastructure construction of the distribution center of peach, cultivate the awareness of e-commerce of peach farmers and peach enterprises, and guide the thinking mode of electronic commerce. Create e-commerce trading platform and industrial chain to play the role of government departments. Peach e-commerce enterprises continue to dig deep into the quality of fat peach products, become enterprises, establish mobile electronic commerce platform, promote group purchase business in the same city, strengthen human resource training of peach enterprises, and provide personalized services. Provide offline physical store service.
【學(xué)位授予單位】：山東農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F724.6;F326.6

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