本文選題：生鮮切配菜 + 生鮮切配菜企業(yè)��； 參考：《上海外國(guó)語(yǔ)大學(xué)》2014年碩士論文

【摘要】：電子商務(wù)在日趨成熟技術(shù)的支撐下已然成為了一種全新的營(yíng)銷渠道。生鮮切配菜企業(yè)盡管一直屬于傳統(tǒng)制造業(yè)，一直延用傳統(tǒng)的方式進(jìn)行生產(chǎn)和營(yíng)銷，但網(wǎng)絡(luò)技術(shù)的發(fā)展已經(jīng)使得互聯(lián)網(wǎng)逐漸轉(zhuǎn)變成為生鮮切配菜企業(yè)與消費(fèi)者之間進(jìn)行溝通和信息傳遞甚至交易時(shí)不可缺少的重要媒介,著手搭建電子商務(wù)平臺(tái)早已成了諸多生鮮切配菜企業(yè)的必選的營(yíng)銷手段。在這種形勢(shì)下，，本文作者作為一個(gè)生鮮切配菜企業(yè)的創(chuàng)業(yè)者，正面臨企業(yè)在運(yùn)營(yíng)時(shí)如何搭建生鮮切配菜企業(yè)的電子商務(wù)平臺(tái)的現(xiàn)實(shí)問(wèn)題，如何利用這一平來(lái)來(lái)幫助企業(yè)開拓新的銷售渠道，成為急于想要解決的問(wèn)題，同時(shí)也是正好是本文寫作的目的，希望通過(guò)撰寫本論文，將理論與實(shí)踐相結(jié)合，即總結(jié)了學(xué)習(xí)到的理論，也為實(shí)踐操作探索一個(gè)更加合理的路徑。 首先，本文對(duì)中國(guó)生鮮切配菜的代表性企業(yè)搭建電子商務(wù)平臺(tái)的整體現(xiàn)狀進(jìn)行調(diào)研分析，并且針對(duì)生鮮切配菜的商品特殊性，總結(jié)出生鮮切配菜企業(yè)想要架設(shè)電子商務(wù)平臺(tái)可能受到的各種影響因素，并且對(duì)制約其發(fā)展的條件和因素進(jìn)行研究與探索，總結(jié)出了如應(yīng)對(duì)誠(chéng)信問(wèn)題、支付問(wèn)題、冷鏈物流配送問(wèn)題以及從線上到線下的售后服務(wù)問(wèn)題方面的對(duì)策和方案；接著，本文分別在搭建電子商務(wù)平臺(tái)的方式及渠道選擇等方面進(jìn)行了分析，歸納出生鮮切配菜企業(yè)在建設(shè)電商平臺(tái)的實(shí)踐中取得的經(jīng)驗(yàn)以及不足，并且提出直接與間接兩種建設(shè)電商平臺(tái)的建議，然后進(jìn)一步對(duì)比了傳統(tǒng)渠道和電子商務(wù)銷售渠道并進(jìn)行分析，得出了整合線上渠道和線下渠道發(fā)展的各種相應(yīng)的對(duì)策；最后從某公司的實(shí)際案例入手，進(jìn)行了策劃與構(gòu)建企業(yè)的電子商務(wù)平臺(tái)的實(shí)際操作實(shí)踐，分析案例的共性和個(gè)性因素，并在此過(guò)程中分析不足并進(jìn)行了修正。
[Abstract]:E-commerce has become a new marketing channel under the support of mature technology. Although fresh cut vegetable enterprises have always been in the traditional manufacturing industry, they have been using the traditional way of production and marketing. However, with the development of network technology, the Internet has gradually turned into an indispensable medium for communication, information transmission and even transaction between fresh cut vegetable enterprises and consumers. Setting up an e-commerce platform has already become a must-choose marketing method for many fresh-cut vegetable enterprises. In this situation, the author of this paper, as an entrepreneur of fresh cut vegetable enterprises, is facing the practical problem of how to set up the e-commerce platform of fresh cut vegetable enterprises in operation. How to use this balance to help enterprises open up new sales channels has become a problem eager to be solved, and it is also the purpose of this paper. We hope to combine theory with practice by writing this paper. It summarizes the learning theory and explores a more reasonable path for practical operation. First of all, this paper investigates and analyzes the overall situation of the representative enterprises in China to set up electronic commerce platform, and aims at the commodity particularity of fresh cut vegetables. This paper summarizes all kinds of factors that may affect the establishment of e-commerce platform in fresh cut vegetable enterprises, studies and explores the conditions and factors restricting its development, and concludes that the problems of honesty and payment should be dealt with. The cold chain logistics distribution problem and the after-sales service problem from online to offline countermeasures and solutions; then, this paper respectively in the establishment of e-commerce platform and channel selection and other aspects of the analysis, This paper summarizes the experience and deficiency of the construction of e-commerce platform in fresh cut vegetable enterprises, and puts forward the suggestions of direct and indirect construction of e-commerce platform. Then compared with the traditional channels and e-commerce sales channels and analysis, the integration of online channels and offline channel development of various corresponding countermeasures; finally, starting from a company's actual case, The practical practice of planning and constructing the electronic commerce platform of enterprises is carried out, and the commonness and individual factors of the cases are analyzed, and the deficiencies are analyzed and corrected in the process.
【學(xué)位授予單位】：上海外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F326.5

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