【摘要】：從當前我國農(nóng)產(chǎn)品消費市場來看,農(nóng)產(chǎn)品的生產(chǎn)規(guī)模逐漸擴大,高質(zhì)量、高效率逐漸成為人們對農(nóng)產(chǎn)品的硬性需求,綠色健康食品是農(nóng)產(chǎn)品消費的潮流,新鮮、營養(yǎng)豐富、無毒害是社會對農(nóng)產(chǎn)品消費的品質(zhì)追求。湖南是農(nóng)業(yè)大省,柑橘、油茶、稻谷、等很多農(nóng)產(chǎn)品供應在全國占有舉足輕重的地位,同時,湖南也是全國唯一的移動電子商務試點示范省,傳統(tǒng)的農(nóng)產(chǎn)品銷售的關鍵問題在于區(qū)域比較遠,而農(nóng)產(chǎn)品電子商務可以跨區(qū)域集成,彌補農(nóng)副產(chǎn)品流通過程中出現(xiàn)的問題,綠色農(nóng)產(chǎn)品電子商務的發(fā)展有著巨大機遇。但是,如何構建綠色農(nóng)產(chǎn)品電子商務交易平臺成為社會關注的核心問題,值得學者進行深入的研究分析,好的案例不僅為促進湖南省農(nóng)產(chǎn)品電子商務的發(fā)展提供了借鑒,也為國內(nèi)農(nóng)產(chǎn)品電子商務的發(fā)展提供參考。本文通過對農(nóng)產(chǎn)品電子商務交易現(xiàn)狀的研究進行回顧,闡述了電子商務、農(nóng)產(chǎn)品電子商務、湖南省農(nóng)產(chǎn)品電子商務及農(nóng)產(chǎn)品B2B電子商務交易平臺的發(fā)展,對成功的B2B電子商務交易平臺案例進行研究,分析對湖南省農(nóng)產(chǎn)品電子商務交易平臺構建的借鑒意義,在此基礎上從綠色農(nóng)產(chǎn)品電子商務交易平臺的商務模式的設計、技術的設計、平臺的推廣及平臺的運營進行闡述,最后分析了電子商務交易平臺可能遇到的風險及應對措施,對湖南省綠色農(nóng)產(chǎn)品電子商務交易平臺的發(fā)展有著重要的借鑒意義。本研究提出的構建綠色農(nóng)產(chǎn)品電子商務B2B交易平臺的設想,可以實現(xiàn)綠色農(nóng)產(chǎn)品產(chǎn)銷的對接,并且提供綠色食品相關認證,進行全程監(jiān)控和點對點運輸,減少流通環(huán)節(jié)與成本,最終形成綠色農(nóng)副產(chǎn)品從田園到餐桌的供應鏈條,樹立“綠色農(nóng)農(nóng)產(chǎn)品”品牌。本研究不僅是對湖南省綠色電子商務交易平臺的發(fā)展有著借鑒意義,對類似省份電子商務平臺的構建問題也提供了參考。
[Abstract]:From the point of view of the current consumption market of agricultural products in China, the production scale of agricultural products is gradually expanding, and the high quality and high efficiency of agricultural products has gradually become the hard demand for agricultural products. Green and healthy food is the trend of agricultural products consumption, fresh and nutritious. Non-toxic is the social pursuit of the quality of agricultural products consumption. Hunan is a major agricultural province, citrus, Camellia oleifera, rice, and many other agricultural products supply plays a pivotal role in the country, at the same time, Hunan is also the only mobile e-commerce pilot demonstration province. The key problem of traditional agricultural product marketing is that the region is far away, and the electronic commerce of agricultural products can be integrated across regions to make up for the problems in the circulation of agricultural by-products. There is a great opportunity for the development of green agricultural products electronic commerce. However, how to build a green agricultural products e-commerce trading platform has become the core issue of social concern, which is worthy of in-depth research and analysis by scholars. Good cases not only provide a reference for promoting the development of agricultural e-commerce in Hunan Province. Also provides the reference for the domestic agricultural product electronic commerce development. This paper reviews the current situation of agricultural products electronic commerce transaction, and expounds the development of electronic commerce, agricultural products electronic commerce, Hunan agricultural products electronic commerce and agricultural products B2B electronic commerce trading platform. A case study of successful B2B e-commerce trading platform is carried out, and the significance of the construction of Hunan agricultural products electronic commerce trading platform is analyzed. On the basis of this, the design of business model of green agricultural products electronic commerce trading platform is presented. The design of the technology, the promotion of the platform and the operation of the platform are described. Finally, the risks and countermeasures of the e-commerce trading platform are analyzed. It has important reference significance to the development of green agricultural products e-commerce trading platform in Hunan Province. The idea of constructing a B2B trading platform for green agricultural products can realize the production and marketing of green agricultural products, provide green food related certification, carry out whole monitoring and point-to-point transportation, and reduce circulation links and costs. Finally, the supply chain of green agricultural and sideline products from pastoral to dining table is formed, and the brand of "green agricultural products" is established. This study is not only a reference for the development of green e-commerce trading platform in Hunan Province, but also a reference for the construction of e-commerce platform in similar provinces.
【學位授予單位】：湘潭大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F323.7;F724.6

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本文編號：2237232