臨安市農(nóng)村電子商務(wù)發(fā)展研究
發(fā)布時(shí)間：2018-11-14 20:00
【摘要】：作為新一代信息技術(shù)與傳統(tǒng)三農(nóng)問(wèn)題相結(jié)合的產(chǎn)物,農(nóng)村電子商務(wù)對(duì)于農(nóng)業(yè)轉(zhuǎn)型升級(jí)、農(nóng)村繁榮進(jìn)步、農(nóng)民持續(xù)增收都具有重要意義。本文通過(guò)實(shí)地調(diào)查和問(wèn)卷調(diào)查,采用比較研究、案例分析等研究方法,研究了臨安市農(nóng)村電子商務(wù)的發(fā)展歷程、現(xiàn)狀與成效、存在問(wèn)題,在此基礎(chǔ)上提出對(duì)策建議。主要研究結(jié)論如下:1、臨安農(nóng)村電子商務(wù)發(fā)展歷程大致可以分為草根自發(fā)、政府推動(dòng)和戰(zhàn)略發(fā)展等三個(gè)階段�！安莞园l(fā)”階段,主要靠市場(chǎng)引導(dǎo)、村民自發(fā)、效仿發(fā)展。政府推動(dòng)階段,政府積極介入,出臺(tái)多項(xiàng)扶持政策。戰(zhàn)略推動(dòng)階段,政府從經(jīng)濟(jì)社會(huì)發(fā)展全局認(rèn)識(shí)農(nóng)村電子商務(wù)發(fā)展的意義,并進(jìn)行戰(zhàn)略定位,實(shí)施重點(diǎn)推進(jìn)。2、臨安市農(nóng)村電子商務(wù)的發(fā)展,是地理區(qū)位、產(chǎn)業(yè)基礎(chǔ)、電商平臺(tái)、創(chuàng)業(yè)帶頭人、社會(huì)網(wǎng)絡(luò)、政府政策等多方面因素共同作用的結(jié)果。這個(gè)“六位一體”分析框架也是本文問(wèn)題分析以及提出對(duì)策建議的基本參照系。3、臨安市農(nóng)村電子商務(wù)產(chǎn)業(yè)規(guī)模較大,2016年網(wǎng)銷額達(dá)到30億元,產(chǎn)品結(jié)構(gòu)以堅(jiān)果炒貨為主,電商平臺(tái)以淘寶網(wǎng)為主,配套設(shè)施日趨完善;具備了初步的品牌效應(yīng),涌現(xiàn)出22個(gè)淘寶村和6個(gè)淘寶鎮(zhèn),培養(yǎng)了一批農(nóng)村電商人才,增加廣大農(nóng)民收入。4、臨安市農(nóng)村電子商務(wù)發(fā)展,存在季節(jié)性波動(dòng)、網(wǎng)店規(guī)模不大、同質(zhì)化競(jìng)爭(zhēng)激烈、專業(yè)人才缺乏、網(wǎng)店信譽(yù)等級(jí)不高等多方面的問(wèn)題,主要原因在于農(nóng)村電商集聚區(qū)地理區(qū)位較偏、產(chǎn)品結(jié)構(gòu)單一、缺乏龍頭企業(yè)帶動(dòng)、電商生態(tài)系統(tǒng)尚不成熟,等等。5、加快臨安市電子商務(wù)要發(fā)展,建議從加快交通建設(shè)、豐富產(chǎn)品結(jié)構(gòu)、壯大龍頭企業(yè)、對(duì)接平臺(tái)戰(zhàn)略、完善電商生態(tài)、打造特色小鎮(zhèn)等方面著力。
[Abstract]:As a result of the combination of the new generation of information technology and the traditional "three rural issues", rural electronic commerce is of great significance to the transformation and upgrading of agriculture, the prosperity and progress of rural areas, and the sustained increase of farmers' income. In this paper, through field investigation and questionnaire investigation, comparative study, case study and other research methods, this paper studies the development course, present situation and effect of rural electronic commerce in Linan, and puts forward countermeasures and suggestions on this basis. The main conclusions are as follows: 1. The development of rural e-commerce in Linan can be divided into three stages: spontaneous grass roots, government promotion and strategic development. "Grass root spontaneous" stage, mainly rely on market guidance, villagers spontaneous, imitating development. The government promotes the stage, the government actively intervenes, promulgates many support policies. At the stage of strategic promotion, the government understands the significance of rural e-commerce development from the overall situation of economic and social development, and carries out strategic positioning and key promotion. 2. The development of rural e-commerce in Linan is the geographical location and industrial basis. Ecommerce platform, entrepreneurial leader, social network, government policy and other factors. This "six in one" analysis framework is also the basic reference frame for the analysis of problems in this paper and the suggestions for countermeasures. 3. The scale of rural e-commerce industry in Linan City is large, with the net sales volume reaching 3 billion yuan in 2016, and the product structure is dominated by nuts and fried seeds. Electronic commerce platform to Taobao, supporting facilities are becoming more and more perfect; With the initial brand effect, 22 Taobao villages and 6 Taobao towns have emerged, and a number of rural electric merchants have been trained to increase the income of the vast number of farmers. 4. The development of e-commerce in rural areas in Lin'an has seasonal fluctuations, and the scale of online shops is not large. Many problems, such as the fierce competition of homogeneity, the lack of professional talents and the low reputation grade of online shops, are mainly due to the fact that the rural ecommerce agglomeration area is relatively geographically located, with a single product structure and a lack of leading enterprises. E-commerce ecosystem is not yet mature, etc. 5. To accelerate the development of electronic commerce in Linan city, it is suggested to speed up traffic construction, enrich product structure, strengthen leading enterprises, docking platform strategy, and perfect ecommerce ecology, Build a special town and other aspects of effort.
【學(xué)位授予單位】：浙江農(nóng)林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6
[Abstract]:As a result of the combination of the new generation of information technology and the traditional "three rural issues", rural electronic commerce is of great significance to the transformation and upgrading of agriculture, the prosperity and progress of rural areas, and the sustained increase of farmers' income. In this paper, through field investigation and questionnaire investigation, comparative study, case study and other research methods, this paper studies the development course, present situation and effect of rural electronic commerce in Linan, and puts forward countermeasures and suggestions on this basis. The main conclusions are as follows: 1. The development of rural e-commerce in Linan can be divided into three stages: spontaneous grass roots, government promotion and strategic development. "Grass root spontaneous" stage, mainly rely on market guidance, villagers spontaneous, imitating development. The government promotes the stage, the government actively intervenes, promulgates many support policies. At the stage of strategic promotion, the government understands the significance of rural e-commerce development from the overall situation of economic and social development, and carries out strategic positioning and key promotion. 2. The development of rural e-commerce in Linan is the geographical location and industrial basis. Ecommerce platform, entrepreneurial leader, social network, government policy and other factors. This "six in one" analysis framework is also the basic reference frame for the analysis of problems in this paper and the suggestions for countermeasures. 3. The scale of rural e-commerce industry in Linan City is large, with the net sales volume reaching 3 billion yuan in 2016, and the product structure is dominated by nuts and fried seeds. Electronic commerce platform to Taobao, supporting facilities are becoming more and more perfect; With the initial brand effect, 22 Taobao villages and 6 Taobao towns have emerged, and a number of rural electric merchants have been trained to increase the income of the vast number of farmers. 4. The development of e-commerce in rural areas in Lin'an has seasonal fluctuations, and the scale of online shops is not large. Many problems, such as the fierce competition of homogeneity, the lack of professional talents and the low reputation grade of online shops, are mainly due to the fact that the rural ecommerce agglomeration area is relatively geographically located, with a single product structure and a lack of leading enterprises. E-commerce ecosystem is not yet mature, etc. 5. To accelerate the development of electronic commerce in Linan city, it is suggested to speed up traffic construction, enrich product structure, strengthen leading enterprises, docking platform strategy, and perfect ecommerce ecology, Build a special town and other aspects of effort.
【學(xué)位授予單位】：浙江農(nóng)林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6
【參考文獻(xiàn)】
相關(guān)期刊論文 前10條
1 李雯琦;王R，
本文編號(hào)：2332148
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