【摘要】：在經(jīng)濟(jì)全球化飛速發(fā)展和信息全球化的今天,電子商務(wù)正以迅速和不可逆轉(zhuǎn)的趨勢(shì),無(wú)時(shí)無(wú)刻不改變著我們的生活。農(nóng)村電子商務(wù)作為現(xiàn)代電子商務(wù)的重要組成部分,是促進(jìn)中國(guó)農(nóng)村產(chǎn)業(yè)結(jié)構(gòu)優(yōu)化、實(shí)體經(jīng)濟(jì)繁榮、農(nóng)民增收的有效途徑。近年來(lái),連州市人民政府在以信息化造�！叭r(nóng)”電子商務(wù)建設(shè)方面取得了很大成績(jī),連州市“京東”、“村淘”等村級(jí)服務(wù)站點(diǎn)共建成196個(gè),2015年電子商務(wù)交易額達(dá)2200萬(wàn)元。但連州市農(nóng)產(chǎn)品的品牌效應(yīng)不顯著,農(nóng)村電商的經(jīng)營(yíng)管理資金、人才、管理等問(wèn)題,連州市農(nóng)村電商發(fā)展的外部環(huán)境到底如何?連州市農(nóng)村電商發(fā)展的策略環(huán)境如何?應(yīng)運(yùn)用怎樣的策略來(lái)促進(jìn)連州市農(nóng)村電商的發(fā)展?這些問(wèn)題的解決,對(duì)連州市農(nóng)村電商的發(fā)展有著重要的理論意義和實(shí)踐意義,能為其他地區(qū)同行發(fā)展提供重要的參考。本文通過(guò)探究國(guó)內(nèi)外農(nóng)村電商的發(fā)展經(jīng)驗(yàn)與啟示,分析連州市農(nóng)村電子商務(wù)的發(fā)展現(xiàn)狀,具體分析連州市農(nóng)村電商的宏觀環(huán)境和發(fā)展策略環(huán)境,構(gòu)建SWOT模型,并根據(jù)連州市農(nóng)村電商發(fā)展的特定情況,提出相應(yīng)的發(fā)展策略,以促進(jìn)連州市農(nóng)村電商的發(fā)展。研究的主要觀點(diǎn)和結(jié)論:1.國(guó)內(nèi)外農(nóng)村電商發(fā)展的經(jīng)驗(yàn)與啟示是:建設(shè)信息基礎(chǔ)設(shè)施是農(nóng)村電商發(fā)展的基礎(chǔ);轉(zhuǎn)變農(nóng)民消費(fèi)觀念是農(nóng)村電商發(fā)展的前提;完善物流體系是發(fā)展農(nóng)村電商的關(guān)鍵;加強(qiáng)政策引導(dǎo)是農(nóng)村電商發(fā)展的保障;培養(yǎng)電商人才是農(nóng)村電商發(fā)展的動(dòng)力。2.策略環(huán)境分析中,優(yōu)勢(shì)是對(duì)農(nóng)村電商的重要性認(rèn)識(shí)不斷提升、農(nóng)村電子商務(wù)的發(fā)展氛圍濃厚、農(nóng)產(chǎn)品豐富,特色凸顯、物流平臺(tái)建設(shè)全面鋪開(kāi);劣勢(shì)是經(jīng)驗(yàn)不足,人才短缺、品牌缺失,資源分散、信息不對(duì)稱(chēng),市場(chǎng)信息缺失、配套不完善,創(chuàng)業(yè)成本高;機(jī)遇是農(nóng)村網(wǎng)民規(guī)模迅速增長(zhǎng)、農(nóng)村網(wǎng)購(gòu)行為日漸成熟、農(nóng)村電商市場(chǎng)前景廣闊;威脅是基礎(chǔ)設(shè)施不完備、擴(kuò)張的電商平臺(tái)使區(qū)域資源分散等。3.連州市農(nóng)村電商發(fā)展的具體策略是推進(jìn)農(nóng)產(chǎn)品規(guī)模生產(chǎn)及標(biāo)準(zhǔn)化進(jìn)程、完善農(nóng)產(chǎn)品物流體系、以“農(nóng)村淘寶”為抓手引領(lǐng)發(fā)展、整合利用其他方式推進(jìn)發(fā)展和培養(yǎng)農(nóng)村電子商務(wù)專(zhuān)業(yè)人才。
[Abstract]:With the rapid development of economic globalization and information globalization, electronic commerce is changing our life with the trend of rapid and irreversible. As an important part of modern electronic commerce, rural electronic commerce is an effective way to promote the optimization of rural industrial structure, the prosperity of real economy and the increase of farmers' income. In recent years, the Lianzhou Municipal people's Government has made great achievements in the construction of e-commerce for the benefit of "agriculture, countryside and farmers" with information technology. In Lianzhou City, "JingDong", "Village Amoy" and other village-level service stations have been built up to 196 service stations, and the volume of e-commerce transactions in 2015 amounted to 22 million yuan. However, the brand effect of agricultural products in Lianzhou City is not significant. What is the external environment for the development of rural ecommerce in Lianzhou City? What is the strategic environment for the development of rural ecommerce in Lianzhou City? What strategies should be used to promote the development of rural e-commerce in Lianzhou City? The solution of these problems has important theoretical and practical significance for the development of rural ecommerce in Lianzhou City, and can provide important reference for the development of counterparts in other regions. Through exploring the development experience and enlightenment of rural e-commerce at home and abroad, this paper analyzes the current development situation of rural e-commerce in Lianzhou City, analyzes the macro environment and development strategy environment of rural e-commerce in Lianzhou City, and constructs the SWOT model. In order to promote the development of rural ecommerce in Lianzhou City, the corresponding development strategies are put forward according to the specific situation of rural ecommerce development in Lianzhou City. The main points and conclusions of the study are as follows: 1. The experience and enlightenment of rural e-commerce development at home and abroad are as follows: building information infrastructure is the basis of rural e-commerce development, changing farmers' consumption concept is the premise of rural e-commerce development, perfecting logistics system is the key to develop rural e-commerce. Strengthening policy guidance is the guarantee of the development of rural ecommerce, and cultivating ecommerce is the motive force of rural ecommerce development. 2. In the analysis of strategic environment, the advantage is that the importance of rural e-commerce is constantly promoted, the development atmosphere of rural e-commerce is strong, the agricultural products are rich, the characteristics are prominent, and the construction of logistics platform is spread out in an all-round way. The disadvantages are lack of experience, shortage of talents, lack of brand, dispersion of resources, asymmetry of information, lack of market information, imperfect supporting system and high cost of starting a business. The opportunity is the rapid growth of the scale of rural Internet users, the increasingly mature behavior of rural online shopping, the broad prospect of rural e-commerce market, the threat of incomplete infrastructure, the expansion of e-commerce platform makes regional resources scattered, etc. 3. The specific strategy for the development of rural e-commerce in Lianzhou is to promote the large-scale production of agricultural products and the process of standardization, improve the logistics system of agricultural products, and take "rural Taobao" as the starting point to lead the development. Integration and use of other ways to promote the development and training of rural e-commerce professionals.
【學(xué)位授予單位】：云南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類(lèi)號(hào)】：F724.6

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 葉進(jìn)杰;熊玉芬;;基于“互聯(lián)網(wǎng)+”的廣西農(nóng)產(chǎn)品營(yíng)銷(xiāo)模式創(chuàng)新研究[J];納稅;2018年02期

，

本文編號(hào)：2356744