【摘要】：近年來,我國政府提出要大力培育農(nóng)業(yè)合作社等新型農(nóng)業(yè)經(jīng)營主體,發(fā)展農(nóng)民專業(yè)合作和股份合作。湖北省農(nóng)業(yè)合作社經(jīng)過多年發(fā)展已經(jīng)具備了一定規(guī)模,成為農(nóng)業(yè)現(xiàn)代化的重要力量。2015年初我國政府報告提出“互聯(lián)網(wǎng)+”行動計劃,明確要推動電子商務(wù)發(fā)展,2017年中央一號文件《深入推進(jìn)農(nóng)業(yè)供給側(cè)結(jié)構(gòu)性改革加快培育農(nóng)業(yè)農(nóng)村發(fā)展新動能》再次強(qiáng)調(diào)發(fā)展農(nóng)產(chǎn)品電子商務(wù)是農(nóng)業(yè)供給側(cè)結(jié)構(gòu)性改革的重點之一,因此,農(nóng)業(yè)經(jīng)營主體包括農(nóng)業(yè)合作社大力發(fā)展電子商務(wù)是適應(yīng)新形勢的必然選擇。湖北省作為農(nóng)業(yè)大省,具有農(nóng)業(yè)資源豐富、信息化程度高和合作社發(fā)展迅速等優(yōu)勢,更應(yīng)緊抓這一機(jī)遇推動農(nóng)產(chǎn)品電子商務(wù)發(fā)展。本文首先對農(nóng)產(chǎn)品電子商務(wù)和農(nóng)業(yè)合作社進(jìn)行了理論研究,分析了農(nóng)產(chǎn)品電子商務(wù)的主體和客體,探尋了農(nóng)業(yè)合作社存在的理論依據(jù)和發(fā)展階段,認(rèn)為農(nóng)業(yè)合作社一般會經(jīng)歷初級、成長和成熟三個階段。然后本文對湖北省農(nóng)業(yè)合作社電子商務(wù)發(fā)展現(xiàn)狀、優(yōu)劣勢及存在問題進(jìn)行了分析,認(rèn)為湖北省農(nóng)產(chǎn)品電子商務(wù)仍處在初級階段,但仍具有非常大的發(fā)展?jié)摿?但是也存在基礎(chǔ)設(shè)施、思想觀念、標(biāo)準(zhǔn)化發(fā)展、品牌意識、人才、服務(wù)體系等方面的問題。接著本文對湖北省農(nóng)業(yè)合作社電子商務(wù)的要素結(jié)構(gòu)和系統(tǒng)構(gòu)成進(jìn)行了分析,認(rèn)為農(nóng)業(yè)合作社發(fā)展電子商務(wù)需要在采購、管理和網(wǎng)絡(luò)營銷方面做出努力。最后根據(jù)農(nóng)業(yè)合作社發(fā)展的不同階段,本文構(gòu)想了四種電子商務(wù)發(fā)展模式,即起步階段采取“農(nóng)民+合作社+第三方信息平臺+消費者”模式,成長階段采取“合作社+第三方電商平臺+消費者”模式,包含第三方直銷和網(wǎng)店自營,成熟階段采取“合作社+自建電商平臺+消費者”和“合作社+農(nóng)產(chǎn)品企業(yè)+搭建電商平臺+消費者”模式,并結(jié)合案例對農(nóng)業(yè)合作社根據(jù)自身實際如何選擇發(fā)展模式進(jìn)行了探討。為湖北省農(nóng)業(yè)合作社發(fā)展農(nóng)產(chǎn)品電子商務(wù)提供了思路,具有重要的理論和現(xiàn)實意義。
[Abstract]:In recent years, the government of our country proposed to cultivate agricultural cooperatives and other new types of agricultural management, to develop farmers' professional cooperation and share cooperation. After years of development, agricultural cooperatives in Hubei Province have become an important force in the modernization of agriculture. In early 2015, the government report put forward the "Internet" action plan. It is clear to promote the development of electronic commerce. In 2017, document No. 1 of the Central Committee, "deepening the structural Reform on the supply side of Agriculture, speeding up the cultivation of New Kinetic Energy of Agricultural Rural Development", emphasizes once again that the development of electronic commerce of agricultural products is the One of the priorities of the reform, Therefore, the main body of agricultural management, including agricultural cooperatives, to develop e-commerce is an inevitable choice to adapt to the new situation. Hubei province, as a big agricultural province, has the advantages of abundant agricultural resources, high information level and rapid development of cooperatives, and should grasp this opportunity to promote the development of agricultural products electronic commerce. In this paper, first of all, the theory of agricultural electronic commerce and agricultural cooperatives are studied, the subject and object of agricultural products electronic commerce are analyzed, and the theoretical basis and development stage of agricultural cooperatives are explored. It is believed that agricultural cooperatives generally go through three stages: primary stage, growth stage and mature stage. Then this paper analyzes the current situation, advantages and disadvantages and existing problems of E-commerce of agricultural cooperatives in Hubei Province, and thinks that E-commerce of agricultural products in Hubei Province is still in the primary stage, but it still has great potential for development. But there are also problems in infrastructure, ideas, standardization, brand awareness, talent, service systems, and so on. Then this paper analyzes the structure and system structure of E-commerce of agricultural cooperatives in Hubei Province, and concludes that the development of E-commerce of agricultural cooperatives needs to make efforts in procurement, management and network marketing. Finally, according to the different stages of the development of agricultural cooperatives, this paper conceive four kinds of electronic commerce development models, that is, the "third party information platform consumer" mode is adopted in the initial stage. The growth stage adopts the "cooperative third party ecommerce platform consumer" model, including the third party direct sale and the net shop self-operation, In the mature stage, we adopt the models of "cooperative self-built e-commerce platform consumers" and "cooperative agricultural products enterprises build e-commerce platform consumers". And combined with the case of agricultural cooperatives according to their own actual how to choose the development model was discussed. It provides the train of thought for Hubei agricultural cooperatives to develop agricultural products electronic commerce, and has important theoretical and practical significance.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F323.7;F724.6;F321.42

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