本文選題：SWOT-AHP分析法 + 永泰李干��； 參考：《福建農(nóng)林大學(xué)》2017年碩士論文

【摘要】：近年來,電商平臺的出現(xiàn)徹底改變了農(nóng)產(chǎn)品的銷售模式,我國農(nóng)村和農(nóng)業(yè)發(fā)展發(fā)生了翻天覆地的變化,電子商務(wù)已經(jīng)逐漸深入到農(nóng)村經(jīng)濟(jì)發(fā)展的各個重要環(huán)節(jié),一時間農(nóng)村電子商務(wù)不斷崛起,改變著農(nóng)民的生活和消費(fèi)習(xí)慣,開啟了現(xiàn)代化農(nóng)業(yè)新模式。為緊緊依托互聯(lián)網(wǎng)技術(shù)為農(nóng)村發(fā)展帶來的新變革,我國出臺了一系列政策向農(nóng)村電商傾斜,提出根據(jù)具體實(shí)際制定特色農(nóng)業(yè)產(chǎn)品電子商務(wù)發(fā)展戰(zhàn)略。其中,作為永泰縣特色農(nóng)產(chǎn)品和農(nóng)民主要收入來源之一的李干,由于受到銷售渠道等諸多因素的影響,傳統(tǒng)交易的銷售渠道方式受限于空間和時間,難以獲得更大的發(fā)展空間走出該縣,走向全省、全國乃至海外。本文基于SWOT-AHP理論,在對永泰李干進(jìn)行描述和分析的基礎(chǔ)上,運(yùn)用SWOT工具分析永泰李干電子商務(wù)發(fā)展過程,具有產(chǎn)業(yè)發(fā)展、信息化建設(shè)初見成效、電商平臺利于整合資源、物流促農(nóng)村經(jīng)濟(jì)、推動新農(nóng)村建設(shè)五大優(yōu)勢,但也有電商領(lǐng)軍人才缺乏、農(nóng)村基礎(chǔ)設(shè)施落后、農(nóng)民網(wǎng)購觀念簿弱、管理粗放落后四大劣勢;面臨政府扶持力度空前、農(nóng)村經(jīng)濟(jì)的快速發(fā)展、政府的"村村通"工程、農(nóng)村網(wǎng)絡(luò)體系趨于完善四個機(jī)會,和農(nóng)村觀念的保守、產(chǎn)品質(zhì)量的保障、投入成本的加大以及電商人才的缺少四個威脅。此外,本文還應(yīng)用層次分析法(AHP)模型分析,結(jié)合永泰李干銷售特點(diǎn),構(gòu)建SWOT-AHP永泰李干電子商務(wù)發(fā)展模型,分析永泰李干在電子商務(wù)過程中的可行性,最終達(dá)到拓寬永泰李干銷售渠道。根據(jù)分析結(jié)果,本文提出了永泰李干電子商務(wù)發(fā)展應(yīng)采取利用好政策拓展資金來源,優(yōu)化整合資源并實(shí)現(xiàn)電商資源共享,規(guī)范電商提升精細(xì)管理水平,加快農(nóng)村網(wǎng)絡(luò)建設(shè)實(shí)現(xiàn)全覆蓋,培養(yǎng)電商人才助推產(chǎn)業(yè)轉(zhuǎn)型升級,加強(qiáng)平臺建設(shè)實(shí)現(xiàn)電商創(chuàng)新增效。
[Abstract]:In recent years, the emergence of e-commerce platform has completely changed the marketing mode of agricultural products, the rural and agricultural development in China has undergone earth-shaking changes, e-commerce has gradually penetrated into every important link of rural economic development. E-commerce in rural areas is rising, changing farmers' living and consumption habits, and opening a new mode of modern agriculture. In order to closely rely on Internet technology to bring new changes to rural development, China has issued a series of policies in favor of rural e-commerce, and put forward the development strategy of e-commerce of characteristic agricultural products according to the actual situation. Among them, Li Gan, as one of the main sources of income for agricultural products and farmers with characteristics in Yongtai County, is limited by space and time due to the influence of sales channels and other factors. Difficult to obtain a greater space for development out of the county, to the province, the country and even overseas. Based on the theory of SWOT-AHP, based on the description and analysis of Yongtai Li Gan, this paper uses SWOT tools to analyze the development process of Yongtai Li Gan e-commerce, which has the advantages of industrial development, information construction, and e-commerce platform for the integration of resources. Logistics promotes rural economy and promotes the construction of new rural areas. However, there are also four major disadvantages, such as the lack of e-commerce leaders, the backwardness of rural infrastructure, the weak concept book of farmers' online shopping, the backward of extensive management, and the unprecedented strength of government support. With the rapid development of rural economy, the government's "village to village" project, the rural network system tends to perfect four opportunities, and the rural concept of conservative, product quality assurance, the increase of input costs and the lack of four threats of electricity merchants. In addition, this paper also applies the Analytic hierarchy process (AHP) model to analyze the feasibility of Yongtai Ligan in the process of e-commerce, combining with the characteristics of Yongtai Li Gan's sales, constructing the SWOT-AHP Yongtai Li Gan e-commerce development model, and analyzing the feasibility of Yongtai Li Gan in the process of electronic commerce. Finally, to broaden the sales channels of Yongtai Li Gan. Based on the analysis results, this paper puts forward that the development of Yongtai Ligan e-commerce should take good use of policies to expand the sources of funds, optimize the integration of resources and realize the sharing of e-commerce resources, and standardize e-commerce to enhance the level of fine management. Accelerate the construction of rural network to achieve full coverage, train electric merchants to help promote the industrial transformation and upgrading, strengthen the platform construction to achieve e-business innovation and efficiency.
【學(xué)位授予單位】：福建農(nóng)林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F272

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