本文選題：生鮮切配菜 + 生鮮切配菜企業(yè)��； 參考：《上海外國語大學》2014年碩士論文

【摘要】：電子商務在日趨成熟技術的支撐下已然成為了一種全新的營銷渠道。生鮮切配菜企業(yè)盡管一直屬于傳統(tǒng)制造業(yè)，一直延用傳統(tǒng)的方式進行生產和營銷，但網絡技術的發(fā)展已經使得互聯網逐漸轉變成為生鮮切配菜企業(yè)與消費者之間進行溝通和信息傳遞甚至交易時不可缺少的重要媒介,著手搭建電子商務平臺早已成了諸多生鮮切配菜企業(yè)的必選的營銷手段。在這種形勢下，，本文作者作為一個生鮮切配菜企業(yè)的創(chuàng)業(yè)者，正面臨企業(yè)在運營時如何搭建生鮮切配菜企業(yè)的電子商務平臺的現實問題，如何利用這一平來來幫助企業(yè)開拓新的銷售渠道，成為急于想要解決的問題，同時也是正好是本文寫作的目的，希望通過撰寫本論文，將理論與實踐相結合，即總結了學習到的理論，也為實踐操作探索一個更加合理的路徑。 首先，本文對中國生鮮切配菜的代表性企業(yè)搭建電子商務平臺的整體現狀進行調研分析，并且針對生鮮切配菜的商品特殊性，總結出生鮮切配菜企業(yè)想要架設電子商務平臺可能受到的各種影響因素，并且對制約其發(fā)展的條件和因素進行研究與探索，總結出了如應對誠信問題、支付問題、冷鏈物流配送問題以及從線上到線下的售后服務問題方面的對策和方案；接著，本文分別在搭建電子商務平臺的方式及渠道選擇等方面進行了分析，歸納出生鮮切配菜企業(yè)在建設電商平臺的實踐中取得的經驗以及不足，并且提出直接與間接兩種建設電商平臺的建議，然后進一步對比了傳統(tǒng)渠道和電子商務銷售渠道并進行分析，得出了整合線上渠道和線下渠道發(fā)展的各種相應的對策；最后從某公司的實際案例入手，進行了策劃與構建企業(yè)的電子商務平臺的實際操作實踐，分析案例的共性和個性因素，并在此過程中分析不足并進行了修正。
[Abstract]:E-commerce has become a new marketing channel under the support of mature technology. Although fresh cut vegetable enterprises have always been in the traditional manufacturing industry, they have been using the traditional way of production and marketing. However, with the development of network technology, the Internet has gradually turned into an indispensable medium for communication, information transmission and even transaction between fresh cut vegetable enterprises and consumers. Setting up an e-commerce platform has already become a must-choose marketing method for many fresh-cut vegetable enterprises. In this situation, the author of this paper, as an entrepreneur of fresh cut vegetable enterprises, is facing the practical problem of how to set up the e-commerce platform of fresh cut vegetable enterprises in operation. How to use this balance to help enterprises open up new sales channels has become a problem eager to be solved, and it is also the purpose of this paper. We hope to combine theory with practice by writing this paper. It summarizes the learning theory and explores a more reasonable path for practical operation. First of all, this paper investigates and analyzes the overall situation of the representative enterprises in China to set up electronic commerce platform, and aims at the commodity particularity of fresh cut vegetables. This paper summarizes all kinds of factors that may affect the establishment of e-commerce platform in fresh cut vegetable enterprises, studies and explores the conditions and factors restricting its development, and concludes that the problems of honesty and payment should be dealt with. The cold chain logistics distribution problem and the after-sales service problem from online to offline countermeasures and solutions; then, this paper respectively in the establishment of e-commerce platform and channel selection and other aspects of the analysis, This paper summarizes the experience and deficiency of the construction of e-commerce platform in fresh cut vegetable enterprises, and puts forward the suggestions of direct and indirect construction of e-commerce platform. Then compared with the traditional channels and e-commerce sales channels and analysis, the integration of online channels and offline channel development of various corresponding countermeasures; finally, starting from a company's actual case, The practical practice of planning and constructing the electronic commerce platform of enterprises is carried out, and the commonness and individual factors of the cases are analyzed, and the deficiencies are analyzed and corrected in the process.
【學位授予單位】：上海外國語大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F326.5

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