【摘要】：在經(jīng)濟全球化飛速發(fā)展和信息全球化的今天,電子商務正以迅速和不可逆轉的趨勢,無時無刻不改變著我們的生活。農(nóng)村電子商務作為現(xiàn)代電子商務的重要組成部分,是促進中國農(nóng)村產(chǎn)業(yè)結構優(yōu)化、實體經(jīng)濟繁榮、農(nóng)民增收的有效途徑。近年來,連州市人民政府在以信息化造�！叭r(nóng)”電子商務建設方面取得了很大成績,連州市“京東”、“村淘”等村級服務站點共建成196個,2015年電子商務交易額達2200萬元。但連州市農(nóng)產(chǎn)品的品牌效應不顯著,農(nóng)村電商的經(jīng)營管理資金、人才、管理等問題,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?應運用怎樣的策略來促進連州市農(nóng)村電商的發(fā)展?這些問題的解決,對連州市農(nóng)村電商的發(fā)展有著重要的理論意義和實踐意義,能為其他地區(qū)同行發(fā)展提供重要的參考。本文通過探究國內外農(nóng)村電商的發(fā)展經(jīng)驗與啟示,分析連州市農(nóng)村電子商務的發(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,提出相應的發(fā)展策略,以促進連州市農(nóng)村電商的發(fā)展。研究的主要觀點和結論:1.國內外農(nóng)村電商發(fā)展的經(jīng)驗與啟示是:建設信息基礎設施是農(nóng)村電商發(fā)展的基礎;轉變農(nóng)民消費觀念是農(nóng)村電商發(fā)展的前提;完善物流體系是發(fā)展農(nóng)村電商的關鍵;加強政策引導是農(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)展的動力。2.策略環(huán)境分析中,優(yōu)勢是對農(nóng)村電商的重要性認識不斷提升、農(nóng)村電子商務的發(fā)展氛圍濃厚、農(nóng)產(chǎn)品豐富,特色凸顯、物流平臺建設全面鋪開;劣勢是經(jīng)驗不足,人才短缺、品牌缺失,資源分散、信息不對稱,市場信息缺失、配套不完善,創(chuàng)業(yè)成本高;機遇是農(nóng)村網(wǎng)民規(guī)模迅速增長、農(nóng)村網(wǎng)購行為日漸成熟、農(nóng)村電商市場前景廣闊;威脅是基礎設施不完備、擴張的電商平臺使區(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農(nóng)產(chǎn)品規(guī)模生產(chǎn)及標準化進程、完善農(nóng)產(chǎn)品物流體系、以“農(nóng)村淘寶”為抓手引領發(fā)展、整合利用其他方式推進發(fā)展和培養(yǎng)農(nóng)村電子商務專業(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.
【學位授予單位】：云南財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F724.6

【引證文獻】

相關期刊論文 前1條

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

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本文編號：2356744