本文選題：鮮桃 + 網(wǎng)絡(luò)銷售��； 參考：《河北科技師范學(xué)院》2015年碩士論文

【摘要】：近年來(lái)我國(guó)鮮桃產(chǎn)業(yè)的發(fā)展非常迅速,但是鮮桃銷售的渠道主要以產(chǎn)地銷售和實(shí)體店等傳統(tǒng)模式為主。網(wǎng)絡(luò)平臺(tái)的發(fā)展,特別是"互聯(lián)網(wǎng)+園藝產(chǎn)品"模式的發(fā)展,給鮮桃的生產(chǎn)和銷售帶來(lái)了新的契機(jī),但同時(shí)也提出了新的要求。針對(duì)上述情況,本文開(kāi)展了基于網(wǎng)購(gòu)的鮮桃采后處理與銷售方面的調(diào)查研究,旨在找出其中的問(wèn)題,并提出解決對(duì)策和建議。本篇論文首先從我國(guó)鮮桃網(wǎng)絡(luò)銷售的現(xiàn)狀著手研究,介紹了我國(guó)鮮桃網(wǎng)絡(luò)銷售的概念、模式和特點(diǎn),簡(jiǎn)述了本文的研究?jī)?nèi)容、研究方法和結(jié)果分析。然后根據(jù)結(jié)果分析,從商品化處理,貯運(yùn)和銷售三個(gè)方面對(duì)鮮桃網(wǎng)絡(luò)銷售的問(wèn)題進(jìn)行了總結(jié)。結(jié)果表明,商品化處理方面的問(wèn)題包括網(wǎng)絡(luò)銷售的鮮桃品種選擇不當(dāng)、缺少相應(yīng)的果品質(zhì)量標(biāo)準(zhǔn)、果品質(zhì)量良莠不齊、鮮桃商品化處理沒(méi)有得到應(yīng)有的重視;貯運(yùn)方面的問(wèn)題包括冷鏈管理不足、果品腐爛問(wèn)題嚴(yán)重、運(yùn)輸過(guò)程中外力沖擊導(dǎo)致鮮桃受損;銷售方面的問(wèn)題包括沒(méi)有形成品牌、規(guī)模宣傳力度較小、無(wú)法讓消費(fèi)者直接體驗(yàn)鮮桃風(fēng)味、網(wǎng)絡(luò)銷售的鮮桃缺少價(jià)格優(yōu)勢(shì)。針對(duì)上述問(wèn)題,結(jié)合國(guó)內(nèi)外鮮桃網(wǎng)絡(luò)銷售的發(fā)展經(jīng)驗(yàn),本文提出了相應(yīng)的對(duì)策和建議。商品化處理方面的對(duì)策和建議包括選擇適合網(wǎng)絡(luò)銷售的鮮桃品種、制定網(wǎng)絡(luò)銷售鮮桃的質(zhì)量標(biāo)準(zhǔn)、加強(qiáng)商品化處理,并在國(guó)內(nèi)首次提出了用于網(wǎng)購(gòu)的鮮桃早熟品種和中晚熟品種的果實(shí)質(zhì)量標(biāo)準(zhǔn)(項(xiàng)目包括單果重、著色度、可溶性固形物含量、裝箱硬度等);貯運(yùn)方面的對(duì)策和建議包括實(shí)施冷鏈管理保證果品質(zhì)量、設(shè)計(jì)保護(hù)性包裝減少果品消耗等,并推薦了2種包裝形式、6種包裝規(guī)格;銷售方面的對(duì)策和建議包括加強(qiáng)品牌和規(guī)模意識(shí)、增強(qiáng)宣傳力度、加強(qiáng)公關(guān)等促銷方式彌補(bǔ)鮮桃無(wú)法體驗(yàn)的問(wèn)題、通過(guò)鮮桃網(wǎng)絡(luò)銷售的引導(dǎo)降低成本。
[Abstract]:In recent years, the development of fresh peach industry in China is very rapid, but the sales channels of fresh peach are mainly based on traditional models such as producing area sales and physical stores. The development of network platform, especially the development of "Internet horticultural products", brings new opportunities for the production and sale of fresh peach, but also puts forward new requirements. In view of the above situation, this paper carried out an investigation and study on the postharvest processing and sale of fresh peach based on online shopping, in order to find out the problems and put forward some countermeasures and suggestions. This paper begins with the current situation of the online selling of fresh peach in China, introduces the concept, mode and characteristics of the online sale of fresh peach in China, and briefly introduces the research contents, research methods and analysis of the results. Then, according to the result analysis, the paper summarizes the problems of fresh peach network sale from three aspects: commercialization, storage and transportation. The results showed that the problems of commercial treatment included improper selection of fresh peach varieties, lack of corresponding fruit quality standards, uneven fruit quality, and lack of proper attention to the commercialization of fresh peach. Problems in storage and transportation include inadequate management of cold chains, serious problems of fruit decay, damage to fresh peaches caused by external forces during transportation, and problems in sales, such as lack of brand formation and low level of publicity on a scale. Can't let consumer experience fresh peach flavor directly, the fresh peach of network sale lacks price advantage. In view of the above problems, combined with the domestic and foreign experience in the development of fresh peach network sales, this paper put forward the corresponding countermeasures and suggestions. Countermeasures and suggestions for commercialization include selecting fresh peach varieties suitable for network sales, formulating quality standards for online selling fresh peach, and strengthening commercialization treatment. At the same time, the fruit quality standards of early maturing and medium late maturing varieties of fresh peach were put forward for the first time in China (including single fruit weight, color, soluble solids content, etc.) The countermeasures and suggestions in storage and transportation include the implementation of cold chain management to ensure the quality of fruit, the design of protective packaging to reduce the consumption of fruit, and the recommendation of 6 packaging specifications for 2 packaging forms. The countermeasures and suggestions include strengthening the awareness of brand and scale, strengthening publicity, strengthening public relations and other promotion methods to make up for the problems that fresh peach can not experience, and to reduce the cost through the guidance of network sales of fresh peach.
【學(xué)位授予單位】：河北科技師范學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F323.7;F724.6

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本文編號(hào)：1940918