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MBA硕士论文_JZD集团农资电商平台发展战略研究DOC

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摘要
I
摘要
据 2015 年中国农村互联网发展调查报告显示,农村互联网是农村信息化的重要
部分,也是中国互联网未来发展的潜力所在。截至 2016 年 6 月,我国网民中农村网
民占比 26.9%,规模为 1.91 亿,较 2015 年 6 月增长了 500 万人次,同比增长 2.6%

随着农村地区互联网普及工作力度加大,城乡差异正在逐步缩减,但城镇地区互联网
普及率仍超过农村地区 35.6 个百分点。由此可见加快农村网民的网络商务应用将是
农村互联网络的未来发展方向之一

在农资行业中,无论是生产企业还是流通企业目前对电商的理解和参与度都相对
较低,电商巨头也尚未在农资电商领域形成影响,农资电商在我国还处于起步阶段

伴随着我国农业现代化和信息化发展步伐的不断加快,农资电商加快了转型升级的步
伐,农资电商正成为当前的一个新热点

本文以 JZD 集团农资电商平台---农商 1 号为研究对象,在结合国内外相关电商
平台的发展资料与相关文献,首先对农资电商的相关理论进行了说明,接下来就 JZD
集团农资电商平台---农商 1 号发展战略环境进行分析,从外部环境及内部环境两方面
进行分析。结合内外部环境,对农资电商平台运用层次分析法进行 SWOT 分析,确
定农资电商平台的发展战略。同时又从农户及客户的角度从内容、技术、营销及使用
功能四方面对农资电商平台建设的指标进行因子分析,得出在内容与使用功能方面能
够得到认可,我们要扬长的同时,也要尽快加强农资电商平台的营销与技术方面,以
吸引更多的用户,加强竞争力。通过确定用户对电商平台内容与使用功能更看重的发
现,我们要结合自身的优势,抓住机遇,制定了产品多元化战略、平台互动化战略、
渠道实体化战略、分销社会化战略。最后,则针对 JZD 集团农资电商平台的发展及
相应战略的实施分别从市场开发、市场维护、组织管理三方面的提出了相应的保障措

关键词:农资电商;发展战略;层次分析法;因子分析法山东理工大学硕士学位论文 ABSTRACT
II
ABSTRACT
According to the 2015 China Rural Internet Development Survey report shows that
rural Internet is an important part of rural information, but also the potential of China&39;s
future development of the Internet. As of the end of December 2015, the scale of rural
netizens was 195 million, an increase of 16.92 million compared with 2014, an increase of
9.5 percentage points. With the growth of Internet users in rural areas and the Internet
penetration rate, the urban and rural Internet penetration rate narrowed in 2015 In 2015, the
urban penetration rate in urban areas exceeded 34.2 percentage points in rural areas. With
the increase in the popularity of the Internet in rural areas, urban and rural differences are
gradually reduced, but the penetration rate is still more than 30% difference. This shows
that speeding up the rural Internet users will be the future development of rural Internet.
In the agricultural industry, both the production enterprises and circulation enterprises
are currently on the electric business understanding and participation are relatively low,
electric business giants have not yet formed an impact in the field of agricultural and
electrical business, agricultural capital in China is still in the start stage. With the rapid
development of China&39;s agricultural modernization and information technology, in the
transition period of the critical period of fertilizer industry, but also accelerated the pace of
transformation and upgrading, agricultural capital is becoming a new hot spot.
In this paper, JZD Group, agricultural and commercial power platform --- agricultural
commercial number 1 as the object of study, in conjunction with the relevant domestic and
foreign business platform for the development of information and related literature, first of
all the relevant theory of agricultural and electrical business were described, then On the
JZD Group of agricultural power platform --- agricultural business development strategy
for the analysis of the environment from the external environment and the two aspects of
the analysis. Combined with the internal and external environment, the use of agricultural
power platform for the use of analytical methods SWOT analysis to determine the
development of agricultural and commercial platform for business strategy. At the same
time, from the perspective of farmers and customers from the content, technology,
marketing and use of four aspects of the agricultural power platform for the construction of
indicators of factor analysis, obtained in the content and use of the function can be
recognized, we want to long, But also as soon as possible to strengthen the agricultural and
commercial platform for marketing and technical aspects to attract more users, to enhance
competitiveness. By identifying the users to the power of the platform content and the use山东理工大学硕士学位论文 ABSTRACT
III
of more important features of the discovery, we have to combine their own advantages,
seize the opportunity to develop a product diversification strategy, platform interaction
strategy, channel entity strategy, distribution socialization strategy, partners Shareholder
strategy. Finally, the corresponding protection measures are put forward from the aspects
of market development, market maintenance, organization and management, respectively,
for the development of JZD Group and the corresponding strategy.
Key words: agricultural capital; development strategy; analytic hierarchy process; factor
analysis method山东理工大学硕士学位论文 目录
IV
目 录
摘要.........I
ABSTRACT.. II
目 录.........
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