摘要
“互联网+”国家发展战略实施以来，众多新型农业经营主体和电商企业在“互
联网+”现代农业领域进行了有效的探索，农业电子商务迅速发展。作为农业重要
组成部分的禽业积极顺应这一潮流趋势，致力于通过电子商务优化升级禽业产业，
促进禽业企业转型发展。但相较于其他领域，禽业因其独特的行业特点和运营模式，
电子商务发展水平相对滞后，运行和推广效果差强人意。立足禽业特性，以互联网
技术、思维和渠道解决其电子商务发展进程中出现的个性化问题势在必行

基于以上背景，本文以从事禽业全产业链服务的的新联禽业为案例，通过对禽
业的相关调查数据，运用案例分析法对新联禽业电子商务发展情况进行实证分析；
对比产业价值链模型，对禽业电商产业价值链整体运作情况和各主体现状作了较为
系统的分析；在此基础上，指出新联禽业电子商务发展存在的问题，提出切合企业
自身特点的电子商务发展对策建议

本文研究发现禽业电商存在的主要问题是禽业产业价值链长而分散，龙头企业
核心作用发挥不充分，物流配送、营销策略等方面不能适应农业电子商务发展需求；
禽业企业必须以“互联网+”为手段，促进生产管理智能化、数据化，利用行业电
商平台整合产业链资源，通过网络整合营销塑造品牌。本文的创新之处在于将最传
统的禽业与最新的互联网相结合，以“互联网+”禽业寻求禽业电商发展之道

本文的第一章首先介绍了研究的背景、意义、思路、方法；第二章提出了研究
涉及的概念和依据的理论基础，综述国内外农业电子商务的研究与应用现状；第三
章对宿州新联禽业企业概况、电子商务发展情况进行阐述，并基于行业对比分析、
产业价值链分析、SWOT 战略分析，从多角度论证新联禽业发展电子商务的优势、
劣势、机遇与挑战，查找出新联禽业电子商务发展在产业基础、产业价值链整合、
品牌建设、产品布局、物流配送、营销策略等方面的存在的具体问题；第四章从“互
联网+”电子商务优化发展策略和企业电子商务发展具体对策两个角度，提出有针
对性的对策建议，认为必须以“互联网+”为手段，促进蛋鸡养殖管理升级、整合
蛋鸡养殖产业链资源，筑牢电子商务发展的产业基础，提出以“互联网＋”思维优
化电子商务发展战略，发挥公司在养殖领域多年的积累积淀，创新营销模式，研发
核心产品，升级电商平台，构建完整高效的全产业链电子商务体系；第五章为结论
部分

关键词：互联网+；禽业电商；新联禽业“互联网+”环境下宿州新联禽业电子商务发展现状与对策研究
I
ABSTRACT
Since implementing national development strategy “ Internet+ ” , many new
agricultural business entities and e-commerce enterprises carried out effective
exploration in “Internet+” modern agricultural field, and agricultural e-commerce
developed rapidly. As an important part of agriculture, poultry industry positively
conformed to this trend, and it was committed to optimizing and upgrading poultry
industry by e-commerce and promoting the transformation development of enterprises of
poultry industry. However, comparing with other fields, development level of
e-commerce of poultry industry comparatively fell behind due to its unique features and
operation model, and its operation and promotion effect are barely satisfactory. Based on
feature of poultry industry, it is imperative to solve featured problems in the process of
developing e-commerce by internet technology, thought and channel.
Based on the above background, this paper was exemplified by XINLIAN Poultry
Industry, which was engaged in whole-industry chain service in poultry industry, and
empirical analysis was carried out on development situation of e-commerce of XINLIAN
Poultry Industry by survey data related with laying hen cultivation industry and by
applying case analysis method; by comparing the model of e-commerce industrial value
chain of poultry industry, it conducted systematic analysis on overall operation situation
of e-commerce industrial value chain of laying hen and current status of each subject;
On this basis, it pointed out problems that exist in e-commerce development of
XINLIAN Poultry Industry, and put forward countermeasures and suggestions for
development of e-commerce that suit features of enterprise itself.
It was found in this study that main problems exist in e-commerce of poultry
industry as follows: industrial value chain of poultry industry was long and dispersed,
core role of leading enterprise was not fully played, logistics and marketing strategy
failed to adapt to the development demand of agricultural products; poultry industry must
take “Internet+” as means to promote intelligentization and datamation of production
management, to integrate industrial chain resources by using e-commerce platform of the
industry, to build brand of agricultural products by integrated e-marketing. The
innovation of this paper was combining the most traditional poultry industry with latest
internet to seek for development way for e-commerce of poultry industry based on
“Internet+” poultry industry.“互联网+”环境下宿州新联禽业电子商务发展现状与对策研究
II
In Chapter 1 of this paper, it introduces research background, significance, train of
thought, method and theoretical basis of this study,; in Chapter 2, it put forward
theoretical basis of concept and basis that related with research, and summarized research
and application status of agricultural e-commerce at home and abroad; in Chapter 3, it
stated enterprise profile of Suzhou Xinlian Poultry Industry and development status of its
e-commerce, and based on contrastive analysis of the industry, industrial chain value
analysis, SWOT strategy analysis to argue advantages, disadvantages, opportunity and
challenge of developing e-commerce in Xinlian Poultry in many dimensions, and found
out specific problems that exist in industrial base, industrial value chain integration,
brand construction, product layout, logistics and marketing planning in e-commerce
development of XINLIAN Poultry Industry; In Chapter 4, in two points of view of
“ Internet+ ” e-commerce optimization development strategy and detailed
countermeasures of e-commerce development of enterprise, it put forward targeted
countermeasures and suggestions, arguing that must take “Internet+” as means to
promote management upgrading of laying hen cultivation, to integrate industrial chain
resource of laying hen cultivation, to consolidate industrial basis of e-commerce
development. It put forward optimizing e-commerce development strategy by using
“Internet+” thinking to make full use of accumulated experience in the cultivation
industry, innovate marketing mode, develop core products, upgrade e-commerce platform,
construct complete efficient whole industrial chain e-commerce system; and Chapter 5 is
conclusion.
KEYWORDS:Internet+;e-commerce of poultry industry;XINLIAN Poultry Industry“互联网+”环境下宿州新联禽业电子商务发展现状与对策研究目 录
第一章 绪论··1
第一节 研究的背景........1
第二节 研究目的与意义2
一、研究目的.....2
二、研究意义.....3
第三节 研究思路、方法和主要内容....4
一、研究思路.....4
二、研究方法.....4
三、主要内容.....4
第二章 理论基础及国内外研究综述6
第一节 电子商务相关概念的界定........6
一、电子商务......
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