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MBA论文_黑龙江省绿色食品企业网络分销渠道建设研究

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文本描述
Classified Index:
U.D.C:
A Dissertation for the Degree of M.M
Research on the Construction of Online
Distribution Channels of Green Food Enterprises
in Heilongjiang Province
Candidate:Hou Yuhan
Supervisor:Associate Prof. Deng Lihong
Academic Degree Applied for:Master of Management
Specialty:Business Management
Date of Submission:May, 2018
Date of Oral Examination:June, 2018
University:Harbin Engineering University
黑龙江省绿色食品企业网络分销渠道建设研究
摘要
随着互联网技术的飞速发展,网络商城、网络支付和产品配送等网络购物相关设施
得到不断完善,消费者越来越倾向于网络购物。黑龙江省绿色食品产业作为黑龙江省“十
大重点产业”中发展潜力最大、成长性最好的产业,是黑龙江省经济增长的重要组成部
分,但黑龙江省地处我国东北地区不占据市场营销地理优势,探索网络分销渠道成为黑
龙江省绿色食品企业发展的第一要务,如何在激烈的市场竞争中优化现有网络分销渠道
已经被提上日程。因此,明确黑龙江省绿色食品企业网络分销渠道中的消费者需求,判
断黑龙江省绿色食品企业的网络分销渠道建设水平,优化黑龙江省绿色食品企业网络分
销渠道,对确保黑龙江省绿色食品产业稳定持续发展具有重要意义
本文首先对黑龙江省绿色食品企业和网络分销渠道的相关概念予以界定,并分析黑
龙江绿色食品的特征,阐述网络分销渠道建设的基础理论;系统分析黑龙江省现有网络
分销渠道类型,明确目前黑龙江省绿色食品企业网络分销渠道存在的问题。其次,基于
文献分析法和在线数据获取法分析黑龙江省绿色食品企业网络分销渠道建设影响因素,
以此为基础构建黑龙江省绿色食品企业网络分销渠道建设水平测度指标体系;基于突变
级数法和主成分分析法构建黑龙江省绿色食品企业网络分销渠道建设水平测度模型,并
测度8家具有代表性黑龙江省绿色食品企业的网络分销渠道建设水平;对样本企业网络
分销渠道建设水平测度值进行分类分析,运用耦合度模型剖析样本企业网络分销渠道建
设内部协调性,并诊断出了5个黑龙江省绿色食品企业网络分销渠道建设障碍因子。最
后,基于黑龙江省绿色食品企业网络分销渠道建设水平测度结果分析和黑龙江省绿色食
品企业网络分销渠道建设障碍因子,结合黑龙江省绿色食品企业网络分销渠道建设现
状,从积极配合地方网络平台的整合、慎重进行网络分销渠道的选择、主动参与网络分
销渠道的监管、完善分销渠道配套设施的建设和渠道冲突控制与协调五方面提出优化黑
龙江省绿色食品企业网络分销渠道建设的建议,并绘制黑龙江省绿色食品网络分销渠道
运作路径图
关键词:黑龙江省;绿色食品;网络分销渠道;网络爬虫;突变级数法
黑龙江省绿色食品企业网络分销渠道建设研究
Abstract
Due to the dramatic development of Internet technology, online shopping related
facilities such as online shopping malls, online payment and product distribution have been
continuously improved, and consumers are increasingly inclined to online shopping. The
Heilongjiang green food industry as Heilongjiang Province's Top Ten Key Industries has
the greatest development potential and the best growing industry. It is an important part of
Heilongjiang Province's economic growth, but Heilongjiang Province is located in the
northeastern region of China and does not occupy the geographic advantages of marketing.
Exploring online distribution channels has become the top priority for the development of
green food enterprises in Heilongjiang Province. How to optimize existing network
distribution channels in the fierce market competition has been put on the agenda. Therefore,
the needs of consumers in the online distribution channels of green food companies in
Heilongjiang Province were clarified, the level of online distribution channels for green food
enterprises in Heilongjiang Province was determined, and the online distribution channels of
Heilongjiang Province’s green food companies were combined with the current status of
online distribution. Effective optimization is of great significance to ensure the stable and
sustainable development of the green food industry in Heilongjiang Province.
This article first defines the concepts of the related concepts of Heilongjiang green food
companies and online distribution channels, and analyzes the characteristics of Heilongjiang
green food, describes the basic theory of network distribution channel construction, and
systematically analyzes the types of existing online distribution channels in Heilongjiang
Province, and identifies the current The Problems Existing in the Network Distribution
Channels of Green Food Enterprises in Heilongjiang Province . Secondly, based on the
literature analysis method and online data acquisition method, the influencing factors of the
online distribution channel of green food enterprises in Heilongjiang Province were identified,
and on this basis, the index system for the measurement of the level of online distribution
channels for green food enterprises in Heilongjiang Province was established; based on the
abrupt progression method and the main The component analysis method constructs a model
for measuring the level of online distribution channels for green food companies in
哈尔滨工程大学硕士学位论文
Heilongjiang Province, measures the level of online distribution channels for 8 representative
green food companies in Heilongjiang province, and classifies and analyzes the measurement
value of the level of online distribution channels for sample companies. The coupling degree
model was used to analyze the internal coordination of the sample company's online
distribution channel construction, and diagnosed five obstacle factors of the construction of
online distribution channels for the green food enterprises in Heilongjiang Province. Finally,
based on the analysis of the measurement results of the level of online distribution channels
for green food companies in Heilongjiang Province and the obstacles to the establishment of
online distribution channels for green food enterprises in Heilongjiang Province, the current
status of the construction of online distribution channels for green food companies in
Heilongjiang Province is actively coordinated with the integration and prudence of local
Internet platforms. Conducted the selection of online distribution channels, actively
participated in the supervision of online distribution channels, improved the construction of
distribution channel supporting facilities, and channel conflict control and coordination. Five
suggestions were put forward to optimize the construction of online distribution channels for
Heilongjiang province's green food companies, and to draw Heilongjiang province's green
food Network distribution channel operation path map.
Key words: Heilongjiang Province; green food; online distribution channels; web crawler;
mutation progression method。