I 摘要 近年来，中国农产品电子商务得到全面发展，市场规模不断扩大、基础支撑力量 持续增强、电商生态日益完善、各方面政策体系也逐步成型，形成了诸多特色鲜明的 发展模式，这对促进农业生产经营方式转变、加速一二三产业融合和带动创业就业效 果显著。“互联网+”时代为农业电商线上线下融合服务也提供契机与平台。但在新形 势下，农业电子商务在物流基础、电商人才、市场环境、质量标准、经营模式上仍存 在问题和挑战，亟待突破。因此，对中国农产品电商发展的现状、特点、典型模式进 行总结，有助于形成其可复制性和可推广的经验，把握未来发展的趋势和方向。 陕西地处中国西北部，不仅拥有着丰富多样的农产品资源，而且依托着强大互联 网向农业领域的渗透力，促使了农业电商平台的快速崛起，这对陕西省农业电商平台 的多样化发展产生了积极地影响。本文选取以陕西移动农特电商平台“XQJ”为研究 对象，对电商模式下以移动运营商为背景的区域化农特产品电商平台进行了研究。研 究思路是通过对发展战略、竞争战略及基于其背景下的“农特产品电商”等相关文献 的整理，继而在实践样本与数据上对现阶段以陕西移动为依托的农特产品电商平台 “XQJ”的发展现状，从目前采取的发展战略——横向一体化战略、竞争战略——成 本领先战略角度进行了分析，并找出目前战略实施过程中的问题，比如，平台所售农 特产品质量不稳定；多平台间合作所导致的关系协调复杂、执行效率低下；自有渠道 扩展不足；平台整体利润率低，平台缺少新的利润增长点；线上渠道宣传推广效果不 理想。以及阐述导致上述问题出现的原因。首先，运用 PEST 分析法对政治、经济、 社会、技术等外部环境进行了分析。其次，通过运用五力模型分析法对平台的竞争状 况和主要竞争对手进行了对比。再次，运用价值链分析法对“XQJ”内部环境进行了 分析。最后，通过 SWOT 分析法对陕西移动农特产品电商平台“XQJ”的内外部总体环 境进行了评价。明确了陕西移动农特电商平台“XQJ”多元化发展的必要性以及发展 定位和目标，包括建立平台自有农特产品牌，增加平台线下自提业务，将农特产品电 商与旅游结合发展“电商+旅游”业务。同时，通过实行业务层面的差异化竞争战略， 在经营区域、销售渠道、产品定位上与其他大型电商平区别开来，充分发挥自身优势， 在前期阶段应尽力防止与其正面冲突所带来的冲击。并且，基于平台战略规划制定了 相应的保障措施，以保证平台发展战略与竞争战略的顺利实施。 本文在研究过程中也存在一定的不足，一方面，以移动运营商为依托的农产品电 商平台相关的研究比较少见，参照样本较少。因此，如何使平台发展策略更加科学、 有效，这需要时间来验证。另一方面，移动公司体系庞杂，各部门的职能与关系还不 能完全了解，某些问题的分析还停留在表面，这也需要本人在日后的工作中进一步学西安电子科技大学硕士学位论文 II 习、研究并加以完善。 陕西电子商务虽然起步较早，但由于观念等因素的制约，导致发展水平相对落后。 因此，加强陕西电子商务的研究，尤其是跨行业企业与农特产品电商的结合，对于促 进陕西经济社会发展，实现追赶超越意义重大。 关 键 词，农特产品电商， 陕西移动， 战略， 战略研究方法， 线下自提ABSTRACT III ABSTRACT In recent years, China's agricultural e-commerce get all-round development, expanding the size of the market, continue to enhance foundation support power, electricity more perfect ecological aspects, policy system is gradually forming, formed many characteristic development pattern, this to promote the transformation of agricultural production and operation mode, speed up the 123 industrial convergence and stimulate the development of entrepreneurial employment effect is remarkable. The Internet + era also provides opportunities and platforms for online and offline integration services of agricultural e-commerce. However, under the new situation, there are still problems and challenges in agricultural e-commerce in terms of logistics basis, e-commerce talents, market environment, quality standards and business models, which need to be broken through. Therefore, a summary of the current situation, characteristics and typical models of the development of China's agricultural products e-commerce is helpful to form its replicable and popularizable experience and grasp the trend and direction of future development. Shaanxi province, located in northwest China, not only has rich and diverse agricultural resources, but also promotes the rapid rise of agricultural e-commerce platform by relying on the strong penetration of the Internet into the agricultural field, which has a positive impact on the diversified development of agricultural e-commerce platform in shaanxi province. This paper selects XQJ, a mobile agricultural special e-commerce platform in shaanxi province, as the research object, and studies the regional agricultural special products e-commerce platform under the e-commerce mode with mobile operators as the background. Research idea is based on the development strategy, competition strategy, and based on the background of agricultural special products electric commercial and so on related literature, and on the practical samples and data of the present stage, which is based on shaanxi mobile agricultural special local electric business platform XQJ development present situation, from the current of development strategy, horizontal integration strategy, competition strategy, cost leadership strategy Angle was analyzed, and find out the problems in the process of strategy implementation, such as: platform sold by agricultural special products quality is not stable; The coordination between multiple platforms is complicated and the execution efficiency is low. Inadequate expansion of its own channels; The overall profit margin of the platform is low, the platform lacks of new profit growth point; The effect of online channel promotion is not ideal. Explain the reasons for the西安电子科技大学硕士学位论文 IV above problems. Firstly, PEST analysis method is used to analyze the external environment of politics, economy, society and technology. Secondly, the competition status of the platform is compared with the main competitors by using the five forces model analysis method. Thirdly, the value chain analysis method is used to analyze the internal environment of XQJ. Finally, the overall internal and external environment of shaanxi mobile agricultural products e-commerce platform XQJ is evaluated by SWOT analysis. The necessity, development positioning and target of diversified development of shaanxi mobile special agricultural e-commerce platform XQJ are clarified, including establishing the platform's own agricultural specialty brand, increasing the platform's offline self-lifting business, and combining agricultural special products e-commerce and tourism to develop the e-commerce + tourism business. Meanwhile, by implementing differentiated competition strategy at the business level, it differentiates itself from other large e-commerce enterprises in terms of business area, sales channels and product positioning, gives full play to its own advantages, and tries its best to prevent the impact brought by direct conflicts with it at the early stage. In addition, based on the platform strategic planning, corresponding safeguard measures are formulated to ensure the smooth implementation of platform development strategy and competition strategy. There are also some shortcomings in the research process of this paper. On the one hand, researches on agricultural products e-commerce platforms relying on mobile operators are relatively rare, with few reference samples. Therefore, it takes time to verify how to make the platform development strategy more scientific and effective. On the other hand, the mobile company system is complex, the functions and relationships of various departments are not fully understood, and the analysis of some problems is still superficial, which needs my further study, research and improvement in the future work. Although the shaanxi electronic commerce starts early, but because of the idea and so on factor restriction, causes the development level to be relatively backward. Therefore, strengthening the study of e-commerce in shaanxi, especially the combination of cross-industry enterprises and agricultural and special products e-commerce, is of great significance for promoting the economic and social development of shaanxi and achieving catch-up and transcendence. Keywords: rural specialty products e-commerce, shaanxi mobile, strategy, strategic approach, offline self-mention插图索引 V 插图索引 图 1.1 技术路线图................................................................................................................ 6 图 2.1 五力模型...................................................................................................................11 图 2.2 SWOT 战略选择矩阵...............................................................................................12 图 3.1 “XQJ”农特电商平台主要界面............................................................................13 图 3.2 外省移动农特电商平台主要界面...........................................................................22 图 4.1 “XQJ”平台价值链分析........................................................................................32 图 5.1 移动积分、电子券消费系统...................................................................................45表格索引 VII 表格索引 表 3.1 “XQJ”一期功能路线图.........................................................................................14 表 3.2 “XQJ”二期功能路线图.........................................................................................20 表 4.1 陕西移动农特电商平台“XQJ”SWOT 矩阵............................................................38XI 缩略语对照表 缩略语 英文全称 中文对照 LBS Location Based Service 基于位置服务 西安电子科技大学硕士学位论文目录 XIII 目录 摘要........................................................................................................................................I ABSTRACT ........................................................................................................................ III 插图索引..............................................................................................................................V 表格索引............................................................................................................................VII 符号对照表.........................................................................................................................IX 缩略语对照表.....................................................................................................................XI 第一章 绪论.......................................................................................................................1 1.1 选题背景及研究意义 ....................................................................................... 1 1.1.1 选题背景 ............................................................................................... 1 1.1.2 研究意义 ............................................................................................... 2 1.2 研究内容和研究方法 ....................................................................................... 2 1.2.1 研究内容 ............................................................................................... 2 1.2.2 研究方法 ............................................................................................... 2 1.3 国内外现状研究 ............................................................................................... 3 1.3.1 国外研究 ............................................................................................... 3 1.3.2 国内研究 ............................................................................................... 4 1.4 研究思路与研究框架 ....................................................................................... 5 1.4.1 研究思路 ............................................................................................... 5 1.4.2 研究框架 ............................................................................................... 5 第二章 相关理论和方法...................................................................................................9 2.1 基本概念 ........................................................................................................... 9 2.1.1 发展战略的定义 ................................................................................... 9 2.1.2 竞争战略的概念 ................................................................................... 9 2.1.3 农特产品的定义 ................................................................................. 10 2.1.4 电子商务的概念 ................................................................................. 10 2.1.5 农特产品电子商务 ............................................................................. 11 2.2 相关理论概述 ................................................................................................. 11 2.2.1 平台战略概述 ..................................................................................... 11 2.2.2 规模经济理论 ..................................................................................... 11 2.2.3 供应链管理 ......................................................................................... 12西安电子科技大学硕士学位论文 XIV 2.3 主要分析工具................................................................................................. 12 2.3.1 PEST 分析模型....................................................................................... 12 2.3.2 五力模型分析法................................................................................. 13 2.3.3 SWOT 分析法......................................................................................... 14 第三章 陕西移动农特电商平台“XQJ”发展现状分析.................................................. 15 3.1 陕西移动电商平台“XQJ”基本情况介绍 ...................................................... 15 3.1.1 “XQJ”平台简介 ...................................................................................... 15 3.1.2 平台功能开发..................................................................................... 16 3.2 “XQJ”平台目前战略选择 .................................................................................. 23 3.2.1 平台发展战略——横向一体化战略................................................. 23 3.2.2 业务层战略——成本领先战略......................................................... 24 3.3 当前战略执行中存在的问题及原因............................................................. 25 3.3.1 “XQJ”在横向一体化战略下存在的问题 .............................................. 25 3.3.2 成本领先竞争战略导致的问题......................................................... 26 3.3.3 平台商家专业水平不足..................................................................... 27 第四章 陕西移动农特电商平台“XQJ”内外部环境分析.............................................. 29 4.1 外部环境分析................................................................................................. 29 4.1.1 宏观环境 PEST 分析.......................................................................... 29 4.1.2 行业环境五力模型分析..................................................................... 31 4.2 内部价值链分析............................................................................................. 34 4.2.1 主体活动............................................................................................. 34 4.2.2 支持活动............................................................................................. 36 4.3 陕西移动农特产品电商平台“XQJ”SWOT 分析.......................................... 37 4.3.1 优势..................................................................................................... 37 4.3.2 劣势..................................................................................................... 38 4.3.3 机会..................................................................................................... 39 4.3.4 威胁..................................................................................................... 39 4.3.5 SWOT 矩阵............................................................................................. 40 第五章 陕西移动农特电商平台“XQJ”发展战略设计及保障措施.............................. 43 5.1 “XQJ”发展战略的确定 ...................................................................................... 43 5.1.1 战略目标............................................................................................. 43 5.1.2 战略制定原则..................................................................................... 43 5.2 “XQJ”平台发展战略——多元化发展战略 ...................................................... 43 5.2.1 建立自有农特产品牌......................................................................... 44目录 XV 5.2.2 线下自提 ............................................................................................. 44 5.2.3 电商+旅游........................................................................................... 44 5.3 业务层战略——差异化战略 ......................................................................... 45 5.3.1 经营区域差异化 ................................................................................. 45 5.3.2 销售渠道差异化 ................................................................................. 46 5.3.3 产品定位 ............................................................................................. 46 5.4 职能层战略 ..................................................................................................... 46 5.4.1 财务战略 ............................................................................................. 46 5.4.2 技术研发战略 ..................................................................................... 47 5.4.3 人力资源战略 ..................................................................................... 48 5.4.4 品牌战略 ............................................................................................. 48 5.5 战略实施的保障措施 ..................................................................................... 48 5.5.1 加强商家管理 ..................................................................................... 48 5.5.2 加大移动资源投入与营销单元驱动 ................................................. 48 5.5.3 加快县级电商服务站建设 ................................................................. 49 第六章 结论与展望.........................................................................................................51 6.1 研究总结 ......................................................................................................... 51 6.1.1 研究目的 ............................................................................................. 51 6.1.2 存在的问题及原因 ............................................................................. 51 6.1.3 应对措施， ......................................................................................... 52 6.2 研究的不足 ..................................................................................................... 52 6.3 进一步研究的展望 ......................................................................................... 53