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MBA毕业论文_南农特产品社会化电子商务模式研究-以土哆哆电子商务公司为例PDF

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I 摘要 电子商务在我国经历了井喷式的发展,但随着网络平台和网络商家越来越 多,用户选择权也越来越大,用户流量成本更是越来越昂贵,许多中小企业都无 力承担,尤其是云南省农特电商企业,大多规模小,品牌化程度低,更难承受高 昂的网络营销成本。同时随着移动互联网的普及,现如今每一个普通网民都能随 时随地轻松使用社会化网络。按照六度空间理论、弱联系理论,我们每一个身处 社会化网络中的人都有可能相互连接,这是一张无限扩展的人际社交网络。根据 近三年中国互联网信息中心发布的报告显示,中国网民使用频率最高的就是社交 应用。因此云南农特产品电子商务发展不能再使用传统电商企业以用户流量为突 破口的传统电商模式,而应该把目光投向拥有更多用户基础,更容易对用户进行 渗透的社会化网络中。 本文主要通过文献研究法、问卷调查法、案例分析法等方法,深入了解云南 本土农特电商企业经营现状和存在问题,并提出对策建议。首先,对社会化电子 商务相关理论进行介绍,以及对以农特产品为代表的社会化电子商务模式应用进 行分析。其次,通过收集数据和发放网络调查问卷,分析云南省农特电子商务企 业和云南土哆哆电子商务公司在社会化电子商务模式中存在的一些具有共性的 问题。最后,以云南土哆哆电子商务公司为载体提出适合云南省农特产品的社会 化电子商务模式,以及云南省农特产品社会化电子商务模式未来发展对策和建 议。 本文的结论是以社会化网络环境下用户需求类型的分析为导向,探索应对不 同社会化网络用户需求类型的方法和策略,提出适合云南省农特电商企业的社会 化电子商务模式,比如针对“信息型”用户的“兴趣+电商”模式,针对“社交型”用 户的“社交+电商”模式,还有针对“购物型”用户的“农特产品原产地直播+电商”模 式。这些社会化电子商务模式的应用,希望能给其他存在类似困境的云南农特产 品企业提供参考。 关键词:社会化网络,电子商务,农特产品,云南土哆哆电子商务公司 Abstract II ABSTRACT E-commerce has experienced a rapid development in China, but with the rapid increase of network platform and network business,users have more and more choices, and traffic costs of the users have more and more expensive, so that many small and medium-sized enterprises are unable to afford. Therefore, the development of e-commerce model of agricultural products in Yunnan can no longer use the mode of taking user flow as a breakthrough, which is used by traditional e-commerce enterprises, but should focus on social networks with more user bases and easier to penetrate users. With the popularity of mobile Internet,nowadays, every ordinary Internet user can easily use social network anytime and anywhere. According to the Six Degrees of Separation theory, the weak ties theory,every single one of us on a social network has the potential to connect,It's an infinitely expanding interpersonal social network. According to a report released by the China Internet Network Information Center over the past three years,social applications are the most frequently used forms by Chinese netizens. Through literature research, questionnaire survey, case analysis and other methods, this paper has an in-depth understanding of the status quo and existing problems of local agricultural products e-commerce enterprises in Yunnan, and put forward countermeasures and Suggestions. Firstly, this paper introduces the relevant theories of social e-commerce and analyzes the application of the social e-commerce model represented by agricultural products. Secondly, by collecting data and issuing network survey questionnaires, this paper analyzes some common problems existing in the socialized e-commerce model of agricultural products e-commerce enterprises in Yunnan province and the case enterprises in this paper. Finally, taking Yunnan Tudodo E-commerce Company as the carrier, this paper puts forward a social e-commerce model suitable for agricultural products in Yunnan province, and proposes countermeasures and Suggestions for the future development of the social Abstract III e-commerce model of agricultural products in Yunnan Province.The conclusion of this paper is based on the analysis of user demand types in the social network environment, exploring methods and strategies to deal with different social network user demand types, and putting forward a social e-commerce model suitable for Yunnan Rural e-commerce enterprises. For example, the "interest + e-commerce" mode for "informational" users, the "social + e-commerce" mode for "social" users, and the " origin of agricultural products webcast + e-commerce" mode for "shopping" users. The application of these social e-commerce models is expected to provide reference for other agricultural products enterprises in Yunnan with similar difficulties. Keywords: Social Networks,E-commerce, Agricultural Products, Yunnan Tudodo E-commerce Company 目录 IV 目 录 摘要 ...................................................................................................... I ABSTRACT ........................................................................................... II 第一章 绪论 ........................................................................................... 1 第一节 选题背景及研究意义 ...............................................................................1 一、选题背景 ........................................................................................................................... 1 二、研究意义 ........................................................................................................................... 4 第二节 文献综述 ..................................................................................................5 一、国外研究现状 ................................................................................................................... 5 二、国内研究现状 ................................................................................................................... 7 第三节 研究方法 ..................................................................................................9 一、文献研究法 ....................................................................................................................... 9 二、问卷调查法 ....................................................................................................................... 9 三、观察法............................................................................................................................... 9 四、案例分析法 ....................................................................................................................... 9 第四节 论文结构 ................................................................................................ 10 第二章 相关理论概述及社会化电子商务模式应用分析 ................... 12 第一节 社会化相关理论 ..................................................................................... 12 一、六度空间理论 ................................................................................................................. 12 二、弱联系............................................................................................................................. 13 三、150定律.......................................................................................................................... 14 第二节 社会化电子商务模式概述...................................................................... 15 一、电子商务模式定义 ......................................................................................................... 15 二、社会化电子商务模式 ..................................................................................................... 16 第三节 社会化电子商务模式应用分析 ............................................................ 20 一、基于社会化网络用户群的电子商务模式分类 ............................................................. 20 目录 V 二、社会化网络受众类型和特征分析 ................................................................................. 21 三、社会化电子商务模式应用分析——以农特产品为例 ................................................. 22 第三章 云南农特产品电子商务发展状况及社会化电子商务模式应用 必要性分析 .........................................................