随着互联网技术的应用与发展，我国的网络群体迅速扩大，与此同时，农产品的网 络销售方式也逐渐被人们接受。在互联网+农业的大环境下，相对于传统农产品销售市 场的局限和同质化的销售方式，电子商务平台的商业模式无疑为企业开拓了广阔的市场。 然而，现实中传统农产品市场的根深蒂固，人们消费习惯的固化，农产品标准化程度低， 物流发展不健全，食品安全问题，人才缺乏等问题，极大地限制农产品电子商务商业模 式的发展。现阶段，数家大型农产品电商平台逐渐呈现占领全国市场的势头，中小型农 产品电商平台要突出重围，必须实行具有自身特点的差异化发展战略。近年来农产品 O2O 逐渐兴起，这可谓是中小型农产品电商的最后一块福地。 X 公司是一家以有机精品果蔬批发零售为主营业务的中小型农产品贸易公司，拥有 自建农场，并与多家高标准有机农场和国内外优质供应商形成良好合作关系，长期直供 健康有机蔬菜和精品水果。近年来，X 公司在传统农产品销售市场的发展停滞不前，急 切希望采取措施突破瓶颈。本文深入分析当前农产品电商的发展现状和所存在的问题， 探讨中小企业现阶段发展农产品电商项目的机会和方向。通过深入分析我国目前农产品 电商的市场现状和竞争分析，以目标市场和客户群体，消费体验，大数据，物流等多方 面阐述社区 O2O 电子商务模式相对于普通农产品电商的优势所在。以 X 公司的现状出 发，按照理论和实际结合的思路，以电子商务与项目管理等基本理论为指导，对中小企 业农产品建立基于社区为服务单位的 O2O 线上线下电子商务平台商业模式作进一步剖 析，从平台运作与定位、平台运营策略、团队组织建设、成本投资估算、盈利能力分析、 风险分析与防控等多角度论证。研究表明 X 公司建立社区 O2O 项目具有较短的投资回 收期，较好的经济效益，较强的抗风险能力，同时通过市场、组织等分析证明了项目实 施的可行性。 本文希望以项目管理理论为基础，通过探讨建立可行的农产品区域性线上线下协同 的电子商务商业模式，为 X 公司的发展提供可行有效的方向，并为同类中小企业发展农 产品流通创新模式和进行农产品电子商务营销拓展提供有参考价值的研究。 关键词，农产品；电子商务；社区 O2Oabstract With the application and development of Internet technology, mobile phones gradually beyond the desktop computer to become the largest Internet terminal, the Internet has entered the mobile Internet era. At the same time, agricultural products, network sales are gradually being accepted. In the Internet+ agriculture environment, compared to the traditional agricultural products sales market limitations and homogeneous sales, e-commerce platform business model is undoubtedly for enterprises to develop a broad market. However, the reality of the traditional agricultural products market deep-rooted, people's consumption habits of curing, low degree of standardization of agricultural products, logistics development is not perfect, food safety problems, lack of talent and other issues, greatly limiting the development of agricultural e-commerce business model. But, in recent years, agricultural products O2O gradually rise, which can be described for small and medium-sized agricultural company. X is a small agricultural products trading company with organic and fruit wholesale and retail business. In recent years, X companies in the traditional agricultural product sales market stagnation, eager to take measures to break through the bottleneck. This paper analyzes the present situation and the existing problems of the current agricultural products, and discusses the opportunities and direction of the small and medium-sized enterprises to develop the commercial projects of agricultural products at the present stage. Based on the current situation of X company, according to the theory and practice of the combination of ideas to the principle of e-commerce business, the basic concept of project management as a guide to the establishment of small and medium-sized enterprises based on community-based service units O2O online and offline e-commerce platform business model Further analysis, from the platform operation and positioning, platform operation strategy, team organization construction, cost investment estimation, profitability analysis, risk analysis and prevention and control and other multi-angle argument. And finally get the feasibility of small and medium enterprises to establish community O2O e-commerce agricultural products business model feasibility conclusion. Based on the project management theory, this paper hopes to establish a feasible e - commerce business model of agricultural products on the line, and provide commercial reference value for the innovation model of agricultural products circulation and the e - commerce marketing of agricultural products. Keywords: agricultural products; e-commerce; community O2O1 目 录 摘要 ..............................................................................I ABSTRACT..........................................................................II 第一章 绪论........................................................................1 1.1 研究背景和意义.................................................................1 1.1.1 研究背景 ..................................................................1 1.1.2 选题的意义 ................................................................1 1.2 文献综述 ......................................................................2 1.2.1 国内可行性研究现状.........................................................2 1.2.2 可行性研究的步骤及原则.....................................................3 1.2.3 可行性研究的主要内容.......................................................4 1.3 研究内容、方法和技术路线 ......................................................5 1.4 报告框架结构 ..................................................................6 第二章 项目背景与概况.............................................................8 2.1 项目背景 ......................................................................8 2.2 项目概况 ......................................................................9 2.2.1 社区 O2O 的定义 ............................................................9 2.2.2 项目基本内容 .............................................................10 2.2.3 产品与目标市场 ...........................................................10 2.3 项目建设的必要性 .............................................................11 2.4 本章小结 .....................................................................12 第三章 项目市场可行性分析 ........................................................13 3.1 国内农产品电商发展现状 .......................................................13 3.1.1 大型电商平台抢占先机 .....................................................13 3.1.2 垂直电商平台异军突起 .....................................................14 3.1.3 社交类电商平台发展迅速 ...................................................15 3.2 目标市场农产品贸易现状 .......................................................15 3.3 现阶段农产品电商存在的问题 ...................................................16 3.4 农产品社区 O2O 电商平台的优势 .................................................17 3.4.1 目标市场和客户群体明确 ...................................................17 3.4.2 极大地满足社区消费者的产品体验 ...........................................18 3.4.3 更加精准地获得和分析消费大数据 ...........................................18 3.4.4 提供更高效的物流服务 .....................................................20 3.5 与同类型电商平台的比较 .......................................................21 3.6 本章小结 .....................................................................22 第四章 项目运营与组织.............................................................23 4.1 平台运作与社区选定............................................................23 4.1.1 平台运作 .................................................................23 4.1.2 社区选定 .................................................................24 4.2 平台运营策略..................................................................25 4.2.1 产品策略 .................................................................25 4.2.2 营销策略 .................................................................25 4.2.3 供应链策略 ...............................................................26 4.