I 摘要 随着供给侧改革的不断深入，我国农业正处于传统农业向现代化农业转变的 关键时期，农业企业必须抓住一切可能进行战略转型，从生产经营、组织管理、营 销手段、客户服务等多个方面着手，建立现代化的管理制度，完成产业升级。互联 网技术的飞速发展，电子商务的迅速普及，不仅对传统的农产品销售方式造成了冲 击，也给传统的农业生产经营和内部管理方式带来新的变化，承担起了农业产业转 型升级的责任。在此背景下，农业企业需要根据自身的情况，找到合适的电子商务 运作模式，根据电子商务的特征调整运营管理思路，构建全新的农产品营销体系。 T农业公司是一家以柑橘种植为主的企业，作为县级乡村振兴项目，肩负着解 决异地安置户、贫困户就业问题，脱贫致富模范带头作用，实现城乡产业融合发展 的重任。由于生产基地交通条件限制，生产条件落后，种植品种多样，采用传统的 生产管理和营销模式很难达到预期目标，因此本文以T农业公司为研究对象，研 究微观企业在具体环境下如何选择适合自身发展的电子商务运作模式，并指导实 施，帮助企业升级转型，并为其他同类型企业的发展提供参考。 论文首先对研究背景、研究意义进行阐述，简要介绍国内农产品电子商务发展 情况，明确研究目标以及研究方法，理清研究路线和研究内容。接着总结了农产品 电子商务及其运作模式相关概念和研究现状，介绍交易成本、价值链、平衡计分卡 和层次分析法等理论，为后续分析该公司电商运营流程、电商构成要素、经营状况、 模式选择影响因素等提供理论依据。 其次，从柑橘产业和柑橘电子商务的发展状况出发，对T农业公司所处的外 部环境和内部管理进行分析，介绍该公司目前的运营状况。从该公司种植品种多样 造成销售周期长，种植基地交通条件复杂，运营团队功能单一和销售方式传统利润 率低四个方面指出该公司进行电子商务运作的必要性。接着通过对种植企业常用 的电子商务运作模式进行分析总结，结合该企业特点得出T农业公司电子商务运 作模式的构成要素为运营主体、产品、消费群体、交通物流、资本风险和支撑体系 等六个方面。 再次，梳理T农业公司柑橘电子商务运营流程，根据柑橘农产品的特性，找 到适用于该公司的四种电子商务运作模式：第三方平台代营模式、企业自营产地直 供模式、社区自营团购模式、产品预售作物认养模式。接着根据层次分析法多目标 决策问题的实现步骤，利用平衡计分卡构建柑橘电商运作模式选择指标体系，通过 计算取得各指标的权重和层次排序，最终得出产品预售作物认养模式是实现企业 摘要 II 既定目标的有效方案。 最后，根据各个指标的权重关系，对产品预售作物认养电商模式具体的实施路 径予以规划。 通过该研究，得出产品预售作物认养模式作为该公司电子商务运作模式，这是 将电子商务与传统农业相结合，借助互联网信息技术，促进柑橘产业向标准化、规 模化、品牌化方向发展，集线上销售与线下体验为一体的电商运作模式，为同类型 企业进行电商转型提供参考，帮助企业可持续发展。 关键词：农产品电商，运作模式，模式选择，柑橘 ABSTRACT III ABSTRACT With the deepening of supply-side Structural Reform, the development of China's agriculture is in a critical period, transforming from traditional agriculture to modern agriculture. So agricultural enterprises must seize all possibilities to carry out strategic transformations. They should establish a modern management system, and complete industrial upgrading from the ways of production and operation, their methods of organizing, management, marketing and customer service and other aspects. The rapid development of Internet technology and the rapid popularization of e-commerce have not only impacted the sale modes of traditional agricultural product , but also brought about new changes to the traditional mode of agricultural production and management and their internal management .Thus the electronic commerce shoulders the responsibility of agricultural industry’s transformation and upgrading. With this background, agricultural enterprises need to find a suitable e-commerce operation mode according to their own situation, adjust the operation management ideas according to the characteristics of e- commerce, and build a brand new agricultural product marketing system. T agriculture is a company mainly engaged in citrus cultivation. As a county-level rural revitalization project, it shoulders the important task of solving the employment problems of resettlement households and poor households in different places, leading the role of poverty alleviation, and achieving the integration of urban and rural industries. Due to the limited traffic conditions in the production base, backward production conditions, and diverse planting varieties, it is difficult for the company to achieve the expected goals if it uses traditional production management and marketing models. Therefore, this paper takes T agricultural company as the research object to study how micro-enterprises choose the e-commerce operation mode which is suitable for their own development under specific circumstances, guide the implementation, help enterprises upgrade and transform, and provide references for the development of other similar enterprises. Starting with the research background and research significance, at the beginning of the thesis, it briefly introduces the development of domestic agricultural e-commerce, defines the research objectives and methods, and clarifies the research route and content. Then it summarizes the related concepts and research status of agricultural product e- ABSTRACT IV commerce and agricultural product e-commerce operation mode and introduces the theories of transaction cost, value chain, BSC and AHP, providing a theoretical basis for the subsequent analysis of the company's e-commerce operation process, e-commerce constituent elements, business status, and mode selection factors. Secondly, based on the development status of the citrus industry and citrus e- commerce, the external environment and internal management of T Agricultural Company are analyzed, and the current operating status of the company is introduced. This paper points out the necessity of e-commerce operation from four aspects: The long sales cycle caused by the variety of planting varieties, the complex traffic conditions in the planting base, the single function of the operation team and the low profit rate caused by the traditional selling way. Then through the analysis and summary of the commonly used e-commerce operation mode of the planting enterprise, combined with the characteristics of the enterprise, it is concluded that the components of the e-commerce operation mode of T agricultural company are the operation subject, product, consumer group, transportation logistics, capital risk and support system. Thirdly, combing the citrus e-commerce operation process of T agricultural company, according to the characteristics of Citrus agricultural products, four e-commerce operation modes applicable to the company are found: Third-party platform consignment model, Direct selling mode of self operated production area, Community self-operated consignment group purchase model, Product pre-sale crop adoption model. Then, according to the steps of the multi-objective decision-making problem of the analytic hierarchy process, the index system of citrus e-commerce operation mode selection is constructed by using the balanced scorecard method, and the weights and levels of each index are obtained by calculating, finally, it is concluded that the model of Product pre- sale crop adoption is an effective scheme to achieve the stated goal of the Enterprise. Finally, according to the weight relationship of various indicators, the specific implementation path of product pre-sale crop adoption e-commerce model is planned. Through this research, the model of Product pre-sale crop adoption is obtained as the operation model of the company's E-commerce, which combines e-commerce with traditional agriculture. With the help of Internet information technology, We can promote citrus industry to standardization, scale, brand direction, set online sales and offline experience for the integration of e-commerce mode of operation, e-commerce for the same type of enterprises to provide reference for transformation, to help enterprises ABSTRACT V sustainable development. Keywords: Agricultural products e-commerce，Operation model，Model selection， Citrus 目录 VI 目录 第一章 绪论 ....................... 1 1.1 研究背景及意义 .. 1 1.1.1 电子商务运作模式的研究背景 ....