自从世界进入信息化时代，互联网不但改变了人们的生活方式，也使得企业 的经营理念发生了翻天覆地的变化，互联网的发展产生了电子商务，而互联网在 移动设备上的应用极大的增加了电子商务与人们生活的互动，成为了一种生命力 极强的经营模式。这种经营模式的变化可以称得上日新月异，对企业和个人而言 需要不断的学习和转化相应的知识理论才不至于被市场淘汰。我国自2015年开 始提出“互联网+”的新型电子商务经营模式，紧接着针对解决三农问题提出了 “互联网+农业”这个概念，提出要应用最前沿的互联网尖端技术如区块链、大 数据来进行全国范围内的农业新生态的打造。临海市依靠着浙江的互联网红利， 认真的学习并践行国务院推行的“互联网+农业”政策，完成了既定的阶段性成 果的同时依然在挖掘着电子商务与农产品行业更好结合而形成更加优化的经营 模式的潜力。 作为临海市解决三农问题的关键，特色农产品以其极高的经济回报率、极大 的精品农产品市场需求量、极高的电子商务契合度从普通农产品中脱颖而出，成 为了各种植户、商户、企业创造经济价值的首选，为临海市的现代农业振兴提供 了源源不竭的生命力。本文以供应链理论、价值链理论和交易成本理论为理论基 础，结合文献查阅、线上线下调研等方法取得临海市特色农产品电子商务经营模 式的信息，深入分析了临海市特色农产品电子商务的发展现状，罗列出推进和阻 碍临海市特色农产品电子商务经营模式发展的内部和外部因素。并根据临海市特 色农产品电子商务的优势建立swot模型，由模型提出适合临海市特色农产品电 子商务经营模式优化的对策及建议。可以有效推进临海市农产品电子商务发展， 提升临海种植户的收入水平，解决种植中出现的市场信息反馈不足的问题，能促 进该地区农业现代化的建设，为乡村经济振兴战略奠定坚实的基础。 关键词：特色农产品；互联网；电子商务；经营模式优化 II ABSTRACT Sincetheworldenteredtheinformationage,theInternethasnotonlychanged people'slifestyles,butalsochangedthebusinessphilosophyoftheenterprise.The developmentoftheInternethasgeneratede-commerce,andtheapplicationofthe Internetonmobiledeviceshasgreatlyincreasedthenumberofelectronics.The interactionbetweenbusinessandpeople'sliveshasbecomeaveryviablebusiness model.Thischangeinbusinessmodelcanbesaidtobechangingwitheachpassing day.Forenterprisesandindividuals,theyneedtocontinuouslylearnandtransformthe correspondingknowledgetheorybeforetheyareeliminatedbythemarket.Since2015, Chinahasproposedanew“Internet+”e-commercebusinessmodel,followedbythe conceptof“Internet+Agriculture”tosolvetheproblemsofagriculture,ruralareas andfarmers,andproposedtoapplycutting-edgeInternetcutting-edgetechnologies suchasblockchainandbigdata.Tobuildanewagriculturalecologynationwide. RelyingonZhejiang’sInternetdividend,LinhaiCityhascarefullystudiedand implementedthe“Internet+Agriculture”policypromotedbytheStateCouncil, completedtheestablishedphaseresults,andisstilldiggingforabettercombinationof e-commerceandtheagriculturalindustrytoformamoreoptimizedPotentialofthe businessmodel. AsthekeytosolvingthethreeagriculturalproblemsinLinhaiCity,specialty agriculturalproductsstandoutfromordinaryagriculturalproductswiththeir extremelyhigheconomicreturns,hugedemandforfineagriculturalproducts,anda highdegreeofe-commercefit.Theyhavebecomegrowersandmerchants.Thefirst choiceforenterprisestocreateeconomicvaluehasprovidedanendlessvitalityforthe modernagriculturalrevitalizationofLinhaiCity.Basedonthesupplychaintheory, valuechaintheoryandtransactioncosttheoryasthetheoreticalbasis,thispaper combinesthemethodsofliteraturereview,onlineandofflineresearchtoobtain informationonthee-commercebusinessmodelofLinhai'scharacteristicagricultural products,andanalyzesthedevelopmentofe-commerceonLinhai'scharacteristic III agriculturalproducts.Thecurrentsituation,liststheinternalandexternalfactorsthat promoteandhinderthedevelopmentofthee-commercebusinessmodelofspecialty agriculturalproductsinLinhai.AndbasedontheadvantagesofLinhai'scharacteristic agriculturalproductse-commerce,aswotmodelisestablished,andthemodel proposescountermeasuresandsuggestionssuitablefortheoptimizationofLinhai's characteristicagriculturalproductse-commercebusinessmodel.Itcaneffectively promotethedevelopmentofagriculturale-commerceinLinhaiCity,improvethe incomeleveloffarmersinLinhai,solvetheproblemofinsufficientmarket informationfeedbackduringplanting,promotetheconstructionofagricultural modernizationintheregion,andlayasolidfoundationfortheruraleconomic revitalizationstrategy. KEYWORDS：Characteristicagriculturalproducts;Internet;E-Commerce; Businessmodeloptimization IV 目录 中文摘要........................................................................................................................I 英文摘要......................................................................................................................II 目录......................................................................................................................IV 1绪论............................................................................................................................1 1.1研究背景和意义.................................................................................................1 1.1.1研究背景......................................................................................................1 1.1.2研究意义......................................................................................................2 1.2国内外研究概况.................................................................................................2 1.3研究思路和研究方法.........................................................................................4 1.3.1研究思路......................................................................................................4 1.3.2研究方法......................................................................................................6 2相关理论基础及概念................................................................................................6 2.1理论基础.............................................................................................................7 2.1.1供应链管理理论..........................................................................................7 2.1.2价值链理论..................................................................................................7 2.1.3交易成本理论..............................................................................................7 2.2电子商务.............................................................................................................8 2.2.1电子商务的概念..........................................................................................8 2.2.2电子商务的主要经营模式..........................................................................8 3临海市特色农产品发展概况..................................................................................11 3.1临海市特色农产品概况...................................................................................11 3.2临海市特色农产品的经营模式.......................................................................13 4临海市特色农产品电子商务经营模式的调研分析..............................................16 4.1临海市特色农产品电子商务经营模式的调研...............................................16 4.1.1临海市特色农产品电子商务经营模式的线上调研................................17 4.1.2临海市特色农产品电子商务经营模式的实地调研................................18 4.1.3调研情况总结............................................................................................20 4.2临海市特色农产品电子商务经营模式swot模型分析.................................22 4.2.1临海市特色农产品电子商务经营模式的内部能力分析........................22 4.2.2临海市特色农产品电子商务经营模式的外部因素分析........................23 V 5临海市特色农产品电子商务经营模式存在的主要问题......................................26 5.1农产品电子商务人才缺口较大......................................................................26 5.2不可抗力因素导致产品质量波动..................................................................27 5.3现有的传统物流体系不匹配..........................................................................27 5.4标准化水平较低打假困难.............................