随着农村电子商务的不断发展，农民创收增收的手段得到了有效拓展， 农村就业机会的增加也促进了本地人才回流。通过发展农产品电子商务既 可以带动农产品的发展，又可以促进信息产业、物流服务业等行业的发展， 对于打破城乡二元结构，促进农村和城市全面协调可持续发展有着举足轻 重的作用。目前，我国东部地区经济水平较高的农村已经开始向数字农业 模式进行转型升级，中西部地区纷纷效仿，但在实践中仍存在各种问题。 本研究首先通过使用文献调查法，对国内外农产品电子商务的主流商业模 式及其发展历程进行了梳理，并探讨了各商业模式与“互联网+”结合的可 行性。其次，本研究基于扎根理论，通过对广西钦州市灵山县的农产品电 商相关企业进行调研，确定了当地农产品电商产业发展在宏观环境、中介 条件、企业和农户自身发展农产品电子商务的能力四个方面仍然存在着较 多问题，需要对相关问题精准施策，并针对地方代表案例“巧妇九妹”进 行了案例成功因素分析，并同时梳理了国内外优秀案例，将本地案例与外 部案例进行了对比分析，从而总结农产品电子商务的发展策略。 本研究认为：地方农产品电商产业发展不仅是供应链层面的问题，而 首先是地方政企关系问题。因此从政府层面，应加大政府资源配置力度， II 大力推动创业孵化基地及园区的建设，建立健全电商发展扶持机制和县乡 村三级电子商务服务体系，完善地方特色农产品电子商务物流体系规划， 加大对农产品及电子商务的安全监管。从核心企业层面，应配合地方政府 构建物流支撑体系，推进农业物联网应用，创新营销模式，打造区域特色 品牌。从中小企业及农业个体户方面，应充分利用低落的外部经济环境带 来的“返乡潮”，积极吸纳优秀人才，组织员工学习应用互联网技术，提 高电子商务在农村的普及率，多层面多渠道培养符合“互联网+”时代要求 的专业电商人才和现代农民。 关键词：灵山县农产品电子商务发展策略研究 III STUDYONTHEDEVELOPMENTSTRATEGYOFAGRICULTURALPRODUCTS E-COMMERCEINLINGSHANCOUNTY,GUANGXI ABSTRACT Withthegradualimprovementofrurale-commerceinfrastructure construction,themeansforfarmerstogenerateandincreaseincomehasbeen effectivelyexpanded,andtheincreaseinruralemploymentopportunitieshas alsopromotedthereturnoflocaltalents.Thedevelopmentofagricultural e-commercecannotonlydrivethedevelopmentofagriculturalproducts,but alsopromotethedevelopmentofinformationindustry,logisticsservicesand otherindustries.Ithasadecisiveroleinbreakingthedualurban-ruralstructure andpromotingthecomprehensiveandsustainabledevelopmentofruraland urbanareas..Atpresent,theruralareaswithhighereconomiclevelsinthe easternpartofChinahavebeguntotransformandupgradetothedigital agriculturalmodel,andthecentralandwesternareashavefollowedsuit,but therearestillvariousproblemsinpractice.Thisresearchfirstusestheliterature surveymethodtosortoutthemainstreambusinessmodelsofdomesticand foreignagriculturalproducte-commerceandtheirdevelopmenthistory,and exploresthefeasibilityofcombiningvariousbusinessmodelswith"Internet+". Secondly,thisresearchisbasedonthegroundedtheory.Throughinvestigation ofagriculturalproducte-commercerelatedenterprisesinLingshanCounty, QinzhouCity,Guangxi,thelocalagriculturalproducte-commerceindustry IV developmenthasbeendeterminedinthemacroenvironment,intermediary conditions,andtheabilityofenterprisesandfarmerstodevelopagricultural e-commerce.Therearestillmanyproblemsinthisarea,anditisnecessaryto provideaccuratesolutionstorelatedproblems.Finally,thisstudyselectedthe localrepresentativecase"NiceGirlNineGirls"toanalyzethesuccessfactorsof thecase,atthesametimecombedtheoutstandingcasesathomeandabroad, comparedthelocalcasewiththeexternalcase,Tosummarizethedevelopment strategyofagriculturalproducte-commerce. Thisstudybelievesthatthedevelopmentoflocalagricultural e-commerceindustryisnotonlyaproblematthesupplychainlevel,butalsothe issueoflocalgovernment-enterpriserelations.Therefore,fromthegovernment level,weshouldincreasegovernmentresourceallocation,vigorouslypromote theestablishmentofbusinessincubationbasesandparks,establishandimprove thee-commercedevelopmentsupportmechanismandthecounty-level three-levele-commerceservicesystem,andimprovethelocalagricultural producte-commercelogisticssystemplanning.Increasethesafetysupervision ofagriculturalproductsande-commerce.Atthecoreenterpriselevel,itshould cooperatewithlocalgovernmentstobuildalogisticssupportsystem,promote theapplicationoftheagriculturalInternetofThings,innovatemarketingmodels, andbuildregionaldistinctivebrands.Fromtheperspectiveofsmalland medium-sizedenterprisesandself-employedfarmers,theyshouldmakefulluse ofthe"backtide"broughtbythelowexternaleconomicenvironment,actively recruitoutstandingtalents,organizeemployeestolearnandapplyInternet technologies,increasethepenetrationrateofe-commerceinruralareas,and cultivatecompliancewiththe"Internet"+"Modernfarmersrequiredbythe times. KEYWORDS:LingshanCountyAgriculturalProducts;E-commerce development;Strategyresearch V 目录 摘要...........................................................................................................................................I ABSTRACT............................................................................................................................III 第一章绪论...............................................................................................................................1 1.1研究的背景和意义........................................................................................................1 1.1.1研究的背景..........................................................................................................1 1.1.2研究的意义..........................................................................................................2 1.2相关理论基础和国内外文献综述................................................................................2 1.2.1相关理论基础......................................................................................................3 1.2.2关于农产品电子商务的国外文献研究..............................................................5 1.3研究的方法....................................................................................................................7 1.4研究的内容....................................................................................................................7 1.5研究的创新点................................................................................................................7 第二章国内外农产品电子商务的发展和经验启示................................................................8 2.1我国农产品电子商务发展概况....................................................................................8 2.2我国农产品电子商务的商业模式................................................................................8 2.3国内外农产品电子商务经验和启示............................................................................8 2.3.1国外农产品电子商务发展经验启示..................................................................9 2.3.2国内农产品电子商务发展经验启示................................................................12 第三章灵山县农产品电子商务发展现状............................................................................15 3.1灵山县农产品电子商务发展概况..............................................................................15 3.1.1政策环境............................................................................................................15 3.1.2信息网络基础设施............................................................................................16 3.1.3创业孵化基地及园区........................................................................................17 3.1.4冷链物流配送技术............................................................................................18 3.1.5人才培养............................................................................................................18 3.1.6灵山县农产品电子商务模式研究....................................................................19 3.2灵山县农产品电子商务存在的问题..........................................................................20 VI 3.2.1基础设施配套不完善........................................................................................20 3.2.2农产品电子商务人才不足........