随着网络技术的飞速发展，人民生活水平提高，网络购物平台的兴起， 改变了人们的生活方式。农产品作为社会公众生活必需品，在网络购物中 更是举足轻重。尤其网络热潮的兴起，偏远地区的农户也纷纷的加入到电 商平台商家的行列中来，成为农村人口经济来源的另一种途径。然而，有 些保质期短的农产品过长时间的储存与运输，导致腐烂变质等不良现象， 针对这些问题，本文选取了F快递公司开拓G偏远地区农产品市场为例， 进行详细分析。 本文采用文献研究和案例研究相结合的研究方法，文献研究上探究国 内外在偏远地区快递服务业对运输效率和保鲜要求的提升所采取的措施， 案例研究方面分析F物流企业存在的问题，通过问卷调查运用SWOT分析 模型找到农产品市场对策。并运用4Ps市场策略组合方法，采取整改措施。 通过整改前后经营业绩的波动情况做对比，以期有效控制成本的同时提升 服务质量实现消费者和企业合作共赢。 本文通过研究G偏远地区电商农产品运输市场和F快递公司网点当初 所存在的问题和公司管理层所采取的改进策略，措施执行后的服务质量和 经营业绩的波动情况，来衡量其策略成果，并为其他偏远地区发展快递业 务提供借鉴和参考。 关键词：快递公司；开拓市场；偏远地区；农产品市场；策略 II RESEARCHONTHESTRATEGYOFFEXPRESSCOMPANY TODEVELOPTHEAGRICULTURALPRODUCTSMARKET INREMOTEAREASOFG ABSTRACT Withtherapiddevelopmentofnetworktechnology,theimprovementof people'slivingstandards,theriseofonlineshoppingplatform,haschanged people'slifestyle.Agriculturalproducts,asthenecessitiesofpubliclife,playan importantroleinonlineshopping.Inparticular,withtheriseoftheInternet boom,farmersinremoteareashavejoinedtheranksofe-commerceplatform merchants,whichhasbecomeanotherwayofeconomicsourceofrural population.However,someagriculturalproductswithshortshelflifearestored andtransportedforalongtime,whichleadstorottenanddeteriorated.Aiming attheseproblems,thispaperselectsfexpresscompanytoexplorethe agriculturalproductsmarketinGremoteareaasanexample,andmakesa detailedanalysis. Thispaperusestheresearchmethodsofliteratureresearchandcasestudy toexplorethemeasurestakenbythedomesticandforeignexpressservice industryinremoteareastoimprovethetransportationefficiencyand preservationrequirements.ThecasestudyanalyzestheproblemsofFlogistics enterprises,andfindsthemarketcountermeasuresofagriculturalproducts throughthequestionnairesurveyandSWOTanalysismodel.Anduse4Ps marketstrategycombinationmethod,takecorrectivemeasures.Andthroughthe comparisonofthefluctuationofbusinessperformancebeforeandafterthe rectification,inordertoeffectivelycontrolthecostandimprovetheservice qualitytoachievewin-wincooperationbetweenconsumersandenterprises. Thispaperstudiestheproblemsexistinginthee-commerceagricultural productsmarketinGremoteareaandfexpresscompanyoutlets,the improvementstrategiesadoptedbythecompany'smanagement,thefluctuation ofservicequalityandbusinessperformanceaftertheimplementationof measures,tomeasurethestrategicresults.Forotherremoteareastodevelop expressbusinesstoprovidereference. III KEYWORDS：Logisticscompany；Marketdevelopment；Remoteareas； Agriculturalmarkets；Strategy IV 目录 摘要.............................................................................................................................................I ABSTRACT...................................................................................................................................II 第一章绪论.................................................................................................................................1 1.1研究背景.........................................................................................................................1 1.2研究目的和意义.............................................................................................................1 1.2.1研究目的.................................................................................................................1 1.2.2研究意义.................................................................................................................1 1.3研究内容和研究框架.....................................................................................................2 1.4研究方法.........................................................................................................................3 1.5主要创新点.....................................................................................................................4 第二章理论基础与国内外研究现状........................................................................................5 2.1概念界定.........................................................................................................................5 2.1.1快递公司.................................................................................................................5 2.1.2偏远地区.................................................................................................................5 2.1.3电子商务.................................................................................................................5 2.1.4农产品.....................................................................................................................6 2.1.5市场开发..................................................................................................................6 2.2理论基础.........................................................................................................................6 2.2.1互利共赢理论.........................................................................................................6 2.2.2可持续发展理论.....................................................................................................7 2.3国内外研究现状概述.....................................................................................................7 2.3.1关于电子商务对快递公司的影响研究.................................................................7 2.3.2关于快递公司在偏远地区的发展研究...............................................................11 2.3.3国内外研究现状评述...........................................................................................14 第三章F快递公司简介及其在G偏远地区的经营状况调查与面临的主要问题..............16 3.1F快递公司简介............................................................................................................16 V 3.2F快递公司在G偏远地区的经营现调查....................................................................16 3.3F快递公司在G偏远地区经营面临的主要问题........................................................18 3.3.1专业冷链车辆不足................................................................................................18 3.3.2保鲜包装措施落后................................................................................................19 3.3.3网点覆盖率低........................................................................................................19 3.3.4分拣效率低下........................................................................................................20 3.3.5缺乏专业人才........................................................................................................21 3.3.6引进人才难............................................................................................................21 3.3.7基础设施落后........................................................................................................22 第四章F快递公司开拓G偏远地区农产品市场SWOT分析及其策略................................23 4.1SWOT量化分析方法及步骤............................................................................................23 4.2F快递公司对G偏远地区业务发展的内外部环境分析............................................23 4.2.1优势分析...............................................................................................................23 4.2.2劣势分析...............................................................................................................24 4.2.3机会分析...............................................................................................................25 4.2.4威胁分析..........................................