自2014年以来，国家密集出台了许多推动农村电商发展的政策，营造了良好的 经营环境，出现了一大批涉农电商服务企业，表现出“百花齐放”的发展态势，但是 随着现代信息技术、物联网技术，尤其是大数据技术的广泛出现并被应用到各个领 域，对于那些参与农村电商较早的服务商来说，不断面临着与新兴技术的融合，不 断带来新的变革，促使这些涉农企业进入战略调整期。HTD是一家比较早进入农村 电商的大型服务商，经过多年的发展，已积累了大量的涉农资源，但同样面临着战 略调整。 论文在充足分析未来环境的基础上，通过查阅大量的相关文献，结合企业战略 相关理论，重点分析了涉农电商服务企业在新的环境下，面临的机遇和挑战，同时 结合HTD自身条件，重点分析了企业优势和劣势。利用SWOT分析方法，确定企 业正处在成熟期发展阶段，有自身优势，但却面临着较大的威胁，属于典型的ST战 略特征。通过借鉴行业农头企业战略转型的经验和专业知识，确定HTD公司发展战 略为：从B2C思维下的买卖交易转向基于大数据的C2B思维下供需匹配的服务商， 基于此制定了企业的竞争战略和保障措施。 关键词 农村电商；发展战略；宏观环境；竞争 III Abstract Since 2014, the country's dense issued many policies to promote the development of the rural electricity. A good business environment is built, and a large number of agricultural electricity service enterprises are appeared , the "hundred flowers" development momentum is showed. But with the application of modern information technology, Internet technology, especially the big data technology to various fields, providers involved in the earlier rural electricity constantly faced with the fusion of emerging technologies and new change. The agricultural enterprise is turned into the strategic adjustment. HTD is a large service provider that entered rural e-commerce early. After years of development, it has accumulated a large amount of agriculture-related resources, but it is also facing strategic adjustment. On the basis of sufficient analysis of the future environment, this paper mainly analyzes the opportunities and challenges faced by agriculture-related e-commerce service enterprises in the new environment by consulting a large number of relevant literatures and combining with the theories related to enterprise strategy. Meanwhile, it focuses on analyzing the advantages and disadvantages of enterprises in combination with HTD's own conditions. SWOT analysis is used to determine that the enterprise is in the mature stage of development, the enterprise has its own advantages, but is faced with greater threats, which is a typical ST strategy. By referring to the experience and professional knowledge of strategic transformation of agricultural enterprises in the industry, the development strategy of HTD was determined as follows: from B2C thinking of trading to C2B shi weixia supply and demand matching service provider based on big data, and based on this, the competitive strategy and safeguard measures of the enterprise were formulated. Key words Rural e-commerce；Development strategy；Macro environment；Competition V 目 录 摘要 ................................................................................................................................... I Abstract .............................................................................................................................. III 目 录 .................................................................................................................................. V 第1章 绪 论 .................................................................................................................. 1 1.1 研究背景 ................................................................................................................. 1 1.2 研究意义 ................................................................................................................. 2 1.2.1 现实意义 .......................................................................................................... 2 1.2.2 理论意义 .......................................................................................................... 2 1.3 研究现状 ................................................................................................................. 2 1.3.1 国外研究现状 .................................................................................................. 2 1.3.2 国内研究现状 .................................................................................................. 4 1.4 研究内容和方法 ..................................................................................................... 6 1.4.1 研究内容 .......................................................................................................... 6 1.4.2 研究方法 .......................................................................................................... 6 第2章 相关理论基础 ...................................................................................................... 9 2.1 相关概念 ................................................................................................................. 9 2.1.1 农村电商 .......................................................................................................... 9 2.1.2 发展战略 .......................................................................................................... 9 2.2 基础理论 ............................................................................................................... 10 2.2.1 PEST分析理论 .............................................................................................. 10 2.2.2 波特五力模型 ................................................................................................ 10 2.2.3 SWOT分析理论 ............................................................................................ 12 第3章 HTD公司发展外部环境分析 ........................................................................... 15 3.1 宏观环境分析 ....................................................................................................... 15 3.1.1 政治环境分析 ................................................................................................ 15 3.1.2 经济环境分析 ................................................................................................ 16 3.1.3 社会环境分析 ................................................................................................ 18 3.1.4 技术环境分析 ................................................................................................ 19 3.2 行业环境分析 ....................................................................................................... 20 3.2.1 供应商讨价能力 ............................................................................................ 20 3.2.2 购买者的还价能力 ........................................................................................ 21 VI 3.2.3 新进入者的威胁 ............................................................................................ 21 3.2.4 替代品等的潜在威胁 .................................................................................... 22 3.2.5 行业竞争对手 ................................................................................................ 23 第4章 HTD公司发展战略SWOT分析及结果 ......................................................... 25 4.1 HTD公司概况 ...................................................................................................... 25 4.2 HTD公司发展战略SWOT分析 ........................................................................ 26 4.2.1 优势分析 ...................................................................................................... 26 4.2.2 劣势分析 ...................................................................................................... 27 4.2.3 机遇分析 ...................................................................................................... 28 4.2.4 挑战分析 ...................................................................................................... 28 4.2.5 SWOT分析 .............................................