碧寨金戈地方特色农产品电商运营模式研究
Research on e-commerce operation mode of local characteristic agricultural
products in bizhai Jinge
Abstract
In recent years, the country's encouragement and support for rural agricultural products
e-commerce has been increasing, family farms, fresh supermarkets and other agricultural
specialty e-commerce forms continue to appear, B2B, B2C, O2O and other agricultural
products e-commerce mode unexpectedly appeared, rural Taobao, government e-commerce
office, township e-commerce service station and other projects in the arrival and entry, To
varying degrees, it drives the development of rural local agricultural products e-commerce, and
the transaction scale of rural e-commerce continues to expand.
And bizhai Jinge native products processing plant before the sales of products to offline
sales (step-by-step distribution mode) and generation processing, e-commerce is only auxiliary.
From the perspective of the development trend of network e-commerce, it is inevitable for
enterprises to gain insight into the development trend of the industry and integrate into the
development tide of e-commerce to open up the sales market, broaden the revenue channels and
realize the increase of output value. So how to combine the existing theoretical research basis
and successful practice cases, deeply analyzes the problems existing in the enterprise and
development opportunities, to build a suitable for their own actual e-commerce mode and
guarantee the smooth implementation success, for the local farmers influence of the sales
promotion, the future development of the enterprise even the peasants' income is of great
significance.
In this paper,bizhai Jinge native products processing plant as an example, a comprehensive
analysis of the current local agricultural products related to e-commerce typical models,
successful practice cases, summed up the connotation of the e-commerce model, specific
practical application, key success factors, profitability and other important factors. At the same
time, the internal and external environment of Bizhai Jinge native products processing plant
was deeply analyzed, and the advantages, disadvantages, opportunities and threats of the
enterprise were summarized. According to Peter Weill's electronic commerce atomic model
theory, the strategic objectives, revenue and profit sources, key success factors and core
capabilities of the enterprise were further identified. As a basis for enterprises to build a
realistic e-commerce mode, and put forward from the Angle of different levels and safeguard
measures and Suggestions, to help local farmers special products enterprise find the right
e-commerce model, control model corresponding with swallow the short board, optimization of
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大连理工大学专业学位硕士学位论文
train of thought and successful application of at the same time for other electrical business
model of the agricultural special local enterprises choose to provide the reference.
Key Words： E-commerce; Model construction and application；Local specialty
agricultural products;
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碧寨金戈地方特色农产品电商运营模式研究
目录
摘 要.............................................................................................................................I
Abstract ............................................................................................................................. II
1 绪 论............................................................................................................................ 1
1.1 研究背景及意义............................................................................................... 1
1.2 国内外相关研究综述....................................................................................... 2
1.2.1 国内研究现状综述................................................................................ 2
1.2.2 国外研究现状综述................................................................................ 3
1.3 主要研究内容及方法....................................................................................... 4
1.3.1 研究内容................................................................................................ 4
1.3.2 研究思路................................................................................................ 4
1.3.3 研究方法................................................................................................ 5
2 农产品电子商务发展模式基础理论.......................................................................... 7
2.1 地方特色农产品电子商务概念....................................................................... 7
2.1.1 地方特色农产品概念及特点................................................................ 7
2.1.2 地方特色农产品电子商务概念及特点................................................ 7
2.2 农村电子商务模式介绍及运营实践范例....................................................... 8
2.2.1 农村电子商务模式................................................................................ 8
2.2.2 典型实践案例模式................................................................................ 8
2.2.3 京东农场.............................................................................................. 10
2.3 电子商务原子模式理论................................................................................. 10
2.3.1 电子商务原子模式理论概念.............................................................. 10
2.3.2 各类原子模式的要素组成.................................................................. 11
2.3.3 原子模式之间的协调与冲突.............................................................. 15
2.3.4 原子模式优势与局限性...................................................................... 16
3 碧寨金戈土特产品加工厂电子商务发展现状及存在问题.................................... 18
3.1 碧寨金戈土特产品加工厂介绍..................................................................... 18
3.1.1 碧寨金戈土特产品加工厂企业及产品简介...................................... 18
3.1.2 企业近年发展情况.............................................................................. 18
3.2 碧寨金戈土特产品加工厂电子商务发展现状............................................. 19
3.3 碧寨金戈土特产品加工厂电子商务发展存在问题..................................... 20
3.3.1 电商市场意识不强.............................................................................. 20
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