荆门市农产品电子商务销售模式研究

荆门市农产品电子商务销售模式研究摘要随着信息水平的不断提高，电子商务迅速开展，并从工业领域扩展到农业领域。然而许多农户和农业企业对农产品电子商务一无所知或知之甚少，从而失去了利用互联网提高效率、增加收入的机会。本文围绕农产品电子商务销售模式这一主题，对电子商务的基本理论、市场营销的理论、农产品传统销售模式进行了分析，然后对荆门市电子商务销售模式的构建、应用和管理进行研究，并提出了建议。农产品电子商务是指买卖双方之间利用计算机网络，按照一定标准进行的农产品贸易活动。与工业产品不同，农产品生产受生物自身生长条件的限制，具体周期性、季节性、不易存储、物流配送要求高等特点。同时，农户和农业企业自身文化素质较低，抗风险能力弱，对网上交易的安全要求高。所以开展农产品电子商务需要有更快的网站更新速度，使顾客随时了解产品的生长状况；需要有更高的物流配送设备，使产品保鲜、保质、快速、准确地运送到购买者手中；需要有更安全的网上交易条件，尽量做到更加安全和方便易懂。开展农产品电子商务销售能够减轻对实物基础设施和人员的依赖；做到信息快速准确传播，减少信息不对称；扩大市场规模；减少销售环节，提高农业经济效率。发展农产品电子商务销售，却要具备相应的条件，如：网络基础设施和上网农户、特色网站网页、农村综合信息服务点、农村信息队伍、网上银行、物流配送、交易安全等等。基于现阶段农产品电子商务的环境条件，适用的农产品电子商务销售模式有：农业企业自身发展农产品电子商务销售平台加自身物流配送、农业企业自身发展农产品电子商务销售平台加第三方物流、第三方农产品电子商务销售平台加自身物流配送、第三方农产品电子商务销售加第三方物流配送。农户和农业企业可以根据资金规模、认知水平、人员素质等自身条件来选择适合自己的模式。关键词：电子商务市场营销农产品电子商务农产品电子商务销售模式abstractWiththeincreasinglevelsofinformation,e-commercecarriedoutrapidlyandextendedtotheagriculturalsectorfromtheindustrialsector.However,manyfarmersandagriculturalenterprisesofagriculturalproductse-commerceignoranceorpoorlyunderstood,thuslosingtheopportunitytousetheInternettoimproveefficiencyandincreaserevenue.Thispaperfocusesonthemodeofe-commercesalesofagriculturalproductsthistheme,thebasictheoryofe-commerce,marketingtheory,agriculturaltraditionalsalesmodel,andthentheconstruction,applicationandmanagementofJingmenCitye-commercesalesmodeltostudyandproposerecommendations.Agriculturale-commerceisthetradeofagriculturalproductsbetweenthesellerandtheuseofcomputernetworks,accordingtoacertainstandard.Productionofagriculturalproducts,industrialproducts,subjecttothelimitationsofbiologicalgrowthconditions,specificcyclical,seasonal,easytostorage,logisticsanddistributionrequirementsofcharacteristics.Thesametime,farmersandagriculturalenterpriseslowerthequalityoftheirownculture,weakanti-riskcapability,highsecurityrequirementsforonlinetransactions.Tocarryoutagriculturale-commerceneedsfastersiteupdatespeed,allowingcustomerstokeepabreastofthegrowthstatus;higherlogisticsequipment,theproductfreshandgoodquality,fastandaccuratedeliverytothebuyer;saferonlinetradingconditions,trytomakeitmoresecureandeasytounderstand.Tocarryoute-commercesalesofagriculturalproductstoreducethedependenceofphysicalinfrastructureandpersonnel;toachievefastandaccurateinformationdissemination,reduceinformationasymmetry;expandthemarketsize;reducesalescycles,improvetheefficiencyoftheagriculturaleconomy.Havetohavetheappropriateconditionsforthedevelopmentofe-commercesalesofagriculturalproducts,suchas:networkinfrastructureandInternetfarmers,specialtywebsitepages,ruralintegratedinformationservicepoints,ruralinformationteam,onlinebanking,logisticsanddistribution,transactionsecurity,andsoon.Environmentalconditionsbasedonthepresentstageofagriculturalproductse-commerce,theapplicableagriculturale-commercesalesmodelhave:agriculturalenterprisesdevelopmentofagriculturale-commercesalesplatformplusitsownlogisticsanddistribution,agribusinessdevelopmentplatformofe-commercesalesofagriculturalproductsandthird-partylogistics,third-partyagriculturalproductsE-commercesalesplatformplusitsownlogisticsanddistribution,third-partye-commercesalesofagriculturalproducts,plusthird-partylogisticsanddistribution.Farmersandagriculturalenterpriseschoosetherightmodetosaleproductsbasedonthesizeoffunds,cognitivelevel,thequalityofpersonnelandsoon.Keywords:e-commerce;marketing;e-commerceofagriculturalproducts;agriculturalproductse-commercesalesmodel-1-目录一、绪论.....................................................................................4（一）研究背景.........................................................................4（二）研究意义.........................................................................4（三）国内外农产品电子商务销售研究综述............................6（四）本文研究的创新点..........................................................7二、农产品销售和电子商务的相关理论...................................8（一）农产品市场营销的特点..................................................81、电子商务的概述....................................................................82、电子商务的基本构成..........................................................103、电子商务的模式..................................................................114、本文对农产品电子商务模式的分类...................................135、市场营销的概念..................................................................146、农产品市场营销活动的特点...............................................15（二）农产品市场营销的理念................................................161、绿色营销.............................................................................162、网络营销.............................................................................173、品牌营销.............................................................................19（三）电子商务在市场营销中的作用.....................................191、有利于降低成本..................................................................202、有利于增加销售商机..........................................................20-2-3、有利于实现全程销售目标..................................................204、有利于满足顾客需求..........................................................215、具有高效性.....................................