【作者】 罗艳；

【导师】 王青；

【作者基本信息】 西北农林科技大学 ， 农业经济管理， 2012， 硕士

【摘要】 电子商务的发展给农产品零售市场带来了新的变化，出现了农产品网络零售，在实践发展中农产品网络零售也遇到了很多问题，理论上也没有讨论行业发展模式。本文建立在实践调查的基础上，具体探讨农产品网络零售模式及其发展策略。该研究的进行既丰富了农产品市场的研究内容，同时有助于农产品市场信息对称、农户增收和简化市场操作。对352家相关网站调查的数据分析得出，目前国内农产品网络零售主要是个体经营与企业经营并存的形式，并且集中在农业和经济发达的地区。零售商在经营时期遇到的问题主要是客户需求多样、经营成本高、物流压力大和市场规模小，其更深层次的原因是农产品标准化、供应链和零售组织规模的问题。从供应链一体化程度和零售组织企业化程度的角度出发，得出农产品网络零售的四种模式。运用波特五力模型，分析出行业状态，并结合行业状态，运用SWOT分析各模式的发展策略。在实证分析方面，以“菜管家”作为案例，分析其销售流程和采购存储流程，其具有良好业绩的同时，也面临消费者习惯难以改变、农产品特殊性风险、高成本和利润空间下降的难题。综合分析，文章得出结论：农产品网络零售目前处于起步阶段，存在“农户+企业”、农户直销、“批发市场+个体”和“批发市场+企业”四种模式，行业利润水平中等，但是竞争较为激烈。“农户+企业”模式的内部优势和外部机会很明显，实施以SO-增长型为主的策略较合适；农户直销模式较为适合ST-多种经营策略；“批发市场+个体”和“批发市场+企业”两种模式实施WO-扭转型的战略较为合适。“农户+企业”模式在农产品损失率、农民对市场信息的了解以及农户增收方面都有较高的贡献，是比较优越的模式。由于行业发展的特殊性，企业或者组织需采取加大宣传力度、制定产品标准、开发其余业务来规避行业的风险，在发展过程中良好的供应链管理是决定胜败的关键因素。更多还原

【Abstract】 Electronic commerce brought new changes-online retailing of agricultural products-tothe agricultural products retailing market, but no model and strategy have been talked about tothis industry. On the basement of survey, this paper classifies agricultural products onlineretailing model and development strategy. On the first hand, this research can enrichagricultural products field, on the hand it’s helpful to agricultural products research, peasants’income increase and simplify market operating.There’re352websites, both individual and enterprise exist, mainly in the economicallydeveloped areas. The problems encountered by the retailers in the operation period are:variety needs of customers, high operation costs, logistic pressure and small market scale.Deeper reasons are agricultural products standardization, supply chain management and retailorganization scale. From the angel of the extent of supply chain integration and retailingorganization in corporatization, there are four models. Before we talk about industry strategy,this paper uses Porter’s five forces to analyze the current state. Under this state, SWOT modelis used to analyze development strategy. To verify all the theories, uses “Caiguanjia” as a case,and draws out the sale procedure and purchase storage procedure.“Caiguanjia” has goodperformance, but also faces the problem of consumer habits difficult to change, theparticularity risk of agricultural products, high costs and profit margins decline and so on.This paper gets the following conclusions: this industry is on the start period and fourmodels are “peasants+enterprise”, peasants household direct sale,“wholesale market+individuals” and “wholesale market+enterprise”. Industry profit level is medium butcompetition is more intense. The “peasants+enterprise” should takes SO-growth-basedstrategy due to its internal strengths and external opportunities; ST-a variety of businessstrategy is suitable for peasants household direct sale model; WO-reverse type of strategy issuitable for both “wholesale market+individuals” and “wholesale market+enterprise”. It’sthe “peasants+enterprise” that is more powerful in market control, has higher market share,and can help to increase peasants’ income, so should encourage development of this model.Due to the particularity of the industry development, enterprise or organization needs tointensify propaganda, develop product standards and develop the remaining business to avoid the risk of the industry. Supply chain management is the key factor in determining victory ordefeat during developing period.更多还原