【作者】 刘玲；

【导师】 刘惠英；

【作者基本信息】 南京农业大学 ， 农村与区域发展， 2014， 硕士

【摘要】 饮食的多样性使农产品市场体系发生着改变,具体反映在消费者对食品安全的关注和更优质的农副产品的需求上。农户以种植粮食为主转向增值类农产品的生产,例如水果、蔬菜等健康类特色农产品,地方优质的特色农产品具有广阔的市场前景。但由于目前特色农产品生产和销售组织化程度较低,交易方式比较单一,市场竞争优势并不突出；再者特色农产品流通环节的供求信息不对称、销售渠道不畅通等使特色农产品被限制在原产地,无法迈入大市场大流通,生态农业的引导功能也未被充分体现,特色农产品产业发展和优化升级面临巨大考验。而电子商务作为一种新型贸易模式,破除了时空上的壁垒,它可提供丰富的信息资源,改变农户生产及经营、管理的活动,使特色农产品的生产、加工、包装、配送、销售等各个环节有效整合,进一步提高特色农产品的市场竞争力,拓展市场优势,最终实现农民增收。本文以上海马陆葡萄电子商务发展的实际情况出发,对电子商务的交易成本及相关理论要素进行了梳理及分析,首先对农产品电子商务和特色农产品的概念进行了理论界定,然后对上海马陆葡萄开展电子商务的现状及存在问题进行了分析。通过实证数据,对影响上海马陆葡萄开展电子商务的因素进行分析,在分析上海马陆葡萄电子商务模式的基础上,对上海马陆葡萄电子商务模式的交易平台提出了整合与创新,通过发达国家及地区相关经验的学习和借鉴,对进一步促进上海马陆葡萄电子商务的发展提出了若干对策：如政府相关部门应进一步推动农村电子商务的普及,增强农户开展电子商务的信心；依托农民合作组织的功能大力发展电子商务；加强农产品的标准化运作和品牌化认证工作；完善农产品物流体系的建设,引导第三方物流的发展；推广基于物联网技术的特色农产品电子商务的创新等,并通过整合创新了上海马陆葡萄电子商务交易平台模式。旨在为推动上海马陆葡萄开展电子商务、促进特色农产品的流通、加快特色农产品电子商务的发展提供可行依据和对策。更多还原

【Abstract】 The market system is changed due to the diet diversity of agricultural products, specifically reflected in the consumers’ concerns about food safety and the needs for a better quality agricultural product. Farmers shift their attention from growing food to the production of valued-based agricultural products, such as fruits, vegetables and other healthy agricultural products, for high quality agricultural products with local characteristics have broad market prospects. However, due to the following reasons, the specialized agricultural products face a great challenge concerning its development and upgrade, like the current production of specialized agricultural products, low degree of marketing organization and relatively simple ways of transactions, which make the competitive advantage not prominent; Furthermore, the asymmetry of the demand information for the specialized agricultural products’circulation and the sales channel limited to the original origin also make it hard to get into the big market, as a result, the function of guidance to the ecological agriculture is also not fully reflected, the development of the specialized agricultural products industrial upgrading is facing enormous challenges. The e-commerce, as a new business model, can get rid of the barriers of time and space; it can provide a wealth of information resources and change the activities of farmers’ production and management of the products, which makes the link of production, processing, packaging, distribution, marketing for the specialized agricultural products more integrated and it has improved the market competitiveness of local agricultural products, expanded market advantage, and ultimately increased farmers’ income.This paper is based on the current situation of the e-commerce development of Malu Grape as well as the sorting and analysis of the transaction costs and related theories. Firstly, the author gives a theoretical definition of the e-commerce agricultural products and specialized agricultural products, and then he analyzes the current situation and problems faced by the e-commerce of Malu Grape in Shanghai.Through the empirical data, this paper analyzes the factors affect the e-commerce development of Malu Grape, and on the basis of analyzing, it puts forward the integration and innovation regarding to the e-commerce model. Through the relevant experience from developed countries and regions, it proposed several measures so as to promote the development of e-commerce, such as relevant government departments should further promote the popularity of e-commerce in rural areas and strengthen the confidence of farmers to carry out e-commerce; E-commerce should be developed by relying on the farmers’ cooperative organization; the standardized operations of agricultural products and the work of brand identification can be strengthened; the improvement of the construction of agricultural logistics system and the development of third-party logistics can be guided; the promotion of innovation based on the agricultural e-commerce and other network technology so as to innovate an e-commerce trading platform for Malu Grape in Shanghai by integration. This paper aims to provide a viable basis and strategy for e-commerce by promoting the development of e-commerce for Malu Grapes, promoting the circulation of local agricultural products, and accelerating the development of local agricultural products.更多还原