【作者】 陈瑞清；

【导师】 华启清；

【作者基本信息】 福建农林大学 ， 农业推广硕士（专业学位）， 2018， 硕士

【摘要】 目前,随着电子商务在农村的推进,互联网与农村的关系日益密切。“互联网+”的发展,让传统落后的村镇与村民迅速进入了信息化的新时代。我国淘宝村数量增长速度惊人,从2009年的3个发展到2018年的3202个,显示了蓬勃向上的生命力,并带动周边村庄共同发展,进一步催生淘宝镇、淘宝村集群。淘宝村作为中国农村重要的一种经济形式,获得了很多学者、媒体、专家的关注。本文运用了问卷调查、案例分析等多种方法对石狮淘宝村进行研究。全文内容分七个章节。第一章绪论部分,阐明研究背景、目的和意义,并对文献进行回顾。第二章介绍了淘宝村相关概念及理论基础。第三章采用问卷调查法,研究石狮淘宝村的发展现状、优势。第四章分析石狮淘宝村发展存在的问题。第五章采用案例分析法,对广州里仁洞淘宝村和晋江淘宝村集群的先进做法进行分析归纳,找出共性经验以供石狮参考。第六章针对石狮淘宝村的问题,提出相应的发展策略。第七章归纳本文的主要研究结论,对未来进行展望。本文的主要结论:(1)淘宝村的发展方向将会向着产业集群的模式进步。(2)淘宝村的同质化生产竞争严重,要加强原创设计能力,实施差异化竞争策略,增强设计能力,细分目标人群。(3)淘宝村电商人员缺乏电商专业知识,要加强内部培训学习,构建外部培训体系。(4)农户品牌意识薄弱,要加强人才体系建设,结合石狮市产业,创新品牌战略。(5)电商服务配套不完善。要政策引导扶持,完善电商服务业建设,疏通电商上下游关系,成立电商培训学院,引入更多的产业链。更多还原

【Abstract】 At present,with the promotion of e-commerce in rural areas,the relationship between the Internet and rural areas is becoming increasingly close.The development of "Internet +" has brought traditional backward villages and villagers into a new era of information technology.The number of Taobao villages in China has grown at an alarming rate,from 3 in 2009 to 3,202 in 2018,which shows a vigorous vitality and promotes the common development of surrounding villages,further promoting the emergence of Taobao Town and Taobao Village Cluster.Taobao Village,as an important economic form in rural China,has attracted the attention of many scholars,media and experts.This paper uses questionnaires,case studies and other methods to study.The full text is divided into five chapters.The first chapter introduces the background,purpose and significance of the study,and makes a literature review.The second chapter introduces the relevant concepts and theoretical foundation of Taobao village.The third chapter adopts the questionnaire survey method to study the development status and characteristics of Taobao village.The fourth chapter analyzes the problems existing in the development of Taobao village.The fifth chapter uses case analysis method to analyze and summarize the advanced practices of Taobao Village in Lirendong,Guangzhou and Taobao Village in Jinjiang,and to find common experiences for reference.The sixth chapter puts forward the corresponding development strategy aiming at the problems and causes of Taobao village.The seventh chapter summarizes the main conclusions and prospects for the future.The main conclusions of this paper are as follows:(1)The development direction of Taobao village will be toward the mode of industrial cluster.(2)The homogeneous production competition is serious.It is necessary to strengthen the original design ability,implement differential competition strategy,enhance the design ability and subdivide the target population.(3)Taobao Village e-commerce personnel lack e-commerce expertise,strengthen internal training and study,and build external training system.(4)Farmers’ brand awareness is weak,we should strengthen the construction of talent system,combining Shishi’s industry,innovating brand strategy.(5)Incomplete supporting services for e-commerce,policy guidance and support,improve the construction of e-commerce service industry,dredge the relationship between upstream and downstream e-commerce,establish e-commerce training institute,and introduce more industrial chains.更多还原