基于IP化运营的农村电子商务体系构建研究

The Research on the Construction of Rural E-commerce System Based on IP Operation

随着农村互联网建设的加强,农村电子商务的发展呈上升趋势。农村电子商务是我国社会经济发展的重点,在利用互联网多渠道发展农村电商的同时,需要增强农村电商个性化、品质化、内涵式的核心竞争优势。本文阐述了农村电子商务模式和基于IP化运营模式的特点,给出了农村电商IP的设计和开发思路,指出要结合区域农村电商自身特色做好定位,通过转化与推广形成规模经济,最后分析了IP综合运营管理以及IP风险管理策略。

With the enhanced Internet construction in rural areas,E-commerce in rural areas is developing well.Rural E-commerce is the focus of China’s social and economic development.While using the Internet to develop rural E-commerce through multiple channels,it is necessary to enhance the competitive advantages of personalization and quality,connotative core in rural E-commerce.This paper expounds the characteristics of rural e-commerce mode and IP based operation mode,gives the design and development ideas of rural e-commerce IP,points out that it is necessary to make a good positioning according to the characteristics of regional rural e-commerce,and forms scale economies through transformation and promotion.At last,it analyzes the IP integrated operation management and IP risk management strategies.