我国乳品电子商务运营模式研究

Study on the operation mode of dairy e-commerce in China

本文基于我国乳品电子商务,对其运营模式和特点进行了分析。通过分析乳品生产总量及乳品电子商务市场现状,找出我国乳品电子商务运营模式的特点,包括原产地直销模式、乳品类电商平台营销模式、移动电子商务运营模式和乳品电子商务发展的显著问题,同时提出建立乳品O2O社区、立式+O2O模式、基于微信的乳制品移动电子商务模式以及其他新的乳制品电子商务操作模式,提出乳品电子商务运营模式的设计应关注的重点问题。

Based on the e-commerce of dairy products in China, this paper analyzes its operation mode and characteristics. By analyzing the total amount of dairy production and the current situation of dairy e-commerce market, this paper finds out the characteristics of the operation mode of dairy e-commerce in China, including the direct selling mode of origin, the marketing mode of dairy e-commerce platform,and the operation mode of mobile e-commerce, and finds out the prominent problems in the development of dairy e-commerce. At the same time, it puts forward the establishment of dairy O2 O community, vertical + O2 O mode and micro based mode. The new dairy e-commerce operation mode, such as dairy mobile e-commerce mode of the information platform, is put forward. Finally, the key issues that should be paid attention to in the design of dairy e-commerce operation mode are put forward.