区域特色农产品B2B电商平台发展的关键影响因素分析——以云南鲜切花为例

Key Influencing Factors for the Development of B2B E-commerce Platform of Regional Characteristic Agricultural Products--Taking Yunnan Fresh Cut Flowers as an Example

农产品电商虽有一定程度的发展,但多数平台却面临使用率低、经营状况差等问题,究其原因是互联网思维没有和农产品生产流通业态融合,缺乏对平台影响因素的认识。选取区域特色农产品B2B电商平台为研究对象,以云南鲜切花为例,采用扎根理论,通过开放性编码、主轴性编码和选择性编码的三级编码过程,发现B2B电商平台受供货、交易、购买和环境等四类关键因素的影响,并在此基础上对平台发展的难点问题进行了分析,从而提出平台应该完善供货端服务、健全平台运营机制、强化购买商的服务与合作,地方政府要做好政策扶持和各类体系的建设等对策和建议。

Although e-commerce of agricultural products has a degree of development,most platforms are facing with problems such as low utilization rate and poor management.The reasons are that the Internet thinking has not integrated with the production and circulation of agricultural products,and there is a lack of understanding of influencing factors of the platform.Selecting the regional characteristic of agricultural products of B2 B electric business platform as the research object,taking fresh cut flowers in Yunnan province as an example,using grounded theory,through open coding,spindle coding and selective coding of the three-level coding process,it was found that B2 B e-commerce platform was affected by four key factors,including supply,trading,purchase and environment,and the difficulties of platform development were analyzed accordingly.Finally,countermeasures and suggestions were proposed that platform enterprise should improve the delivery service,perfect the platform operating mechanism,strengthen the service and cooperation of buyers,and local government should increase policy support and all kinds of system construction and so on.