电子商务是现代社会发展的必然趋势,也是农产品获得新的利润增长点的有效商业模式。“镇宁蜂糖李”作为一个新兴的农产品品牌,如何利用电子商务做强品牌,如何更好地适应互联网时代,是“镇宁蜂糖李”发展的重要问题,对于这一问题的研究...电子商务是现代社会发展的必然趋势,也是农产品获得新的利润增长点的有效商业模式。“镇宁蜂糖李”作为一个新兴的农产品品牌,如何利用电子商务做强品牌,如何更好地适应互联网时代,是“镇宁蜂糖李”发展的重要问题,对于这一问题的研究具有理论意义和实践意义。本文采用案例研究法,对“镇宁蜂糖李”的电子商务策略进行了分析研究。利用4P营销理论对“镇宁蜂糖李”的电子商务发展现状进行了分析,发现“镇宁蜂糖李”存在电商配套基础设施有待提升、电商渠道“小而散”,集约化程度低、电商人才短缺、电商渠道下产品质量参差不齐、缺乏互联网品牌意识等问题。针对发现的问题,分别提出了对策和建议。本文结合“镇宁蜂糖李”的实际发展状况,对品牌的电商发展提出了优化策略,为“镇宁蜂糖李”品牌电商化提供了科学思路。本研究不仅扩展了“互联网+”时代下镇宁蜂糖李的电商策略研究,也为农产品电商发展问题提出了更可靠的路径选择。Electronic commerce is an inevitable trend in modern society and an effective business model for agricultural products to gain new profit growth points. As an emerging agricultural product brand, the effective utilization of electronic commerce and adaptation to the internet era are crucial issues for the development of “Zhenning Honey Plum”. Research on this matter holds both theoretical and practical significance. This study employs a case study method to analyze and investigate the electronic commerce strategies of “Zhenning Honey Plum”. Using the 4P marketing theory, the current state of electronic commerce development for “Zhenning Honey Plum” is analyzed. It is found that “Zhenning Honey Plum” faces challenges such as inadequate infrastructure for e-commerce support, fragmented e-commerce channels with low intensification, shortage of e-commerce talents, inconsistent product quality in e-commerce channels, and a lack of internet brand awareness. Countermeasures and suggestions are proposed for each identified issue. By integrating the actual development status of “Zhenning Honey Plum”, this paper proposes optimization strategies for brand e-commerce development, providing a scientific approach for the e-commerce transformation of “Zhenning Honey Plum”. This research not only expands the study of e-commerce strategies for “Zhenning Honey Plum” in the era of “Internet plus” but also offers a more reliable path selection for the development of agricultural product e-commerce.展开更多
随着互联网时代的崛起,农产品电商发展如火如荼,特色农产品的销售渠道得以有效拓展,新的销售方式逐渐被运用,特色农产品销售量正成倍增长,农产品电子商务营销正在助力乡村振兴战略实施。本文基于乡村振兴战略大背景,梳理特色农产品电商...随着互联网时代的崛起,农产品电商发展如火如荼,特色农产品的销售渠道得以有效拓展,新的销售方式逐渐被运用,特色农产品销售量正成倍增长,农产品电子商务营销正在助力乡村振兴战略实施。本文基于乡村振兴战略大背景,梳理特色农产品电商营销的意义,从农产品生产环节、销售策略等方面了解特色农产品电子商务营销现状,旨在分析当前中国特色农产品电子商务营销面临的现实困境及挑战,研究并提出有效的特色农产品电子商务营销策略,以期增加特色农产品销售量,实现农民增收、农业增产、农村发展,加快推进乡村振兴进程,助力农业农村现代化。With the rise of the Internet era, the development of agricultural products e-commerce is in full swing, the sales channels of featured agricultural products can be effectively expanded, new sales methods are gradually used, the sales of featured agricultural products are increasing exponentially, and the e-commerce marketing of agricultural products is helping the implementation of the rural revitalization strategy. This paper is based on the background of rural revitalization strategy, combing the significance of characteristic agricultural electricity business marketing, from the aspects of agricultural production, sales strategy of agricultural e-commerce marketing situation, and aims to analyze the current Chinese agricultural e-commerce marketing facing the real dilemma and challenges, study and put forward effective characteristic agricultural e-commerce marketing strategy, in order to increase characteristic agricultural sales, realize the farmers’ income, agricultural production, rural development, accelerate the rural revitalization process and power agriculture rural modernization.展开更多
The concept of the e-marketplace is introduced.Considering a supply chain with a single manufacturer who sells a single item in an e-marketplace,an analytical model for the use of the e-marketplace in a supply chain i...The concept of the e-marketplace is introduced.Considering a supply chain with a single manufacturer who sells a single item in an e-marketplace,an analytical model for the use of the e-marketplace in a supply chain is provided.Assuming the market demand is stochastic and price-dependent,the conditions under which the manufacturer and the e-marketplace owner share the market in equilibrium is developed.The existence and uniqueness of the optimal selling price,quantity and transaction percentage are proved.An integrated supply chain is put forward,and then the efficiency of supply chain coordination is studied by comparing the integrated supply chain with the decentralized supply chain.To gain further insights on the theoretical models,extensive simulations are then carried out.展开更多
文摘电子商务是现代社会发展的必然趋势,也是农产品获得新的利润增长点的有效商业模式。“镇宁蜂糖李”作为一个新兴的农产品品牌,如何利用电子商务做强品牌,如何更好地适应互联网时代,是“镇宁蜂糖李”发展的重要问题,对于这一问题的研究具有理论意义和实践意义。本文采用案例研究法,对“镇宁蜂糖李”的电子商务策略进行了分析研究。利用4P营销理论对“镇宁蜂糖李”的电子商务发展现状进行了分析,发现“镇宁蜂糖李”存在电商配套基础设施有待提升、电商渠道“小而散”,集约化程度低、电商人才短缺、电商渠道下产品质量参差不齐、缺乏互联网品牌意识等问题。针对发现的问题,分别提出了对策和建议。本文结合“镇宁蜂糖李”的实际发展状况,对品牌的电商发展提出了优化策略,为“镇宁蜂糖李”品牌电商化提供了科学思路。本研究不仅扩展了“互联网+”时代下镇宁蜂糖李的电商策略研究,也为农产品电商发展问题提出了更可靠的路径选择。Electronic commerce is an inevitable trend in modern society and an effective business model for agricultural products to gain new profit growth points. As an emerging agricultural product brand, the effective utilization of electronic commerce and adaptation to the internet era are crucial issues for the development of “Zhenning Honey Plum”. Research on this matter holds both theoretical and practical significance. This study employs a case study method to analyze and investigate the electronic commerce strategies of “Zhenning Honey Plum”. Using the 4P marketing theory, the current state of electronic commerce development for “Zhenning Honey Plum” is analyzed. It is found that “Zhenning Honey Plum” faces challenges such as inadequate infrastructure for e-commerce support, fragmented e-commerce channels with low intensification, shortage of e-commerce talents, inconsistent product quality in e-commerce channels, and a lack of internet brand awareness. Countermeasures and suggestions are proposed for each identified issue. By integrating the actual development status of “Zhenning Honey Plum”, this paper proposes optimization strategies for brand e-commerce development, providing a scientific approach for the e-commerce transformation of “Zhenning Honey Plum”. This research not only expands the study of e-commerce strategies for “Zhenning Honey Plum” in the era of “Internet plus” but also offers a more reliable path selection for the development of agricultural product e-commerce.
文摘随着互联网时代的崛起,农产品电商发展如火如荼,特色农产品的销售渠道得以有效拓展,新的销售方式逐渐被运用,特色农产品销售量正成倍增长,农产品电子商务营销正在助力乡村振兴战略实施。本文基于乡村振兴战略大背景,梳理特色农产品电商营销的意义,从农产品生产环节、销售策略等方面了解特色农产品电子商务营销现状,旨在分析当前中国特色农产品电子商务营销面临的现实困境及挑战,研究并提出有效的特色农产品电子商务营销策略,以期增加特色农产品销售量,实现农民增收、农业增产、农村发展,加快推进乡村振兴进程,助力农业农村现代化。With the rise of the Internet era, the development of agricultural products e-commerce is in full swing, the sales channels of featured agricultural products can be effectively expanded, new sales methods are gradually used, the sales of featured agricultural products are increasing exponentially, and the e-commerce marketing of agricultural products is helping the implementation of the rural revitalization strategy. This paper is based on the background of rural revitalization strategy, combing the significance of characteristic agricultural electricity business marketing, from the aspects of agricultural production, sales strategy of agricultural e-commerce marketing situation, and aims to analyze the current Chinese agricultural e-commerce marketing facing the real dilemma and challenges, study and put forward effective characteristic agricultural e-commerce marketing strategy, in order to increase characteristic agricultural sales, realize the farmers’ income, agricultural production, rural development, accelerate the rural revitalization process and power agriculture rural modernization.
基金The National Key Technology R&D Program of China during the11th Five-Year Plan Period(No.2006BAH02A06)the Program Project of Humanity and Social Science of Ministry of Education in China(No.06JA630012)
文摘The concept of the e-marketplace is introduced.Considering a supply chain with a single manufacturer who sells a single item in an e-marketplace,an analytical model for the use of the e-marketplace in a supply chain is provided.Assuming the market demand is stochastic and price-dependent,the conditions under which the manufacturer and the e-marketplace owner share the market in equilibrium is developed.The existence and uniqueness of the optimal selling price,quantity and transaction percentage are proved.An integrated supply chain is put forward,and then the efficiency of supply chain coordination is studied by comparing the integrated supply chain with the decentralized supply chain.To gain further insights on the theoretical models,extensive simulations are then carried out.
