果类农产品电子商务问题及对策研究——以赣南脐橙为例

摘要随着社会经济的发展，我国农产品的交易方式也发生了重大变化，从传统的农业模式逐渐转化为以电子商务为中心的商业模式。在此过程中，赣南脐橙的电子商务发展进程也相对应的出现了许多的问题。本论文基于当前赣南脐橙电子商务发展过程中存在的问题。主要以基础设施较差、服务体系不健全、电商物流水平较低、农村电子商务人才匮乏、没有利用好品牌效应及规模生产不足这些方面问题进行分析。采用案例分析法及文献研究法进行研究，再通过对果品农产品的电子商务的有关理论进行了论述，结合当前赣南脐橙产业现状和电子商务发展状况分析了其存在的问题，然后从赣南脐橙电子商务发展角度提出加强基础设施建设、加强品牌建设、培养专业人才、推出“线上+线下”融合式直播、构建一体化赣南脐橙电子商务平台的对策及建议，希望通过电商销售农产品促进农村经济发展，提高农户收入。关键词：果类农产品；电子商务；赣南脐橙AbstractWith the development of social economy,the trading methods of agricultural products in China havealso undergone significant changes,gradually transforming from traditional agricultural models to e-commerce centered business models.During this process,many problems have also arisen in the e-commerce development process of Gannan navel orange.This paper is based on the problems that exist inthe current development process of Gannan navel orange e-commerce.The analysis mainly focuses onissues such as poor infrastructure,inadequate service system,low level of e-commerce logistics,shortageof rural e-commerce talents,failure to fully utilize brand effects,and insufficient scale production.Usingcase analysis and literature research methods,this study discusses the relevant theories of e-commerce forfruit and agricultural products,and analyzes the existing problems based on the current status of Gannannavel orange industry and e-commerce development.Then,from the perspective of Gannan navel orangee-commerce development,it proposes to strengthen infrastructure construction,strengthen brand building,cultivate professional talents,and launch a "online+offline"integrated live broadcast The countermeasuresand suggestions for building an integrated Gannan navel orange e-commerce platform aim to promoterural economic development and increase farmers'income through e-commerce sales of agriculturalproducts.Key words:fruit agricultural products;Electronic commerce;Jiangxi navel orange目录言41.1研究的背景..71.2研究的意义.71.3研究的基本思路和方法72农产品电子商务相关概念82.1电子商务概念及主要特征2.2农产品电子商务的含义.92.3我国农产品电子商务模式103赣南脐橙电子商务发展现状…103.1赣南脐橙电子商务的现状103.2赣南脐橙电子商务发展环境分析3.3赣南脐橙电子商务发展优、劣势分析..113.4赣南脐橙电子商务发展机遇分析..124赣南脐橙电子商务发展中存在的问题.124.1基础设施较差.134.2服务体系不健全…134.3电商物流水平较低134.4农村电子商务人才匮乏…134.5没有利用好品牌效应…134.6规模化生产不足.145对赣南脐橙电子商务发展的建议…145.1加强基础设施建设，延长产业链.145.2加强品牌建设，提升品牌质量.155.3培养专业人才，提高电商服务能力.155.4推出“线上+线下融合式直播.165.5构建一体化赣南脐橙电子商务平台166结论….16参考文献...…18致谢...19