發(fā)布時(shí)間：2018-02-22 19:14

  本文關(guān)鍵詞： 生鮮農(nóng)產(chǎn)品 網(wǎng)絡(luò)營(yíng)銷 模式 策略 物流促進(jìn)　出處：《重慶交通大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著電子信息化時(shí)代的到來(lái)，網(wǎng)絡(luò)環(huán)境的不斷完善，生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷正以新鮮、高效、優(yōu)質(zhì)的特點(diǎn)吸引著消費(fèi)者。企業(yè)商家、農(nóng)產(chǎn)品生產(chǎn)者都希望盡快投入這一新興領(lǐng)域拓展銷售渠道，完善自身商業(yè)體系，借助網(wǎng)絡(luò)的力量達(dá)到銷售目的�，F(xiàn)存生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷物流模式發(fā)展不完善、生鮮物流服務(wù)水平不高等問(wèn)題出現(xiàn)使得商家、物流企業(yè)及消費(fèi)者的需求難以獲得滿足，阻礙生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷進(jìn)一步發(fā)展。在生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷環(huán)境下，物流模式如何組織，物流環(huán)節(jié)如何運(yùn)轉(zhuǎn)才能更大地發(fā)揮物流促進(jìn)作用，保障生鮮農(nóng)產(chǎn)品質(zhì)量、優(yōu)化商家運(yùn)營(yíng)及維護(hù)消費(fèi)者權(quán)益是值得研究的問(wèn)題。 本文依據(jù)理論研究，優(yōu)化改進(jìn)，最后應(yīng)用研究進(jìn)行案例分析的順序，進(jìn)行生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷的物流促進(jìn)研究：首先，全面分析現(xiàn)有生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷模式的物流運(yùn)作、現(xiàn)狀及問(wèn)題，得出物流促進(jìn)內(nèi)涵；然后，圍繞物流促進(jìn)內(nèi)涵應(yīng)用生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷第三方物流平臺(tái)進(jìn)行生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷的物流促進(jìn)模式分析，接著針對(duì)物流促進(jìn)模式的物流功能，提出生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷的物流促進(jìn)策略；最后進(jìn)行生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷的物流促進(jìn)案例分析，進(jìn)行物流促進(jìn)流程設(shè)計(jì)及分析，應(yīng)用灰色關(guān)聯(lián)度分析方法對(duì)生鮮物流配送點(diǎn)進(jìn)行評(píng)價(jià)分析，優(yōu)化案例主體物流運(yùn)營(yíng)，起到了物流促進(jìn)生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷的作用。 通過(guò)上述對(duì)生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷物流促進(jìn)模式及物流功能促進(jìn)策略的研究，改進(jìn)了生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷過(guò)程中物流所存弊端，提升物流功能地位，充分體現(xiàn)物流促進(jìn)模式的優(yōu)勢(shì)。生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷物流促進(jìn)模式及物流功能促進(jìn)策略不僅可以使物流變得更有效率，還提升了商家的運(yùn)營(yíng)效益，為消費(fèi)者提供更大的購(gòu)物保障。同時(shí)研究為從事生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷商家及物流企業(yè)提供一個(gè)清晰的思路，更好地定位自身物流策略與物流服務(wù)水平，指明未來(lái)發(fā)展與研究方向。
[Abstract]:With the arrival of the electronic information age and the continuous improvement of the network environment, the network marketing of fresh agricultural products is attracting consumers with the characteristics of freshness, efficiency and quality. Producers of agricultural products hope to invest in this new field as soon as possible to expand their marketing channels, perfect their own business systems, and achieve their sales objectives with the help of the network. The existing logistics model of network marketing for fresh agricultural products is not perfect. The low level of fresh logistics service makes it difficult to meet the needs of merchants, logistics enterprises and consumers, and hinders the further development of the network marketing of fresh agricultural products. It is worth studying how to organize the logistics mode and how to run the logistics link to play the role of logistics promotion, to ensure the quality of fresh agricultural products, to optimize the business operation and to maintain the rights and interests of consumers. Based on the theoretical research, optimization and improvement, the last application of the study on the sequence of case analysis, fresh agricultural products network marketing logistics promotion research: first, a comprehensive analysis of the existing fresh agricultural products network marketing mode of logistics operation, The current situation and problems, the logistics promotion connotation; then, around the logistics promotion connotation of fresh agricultural products network marketing third-party logistics platform for fresh agricultural products network marketing logistics promotion model analysis, Then aiming at the logistics function of logistics promotion mode, the paper puts forward the logistics promotion strategy of fresh agricultural products network marketing; finally, the logistics promotion case analysis of fresh agricultural products network marketing is carried out, and the logistics promotion process design and analysis are carried out. The grey correlation degree analysis method is used to evaluate and analyze the distribution points of fresh products and optimize the logistics operation of case subjects, which plays the role of logistics to promote the network marketing of fresh agricultural products. Through the above research on the logistics promotion mode and logistics function promotion strategy of fresh agricultural products network marketing, the disadvantages of logistics in the process of fresh agricultural products network marketing are improved, and the logistics function status is promoted. Logistics promotion mode and logistics function promotion strategy can not only make logistics become more efficient, but also improve the business operation benefit. At the same time, the research provides a clear idea for the network marketing of fresh agricultural products and logistics enterprises, better positioning their own logistics strategy and logistics service level, To point out the future development and research direction.
【學(xué)位授予單位】：重慶交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F323.7

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