农村淘宝电子商务营销策略研究

摘要如何提高农民经济收入，提升农民生活水平，是中国各级政府和专家学者所普遍关心的问题。而农产品的电子商务可以帮助农民扩大交易市场，增加成交机会，同时节约交易时间，提高交易效率。通过与各地政府合作，以电子商务平台为基础（cun.taobao.com）,搭建县级和村级的服务网络，突破物流、信息流的瓶颈，实现“网贷下乡”和“农产品进城”双向流通功能的农村淘宝是解决我国农业发展瓶颈和农村生活贫困的重要途径。

本文以农村淘宝电子商务服务平台为对象，结合国内外农村电子商务的研究，以解决“增产不增收”、“买贵卖难”问题为目标，利用定性和定量相结合的研究方法，对农村淘宝的营销策略进行了分析探讨。首先总结我国电子商务的发展和研究现状，并依次介绍了本论文的研究内容、技术路线和论文的创新点。其次对农产品的电子商务现状进行研究，分析了影响消费者网购农产品的因素，同时对农村网购消费现状进行了研究，并基于消费者行为理论对其消费行为特征进行分析。在此基础上，提出了农村淘宝平台上的农产品和城市商品的营销策略。最后，结合当前新农村建设，给予农村淘宝的发展提供了相关建议。47904

Abstract

How to improve the farmers' income, improve their living standards, the Chinese government and experts at all levels of general interest. The e-commerce can help farmers to expand agricultural market, increased turnover opportunities, while saving transaction time, improve transaction efficiency. By working with local government, e-commerce platform-based (cun.taobao.com), to build the county and village services network, break through the bottleneck of logistics, information flow, and "net loan to the countryside" and "agricultural town "Rural Taobao two-way flow function is to solve the bottleneck of agricultural development and rural poverty in an important way.

In this paper, rural Taobao e-commerce service platform for the object, combined with domestic and international research in rural areas of e-commerce in order to solve the "increasing output without increasing", "difficulty in selling to buy expensive" problem as the goal, the use of qualitative and quantitative research methods combining rural Taobao's marketing strategy was analyzed and discussed. First summarize the development and research status of electronic commerce, and in turn introduces the content, technology and innovation paper route this paper. Secondly, the status of e-commerce agricultural research, analyzes the factors that influence consumer net purchases of agricultural products, while the countryside online shopping and consumption status were studied and analyzed based on the theory of consumer behavior characteristics of their consumer behavior. On this basis, the proposed agricultural and rural commodity marketing strategies cities Taobao platform. Finally, with the current new rural construction, given the development of rural Taobao provides relevant recommendations.

毕业论文关键词：农村淘宝；商品下乡；农产品进城；供求匹配

Keyword: Rural Taobao； Commodity countryside； Produce urbanization；Trade Matching

1 引言 4

1.1 研究背景 4

1.1.1 我国电子商务的发展现状 4

1.2 国内外农村电子商务研究综述 4

1.2.1 国内农村电子商务研究综述农村淘宝电子商务营销策略研究:http://www.751com.cn/guanli/lunwen_50189.html