全渠道模式下生鲜农产品运营模式的比较研究(附调查问卷)(论文18000字)
摘 要
随着电子商务的不断发展，全渠道零售成为生鲜农产品重要的销售渠道。与一般商品相比，生鲜农产品具有易腐性、易损性、季节性、地域性、周期性等特点，全渠道零售为生鲜电商企业生产、物流、服务等各方面带来了新的挑战。本文以生鲜农产品为研究对象，系统分析生鲜农产品运营面临的问题，进而通过调研对典型生鲜平台运营模式进行对比分析，提出相关改进建议。本文的研究内容包括以下几个方面：
第一章，介绍了本文的研究背景、主要研究内容和研究思路。
第二章，对国内外文献进行了系统梳理，提出本文的研究视角。
第三章，分析了全渠道模式下生鲜农产品的发展现状，指出了全渠道模式下生鲜农产品运营面临的挑战
第四章，选取每日优鲜和天猫生鲜作为案例研究对象，通过实证调查，对两家生鲜平台的管理模式和服务模式进行了对比分析。
第五章，基于调研分析结果，提出了提高全渠道模式下生鲜农产品运营效率的相关建议。
关键词:全渠道模式 生鲜农产品 运营模式
Comparative Study on Fresh Agricultural Product Operation Models under the Omni-channel Model
Abstract
With the continuous development of e-commerce, omni-channel retailing has become an important sales channel for sales of fresh produce. Compared with general commodities, fresh agricultural products are characterized by perishability, vulnerability, seasonality, regionality, and periodicity, and omni-channel retailing brings new benefits to fresh e-commerce companies in production, logistics, and services. The challenge. This article takes fresh agricultural products as the research object, systematically analyzes the problems faced in the operation of fresh agricultural products, and then conducts comparative analysis of the typical fresh-skin-operating mode through investigation, and puts forward corresponding suggestions for improvement. The main research content of this paper is as follows:
The first chapter introduces the research background and main research contents of this article.
In the second chapter, we systematically review domestic and foreign literatures and put forward the research perspectives of this article.
The third chapter analyzes the development status of fresh produce under the omni-channel model, and points out the challenges for the operation of fresh produce under the omni-channel model.
In the fourth chapter, the daily fresh and fresh cats were selected as case study objects. Through empirical investigation, the management models and service models of the two fresh platforms were compared and analyzed.
Chapter 5, based on the results of research and analysis, puts forward recommendations for improving the operational efficiency of fresh produce under the omni-channel model.
Keywords: Omni-Channel Model，Fresh produce，Operation mode
目录
摘要 I
Abstract II
第一章 概述 1
1.1研究背景及意义 1
1.2研究内容及方法 2
1.3研究思路 3
第二章 全渠道概述和国内外研究现状 4
2.1全渠道的定义及发展阶段 4
2.2国内外研究现状 5
第三章 全渠道模式下生鲜农产品的发展现状和面临挑战 9
3.1全渠道模式下生鲜农产品运营的特点 9
3.1全渠道模式下生鲜电商运营模式 10
3.3面临的挑战 13
第四章 全渠道模式下生鲜农产品运营影响因素实证分析 15
4.1研究对象的选择 15
4.2运营模式的对比分析 15
4.3 运营服务的对比分析 16
4.3问卷统计分析 16
第五章 提高全渠道模式下生鲜农产品运营效率的相关建议 22
第六章 总结与展望 24
6.1总结 24
6.2 展望 24
参考文献 26
附件 28
致谢 34
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