县域电商生态圈构建与展望——基于濮阳县“供销e家”项目的SWOT分析和实施规划  

Construction and Outlook of County E-commerce Ecosystem—Based on the SWOT Analysis and Implementation Planning of China E Co-op Project in Puyang County

作　　者：孙伟[1] Sun Wei(School of Public Administration and Policy,RUC,Beijing 100872)

机构地区：[1]中国人民大学公共管理学院,北京100872

出　　处：《农业展望》2018年第7期103-108,共6页Agricultural Outlook

摘　　要：农村电商正面临着内生性和外生性的问题。外生性问题对农村经济社会产生较大负面影响,如农产品销售不足和影响本地商业等,但现有研究较少。首先对农村电商进行全新界定,然后从县域经济和与实体商业共赢的角度,提出"县域电商生态圈"概念,包含市场主体、经营业态和业务类别等要素。随后,以河南濮阳县"供销e家"项目为案例,在对其SWOT分析的基础上,按照农产品上行、工业品下行、农资电商和生活服务电商的分类方式,分别规划实施路径,并对整体协同提出营销、激励、配送和盈利等建议,力求构建起县域电商生态圈。Rural e-commerce is facing endogenous and exogenous problems. The exogenous problems have a great negative impact on the rural economy and society, such as inadequate sales of agricultural products and affecting the local commerce, but there are few researches on the exogenous problems. Firstly,the author made a new definition about rural e-commerce, and then proposed the concept of ＂county e-commerce ecosystem＂ from the perspective of county economy and win-win with entity business, including market entities, business formats and business categories. Subsequently, taking China E Co-op project in Puyang county of Henan province as the case, based on the SWOT analysis, the implementation path was planned according to the classification of agricultural products to the city, industrial goods to the countryside,the e-commerce of agricultural means of production and the e-commerce of life service, and recommendations of marketing, excitation, distribution and profitability for building the county e-commerce ecosystem were proposed from the perspective of the overall collaboration.

关 键 词：县域电商生态圈 电商分类 SWOT分析 供销e家 

分 类 号：F724.6[经济管理—产业经济]