“新零售”背景下湖南农产品电商品牌化发展的问题与对策研究  

Problems and Countermeasures of Brand Development of Agricultural Products Electric Business in Hunan Province under the Background of New Retail

作　　者：杨燕曦[1] YANG Yanxi(Hunan Province Committee Party School of CPC,Changsha 410001,China)

机构地区：[1]中共湖南省委直属机关党校,湖南长沙410001

出　　处：《云南农业大学学报（社会科学版）》2018年第5期76-80,共5页Journal of Yunnan Agricultural University(Social Science)

基　　金：湖南省社科联智库课题"新时代湖南开放崛起的路径突破研究"(ZK2018013);湖南省省情决策咨询课题"基于演化经济学视角的湖南新兴产业培育发展研究"(16JCD047)

摘　　要：随着消费的升级和个性化需求的增加,"新零售"业态将成为今后零售业的主流,农产品电商也必须走"新零售"的路线才能获得更为广阔的发展空间。文章从品牌化的视角切入,从"新零售"的三大特征入手,分析了湖南农产品电商现存的问题与障碍。结果表明:湖南农产品电商目前存在"线上线下"联动程度较低、"消费者体验"相对较差及"人货场"关系比较落后等问题。因此,湖南农产品电商要获得迅速突围,必须进行系统的品牌策划实现线上线下的良性互动,必须具备专业的品牌运营能力,提高消费者的购物体验,必须以人为本重构"人货场"的关系满足新零售背景下消费者的个性化需求。With the upgrading of consumption and the increase of personalized demand, the ＂new re- tail＂ format will become the mainstream of retail industry/ in the future. Agricultural products e-com- merce must also follow the route of ＂new retail＂ in order to gain wider development space. From the perspective of branding and the three major characteristics of ＂new retailing＂, this paper analyzes the existing problems and obstacles of Hunan agricuhural products e-commerce. As a result, Hunan agri- cultural products e-commerce currwently has a low degree of ＂online and offline＂ linkage, ＂consumer experience＂ is poor and the relationship between ＂people-goods-yard＂ is relatively backward and other issues. Hunan agricultural products e-commerce must be carried out to realize benign interaction be- tween online and offline with systematic brand planning, and must have professional brand operation a- bility to improve consumers＇shopping experience, and must be reconstructed the relationship between ＂people-goods-yard＂ to satisfy- the personalized needs of the consumers.

关 键 词：新零售 农产品电商 品牌化 线上线下联动 消费者体验 人货场 

分 类 号：F323.7[经济管理—产业经济]