B2C电商模式下的陕西眉县猕猴桃“产加销”一体化研究  

Research on the Production-Marketing Integration of Kiwifruit in Shaanxi Meixian County under the B2C E-commerce Model

作　　者：黄卫平 HUANG Weiping(School of Business Administration,Xi'an Eurasia University)

机构地区：[1]西安欧亚学院工商管理学院

出　　处：《商展经济》2021年第20期37-39,共3页Trade Fair Economy

基　　金：西安欧亚学院校级科研基金项目资助(2018XJZK13)。

摘　　要：猕猴桃作为陕西地域特色优质品牌水果,在陕西的果业生产中占据重要地位,有效支撑了秦岭南北麓相关区县的乡村振兴和扶贫工作。为了更好地促进猕猴桃重点县眉县猕猴桃产业的发展,做大做强优势龙头企业,本文围绕B2C电商模式下眉县猕猴桃销售龙头企业的"产加销"一体化整合问题进行研究。通过对B2C电商模式下的猕猴桃销售龙头企业运营重点环节的分析调研,提出了以品牌塑造、生产物流标准化、信息共享为抓手的一体化运营方法。通过在"产加销"环节重视品牌意识,把品牌视为一种质量体系,打通各个环节,不断提高品牌影响力和知名度。在生产和物流环节中除了服务于品牌塑造的标准化做法之外,还要重视通过优化运营来统筹安排"产加销"活动,实现降本增效的目的,增强企业竞争力。同时提出信息共享作为数字经济时代获取客户、打通全渠道销售壁垒、协调物流与商流的重要手段,必须被企业高度重视。Kiwifruit, as an advantageous brand fruit with regional characteristics in Shaanxi, occupies an important position in the fruit production of Shaanxi province, and effectively supports rural revitalization and poverty alleviation in related districts and counties in the southern and northern foot of the Qinling Mountains. In order to better promote the development of the kiwifruit industry in Meixian County, a key county of kiwifruit, and make the leading enterprises bigger and stronger, this article focuses on the integration problems of production-marketing integration of leading kiwifruit sales enterprises in Meixian County under the B2C e-commerce model. Through the analysis and investigation of key links in the operation of leading kiwifruit sales enterprises under the B2 C e-commerce model, an integrated operation method based on brand building, production and logistics standardization, and information sharing is proposed. By attaching importance to brand awareness in the production–marketing link, the brand is regarded as a quality system, and all links are opened up to continuously enhance brand influence and popularity. In the production and logistics links, in addition to the standardized practice of serving the brand building, it attaches great importance to the overall arrangement of production–marketing activities through optimizing operations, so as to achieve the purpose of cost saving and profit increasing, and continuously enhance the competitiveness of the enterprises. At the same time,it is proposed that information sharing, as an important means of acquiring customers, breaking through omni-channel sales barriers, and coordinating logistics and business flow in the digital economic era, must also be highly valued by enterprises.

关 键 词：眉县猕猴桃产业 电子商务 B2C 产加销一体化 

分 类 号：F724.6[经济管理—产业经济]