目前国内各大电商企业为了培育农村市场,扩大企业的市场占有率加大了对农村
市场的投入。政府、农户、电商企业、都能成为农村电商体系的中介者、服务者、
参与者,广泛的参与推动了电商企业农村业务的快速发展,但是电商企业农村服
务站在发展的过程了也出现了不少问题。国内外学者对中国农村电子商务的研宄
主要集中在对农村电子商务的宏观研究,对电商企业农村服务站的研宄还比较少

电商企业的农村服务站不仅仅能为企业争取到农村客户获得农村市场,它的健康
发展也能实现产品上行、下行的均衡发展,积极带动农村的经济发展。作者希望
通过对农村电商服务站的研宄,分析问题存在的原因解决目前电商企业农村服务
站发展遇到的一些共性问题,帮助农村电商服务站更好的发展,从而推动农村电
子商务产业的持续健康的发展

在本篇论文中作者采用了文献研究、访谈和实地调研、案例研宄等方法,走
访了多个服务站、多家农村企业加工户结合所学知识对农村电商服务站目前遇到
的问题进行研究分析。总结出农村电商服务站发展存在的农民认可率低、农资产
品下行难度大、推广农产品上行难度大、平台产品系列少、物流发展滞后、“合伙
人”推广业务缺乏积极性等一系列问题。研究出上行下行的运行机制优化方案和一
系列保障措施。创新的提出了建立农产品上行一站式服务等具体措施。通过优化
方案设计从实际出发,建设具有针对性、实用性和各项业务均衡发展的农村电商
服务站,使其与其他企业的竞争中更具优势。宏观上来看,通过服务站的运做让
农村产品走出农村,让农村和农村企业通过互联网渠道销售自己所生产的产品,
获得更多的利润,从而提高农民和农村企业的收入,让农民真正享受到电子商务
带来的实惠

关键词:“农村电子商务”,“农村电商服务站”,“农产品上行”
I Abstract
Rural e-commerce service station is newly emerged with the rapid development of
e-commerce over recent years. At present, domestic e-commerce giants has beefed up
investment in the rural market to foster rural market and enlarge their market share
respectively. Governments, farmer household, e-commerce enterprises can serve as
mediator, server, and participant in rural e-commerce system, with extensive
participation in promoting rapid development of business of e-commerce enterprises in
rural area. The service station, however, has been encountered with problems in its
development. Study on China’s e-commerce from domestic and international scholars
mainly focuses on rural e-commerce from a macro perspective, while that of service
stations in rural areas established by e-commerce enterprises is relatively less. Service
stations can assist e-commerce enterprises in winning a share of the rural market, and its
sound development also realizes balanced development of products upward and
downward, thereby proactively leading rural economic development. The author hopes
to, through study on rural e-commerce service stations, analyze the reasons for problems
existed, solve several common problems in its development, and help rural e-commerce
service stations enjoy favorable development,thus promoting healthy development of
the rural e-commerce industry.
In this paper, by methods of document research, interview, field research, case
study and through document literature consultation, investigation and survey, interview,
and study, the author seeks to understand a series of problems in the development of
rural e-commerce stations like low recognition of farmers, difficulty in agricultural
material product downward, difficulty in agricultural products upward promotion,
insufficient product category on platform, lag-behind development of logistics, lack of
initiative in “partner” business promotion. The author has put forward multi measures
from seven major perspectives to cope with a series of problems during the rural
e-commerce service station development: improve farmers, recognition in e-commerce
address difficulty in agricultural material product downward and difficulty in
agricultural products upward promotion respectively, gradually improve the product
system in service stations, promote local e-commerce business development in
III industrial enterprise, increase “partner” capacity as well as efficiency for work,and
accelerate the establishment of logistics system.
The paper specifically selects QGJ rural e-commerce service stations of AL Group
as the objective of study, finds the problems existed in service station operation by field
survey and investigation, and innovatively proposes relevant supporting measures and
optimization schemes for establishing the one-stop service for agricultural products
upward. By the scheme^ targeted and practical rural e-commerce service stations can be
set up to dominate the competition with other enterprises. From the big picture, the
operation of service stations can usher agricultural products out of countryside, allow
the rural area and rural enterprises to sell products via the Internet channel with a jumj)
in profit, thus increasing the income of farmers and rural enterprises and benefiting
farmers with e-commerce.
Keywords:“Rural e-commerce”,“Rural e-commerce service station’’,
“
Agricultural products upward’,
IV 目录
m ^ I
Abstract Ill
第1章绪论1.1研究背景1.2研宄目的及意义1.3研宄综述1.3.1国外研宄综述1.3.2国内研宄综述1.3.3研宄述评1.4研究方法1.5研究内容与框架1.6研宄的创新点第2章农村电商服务站的形成与发展2.1农村电子商务和农村电商服务站的概念界定2.2常见的电子商务模式2.3农村电商服务站介绍2.3.1农村电商服务站现状2.3.2农村电商服务站发展趋势2.4农村电商服务站的主要类型及发展情况2.4.1阿里农村淘宝服务站2.4.2京东电商服务站2.4.3邮政电商服务站2.4.4赶街网2.5其他公司农村电商服务站的发展情况及规模第3章AL集团农村电商服务站运行现状及问题3.1 AL集团农村电商服务站加盟流程3.2 AL集团农村电商服务站运行方式V 3.2.1 AL集团农村电商服务站的组成部分3.2.2 AL集团农村电商服务站的盈利模式3.3 AL集团QGJ农村电商服务站运营中的主要问题及分析
21
3.3.1农民认可率低
21
3.3.2农资产品下行难度大
22
3.3.3推广农产品上行难度大
23
3.3.4平台产品系列少
23
3.3.5物流发展滞后
24
3.3.6“合伙人”推广业务缺乏积极性
25
第4章AL集团QGJ农村电商服务站运行机制优化
27
4.1农产品上行机制优化
27
4.1.1完善服务站上彳丁体系,打造特色农产品品牌
27
4.1.2培训农民电子商务销售技能
28
4.1.3 AL集团加强农产品上行业务的推广
28
4.1.4为农民提供农产品上行一站式服务
29
4.2工业企业产品上行机制优化
30
4.2.1引导农村企业开展电子商务业务
31
4.2.2提升电商企业产品竞争力
31
4.3农资产品下行机制优化
31
4.3.1引导农资企业发展电商销售渠道
32
4.3.2加大营销力度,促进农资产品下行
32
4.4完善服务站产品体系
33
第5章AL集团QGJ农村电商服务站运行保障措施
35
5.1提高农民对电子商务的认可度
35
5.1.1以AL集团为主体加大宣传推广力度
35
5.1.2整合政府资源推广农村电子商务
36
5.2提高“合伙人”的工作能力和工作效率
37
5.2.1建立严格的“合伙人”选拔体系
37
5.2.2建立完善的“合伙人”培训制度
38
5.2.3合理提高“合伙人”的收入水平
38
5.3加快物流体系建设
39
VI 第6章AL集团QGJ农村电商服务站运行方案的应用与推广
41
6.1AL集团农村电商服务站运行方案的应用
41
6.2AL集团农村电商服务站运行方案的推广
42
教献
43
m
47
攻读硕士学位期间发表的学术论文
49
VII 第1章绪论
第1章绪论
1.1研究背景
从近年来国家和中央颁布的文件来看,我国对农村电子商务的发展情况越来
越重视,自2014年至2017年中央一号文件都提到如何促进农村电子商务的发展,
特别是2017年中央一号文件[1]专门设有一节,从更高的层次和更广的视角来关注
电子商务。从多个方面强调如何推进农村电商事业的发展,这是历年来的第一次

国家的重视和政策的倾斜给农村电子商务的宏观发展打下了良好的基础。目前,
随着互联网的发展逐渐成熟完善和农村网民数量不断的增加,我国的农村电子商
务事业发展速度越来越快,电子商务及其相关产业成为了我国农村经济发展的新
亮点。逐步成熟的电商产业也成为我国农村社会经济转型升级中的新引擎

农民对电子商务的认可度的不断提高,农村电子商务经过近两年的快速发展,
农民有更多的机会了解电子商务、接触电子商务,体验到电子商务给自身生活带
来的便利,他们的参与度也越来越高。数据显示,除了农