随着国民收入的增加，农村网络的普及，农村电商得到了良好的发展机遇，越 来越多的农民借助电商实现了脱贫致富。网络打破了城乡局限，农村市 场被“唤 醒”。江西省作为农业大省，农业资源丰富，农产品种类多样，农村电子商务发展 迅速。各设区市针对本地农产品特色建立了相应的电子商务交易平台，抢占农村电 商 市场。赣州市作为第二批国家电子商务示范城市，全国首个国家电子商务进农村 综合试点县域全覆盖的设区市，依托赣南脐橙、家具、家纺、蔬菜等特色产业，大 力发展农村电 子商务，电子商务不仅成为了精准扶贫的新利器，拉动全市经济增长 的新动力，而且有力地促进了产业转型升级，带动了农村商贸流通跨越式发展，助 推了乡村振兴战略有效实 施。在政策引导下，赣州市农村电商新模式、新业态、新 主题层出不穷，呈现出阿里巴巴、京东、苏宁易购等巨头抢占先机，中国邮政等国 家队伍相继入场，本地涉农企业不甘 落后的多力量角逐的局面。如何选择符合自身 特点的农村电商模式，以获取更大的生存空间，在激烈的市场竞争中脱颖而出，成 为摆在本地企业面前的一个重要课题。 本文主要 研究A企业农村电子商务模式，通过参阅文献资料、实地走访调研、 案例对比分析等多种研究方法，梳理农村电子商务相关的理论基础，收集赣州市主 要农村电子商务模式，掌握 A企业农村电子商务模式概况。在此基础上，本文首先 介绍了A企业及A企业现有农村电子商务模式，并与规范的电子商务模式、国内 现有的其他农村电子商务模式、当前农村生产 和生活的需求相比较，找出A企业 农村电子商务模式运行中的关键制约要素。其次，从市场分析不足、企业定位偏差、 管理和人才缺乏、政府的影响、基础设施建设滞后等五方面 分析了A企业现有农 村电子商务模式运行中问题产生的原因。最后，结合A企业自身实际，从建立信息 链接和对接平台、注重品牌培育、把握消费者需求、善于运用新媒体、优化 本地网 上商城、提高服务管理水平、加快专业人才培养等方面，提出了A企业农村电子商 务模式优化建议。通过对A企业农村电子商务模式的研究，不仅为A企业开拓农 村电商领 域提供参考价值，也为赣州市其他电商企业的发展提供经验借鉴。 关键字：农村电子商务；模式；对策建议 2 Abstract With the increase of the country's emphasis on rural e-commerce, more and more farmers are using e-commerce to lift themselves out of poverty. The Internet has broken the limitation between urban and rural areas. The rural market is “wake up”. As a large agricultural province, Jiangxi is rich in agricultural resources. Agricultural products are diverse. Rural e-commerce is developing rapidly, each district and city has built corresponding e-commerce trading platform for local agricultural products to seize the rural e-commerce market. Ganzhou city, as the second batch of national e-commerce demonstration cities, is the country's first national e-commerce comprehensive pilot into rural areas, covering all counties and cities divided into districts. Relying on Gannan navel orange, furniture, home textile, vegetables and other characteristic industries, it vigorously develops the rural electronic commerce. E-commerce has not only become a new tool for targeted poverty alleviation, but also a new driving force for the city's economic growth. It has effectively promoted the industrial transformation and upgrading, promoted the leapfrog development of rural commercial circulation, and boosted the effective implementation of the rural revitalization strategy. Under the policy guidance, new modes, new forms of business and new themes emerge in Ganzhou’s rural e- commerce development. It shows that Alibaba, Jindong, Sunning and other giants take the lead, China post and other national teams enter in succession, and local agricultural enterprises are unwilling to be left behind in the multi-force competition. How to choose the mode of rural e-commerce in line with its own characteristics，and get more living space, stand out in the fierce market competition, becomes an important subject in front of local companies. In this paper, A company is the research object, through consulting literature, on- the-spot investigation, case comparative analysis and other research methods, sorting out the theoretical basis of rural e-commerce, collecting the main rural e-commerce models in Ganzhou, and grasping the basic situation of A company. On this basis, this article firstly introduces A company and the existing rural e-commerce model of A company, and compares it with the standardized e-commerce model, other existing rural e- commerce models in China, and current rural production and living needs, then finds out the key restrictive factors in the operation of the rural e-commerce model of A company. Secondly, it analyzes the causes of the problems in the operation of the current rural e- commerce model of A company from five aspects: insufficient market analysis, enterprise 3 positioning deviation, lack of management and talents, government influence, and lagging infrastructure construction. Finally, combined with the characteristics of A company, this paper puts forward some suggestions on the optimization of the rural e- commerce mode of A company from the aspects of establishing the information link and the docking platform, paying attention to the cultivation of the brand, grasping the demands of the consumers, being good at using the new media, optimizing the local online shopping malls, improving the service management level and speeding up the cultivation of the professional talents. Through the research on the rural e-commerce model of A company, it not only provides reference value for A company to explore the field of rural e-commerce, but also provides experience for the development of other e- commerce enterprises in Ganzhou.。 。。。。。以下内容略