随着我国经济、政治及科技的发展，有关农业发展的政策在不断推陈出新， 农业整体发展势头良好。M公司农业O2O平台建设项目以健康农业产品全面流通 高效的服务平台为重点，重点发力农业产业示范基地打造和农产品O2O渠道建设， 形成农业产业互联网的综合产业服务平台，实现从种子研发、种植、生产资料供 给、深加工、物流、销售的完整标准化体系，实现我国农业全面优化级。 本文以M公司的农业O2O模式为对象，首先阐述了研究背景和研究意义，归 纳了国内外有关电子商务、O2O、农业O2O的研究理论，为论文的研究奠定了理论 基础；然后介绍了O2O的相关概念。接着，通过文献研究法、案例研究法、定性 分析法等对M公司农业O2O展开研究，分析M公司O2O目前发展的现状和运营模 式。通过调查整理并对其运营的内外部环境进行分析，总结出M公司O2O目前运 营中存在的主要问题，并对问题进行了原因分析。 希望在“互联网+”的大背景环境下，能让M公司农业O2O有更多的发展机会， M公司农业O2O用持续的服务模式，体现对客户的尊重；用持续的创富模式，体 现对伙伴的尊重；用持续的生态模式，体现对行业的尊重；用持续的创新模式， 体现对时代潮流的尊重。希望M公司农业平台能够不断的创造更多的价值，为我 国解决三农问题提供新的思路与发展模式，为农业发展提供新的创造价值的途经。 关键词：互联网+，农业，O2O，运营模式 II Abstract With the development of China's economy, politics and science and technology, policies related to agricultural development are constantly being innovated, and the overall agricultural development momentum is good. M company's healthy agriculture O2O platform construction project focuses on the comprehensive circulation and efficient service platform of healthy agricultural products, focusing on the establishment of agricultural industry demonstration bases and the construction of agricultural O2O channels, forming a comprehensive industrial service platform for the agricultural industry Internet, from seed research and development, A complete standardized system of planting, production material supply, deep processing, logistics, and sales realizes the comprehensive optimization of China's agriculture. This article takes M Company's agricultural O2O model as the object, firstly expounds the research background and research significance, summarizes the domestic and foreign research theories about e-commerce, O2O, and agricultural O2O, which lays a theoretical foundation for the research of the thesis; Related concepts. Then, through the literature research method, case study method, qualitative analysis method and so on, M company agricultural O2O is studied to analyze the current development status and operation mode of M company O2O. Through investigation and analysis and analysis of the internal and external environment of its operations, it summarizes the main problems of M2 O2O's current operations and analyzes the causes of the problems. I hope that under the background of "Internet +", M company agricultural M company agricultural O2O will have more development opportunities. M company agricultural O2O uses a continuous service model to reflect respect for customers; use a continuous wealth creation model , Reflecting respect for partners; using a continuous ecological model, reflecting respect for the industry; using a continuous innovation model, reflecting respect for the trend of the times. It is hoped that M Company's agricultural platform 0 will continue to create more value, provide new ideas and development models for China to solve the three rural issues, and provide new ways to create value for agricultural development. Key words:Internet +,agriculture,O2O,operation mode III 目 录 第一章 绪论 .................................................................................................................. 1 1.1 研究背景及意义 ................................................................................................ 1 1.1.1 研究背景 .................................................................................................. 1 1.1.2 研究意义 .................................................................................................. 2 1.2 文献综述 ............................................................................................................ 2 1.2.1 国外研究综述 .......................................................................................... 2 1.2.2 国内研究综述 .......................................................................................... 3 1.2.3 文献述评 .................................................................................................. 5 1.3 研究目标和研究内容 ........................................................................................ 5 1.3.1 研究目标 .................................................................................................. 5 1.3.2 研究内容 .................................................................................................. 5 1.4 研究方法与技术路线 ........................................................................................ 6 1.4.1 研究方法 .................................................................................................. 6 1.4.2 技术路线 .................................................................................................. 6 1.5 创新与不足 ........................................................................................................ 7 1.5.1 创新之处 .................................................................................................. 7 1.5.2 不足 .......................................................................................................... 7 第二章 基本理论与工具 .............................................................................................. 9 2.1 4C理论 .............................................................................................................. 9 2.2 AARRR理论 ..................................................................................................... 9 第三章 M公司农业O2O项目介绍 ........................................................................... 11 3.1 项目发展背景 ................................................................................................... 11 3.1.1 物产资源丰富 ......................................................................................... 11 3.1.2 国内消费者对优质农产品的需求日益旺盛 ......................................... 11 3.1.3 农业正在实现由传统小农生产方式向现代化、专业化方向迈进 .... 12 3.2 项目内容 .......................................................................................................... 12 3.2.1 农业产业整体升级改造 ........................................................................ 12 3.2.2 优质农产品品牌业务布局 .................................................................... 12 3.2.3 产业种植基地规模化供应 .................................................................... 13 IV 3.3 项目服务介绍 .................................................................................................. 13 3.3.1 直采直供服务 ........................................................................................ 13 3.3.2 整合营销服务 ........................................................................................ 13 3.3.3 创业指导服务 ........................................................................................ 14 3.4 项目运营模式 .................................................................................................. 14 3.5 项目技术支持 .................................................................................................. 14 3.5.1 应用总架构 ............................................................................................ 14 3.5.2 技术总架 ................................................................................................ 15 3.5.3 数据总架构 ............................................................................................ 15 3.5.4 部署总架构 ............................................................................................ 15 3.5.5 支撑体系架构 ....................................................