随着党中央在2015提出“互联网+”的全新发展模式、2016年提出“互联网+现 代农业”实施方案、2017年在党的十九大上又提出“乡村振兴”的伟大战略。互联 网对传统农业的转型升级、对农村数字化信息化建设、对农民转变生产经营方式都产 生重要的变革。整个农业产业链的产值超过中国社会消费品零售总额一半。未来几十 年互联网发展的红利必然在农村，这种互联网时代的新蓝海也吸引着越来越多的电商 企业和非电商企业都纷纷投入巨资布局农业互联网领域。农业互联网的发展为“互联 网+农村金融”、“互联网+乡村旅游”、“互联网+农技服务”等领域提供准确的市 场定位和细分规划，也为农业生产带来智能化、流通标准化、在线便捷化、地区产品 品牌化等一整套的质的改变。 村网通是立足三农服务三农的农业互联网平台，按照“互联网+农村”的具体要 求把一个一个单一的互联网平台变成生态模式的创新，它把农业现代发展作为农村电 子商务发展的重要基础，推动农业服务业的快速发展。本文通对村网通工程在辽宁落 地实施过程中的运行特点及遇到的问题，经过总结、对比，研究分析出辽宁农业互联 网的发展现状及发展趋势。通过村网通项目在辽宁地区的宣传推广的具体效果，通过 村网旗下平台与辽宁农村其他农业互联网平台的对比情况，通过辽宁农民、三农商家 在应用村网通过程中所遇到的相关问题，本文做了详细的说明。 在分析了辽宁“三农”发展环境以后，本文对辽宁村网通的发展现状及存在的问 题进行了详细的分析。通过SWOT分析和网络问卷，结合农村地区实际，从政策导 向、市场环境、物流管理、人才培训、品牌化发展五个方面给辽宁村网通村网通现状 提出针对性建议，为村网通在辽宁未来的发展方向提供参考借鉴。 关键词：农业互联网，辽宁村网通，互联网+，对策 II Research on operation countermeasures of village netcom project of LiaoNing village netcom agricultural science and technology co...ltd Abstract With the new development mode of "Internet +" put forward by the CPC Central Committee in 2015, the implementation plan of "Internet + modern agriculture" put forward in 2016, and the great strategy of "Rural Revitalization" put forward at the 19th National Congress of the CPC in 2017. The Internet has brought about important changes to the transformation and upgrading of traditional agriculture, the construction of digital information in rural areas, and the transformation of production and management mode of farmers. The output value of the whole agricultural industry chain exceeds half of the total retail sales of consumer goods in China. In the future decades, the dividend of Internet development will inevitably be in the countryside. The new blue sea in the Internet era also attracts more and more e-commerce enterprises and non e-commerce enterprises to invest heavily in the field of Agricultural Internet. The development of Agricultural Internet provides accurate market positioning and subdivision planning for "Internet + rural finance", "Internet + rural tourism", "Internet + agricultural technology services" and other fields, and also brings a whole set of qualitative changes for agricultural production, such as intelligence, circulation standardization, online convenience, regional product branding, etc. Village Netcom is an agricultural Internet platform based on agriculture, rural areas and farmers. According to the specific requirements of "Internet + rural", it turns a single Internet platform into an innovation of ecological model. It takes the modern development of agriculture as an important basis for the development of rural e-commerce and promotes the rapid development of agricultural service industry. Through the summary and comparison of the operation characteristics and problems encountered in the implementation of the village network communication project in Liaoning Province, this paper studies and analyzes the development status and trend of the Agricultural Internet in III Liaoning Province. Through the specific effect of the publicity and promotion of the project in Liaoning area, through the comparison between the platform under the village network and other agricultural Internet platforms in Liaoning rural areas, and through the relevant problems encountered in the application of the village network by Liaoning farmers, three rural businesses, this paper makes a detailed explanation. After analyzing the development environment of "three rural" in Liaoning Province, this paper analyzes the current situation and problems of the development of Liaoning village Netcom in detail. Through SWOT analysis and network questionnaire, combined with the reality of rural areas, this paper puts forward targeted suggestions for the current situation of Liaoning village Netcom from five aspects of policy orientation, market environment, logistics management, talent training and brand development, and provides reference for the future development direction of village Netcom in Liaoning. Key Word: agricultural internet, Liaoning village netcom, internet plus， countermeasures IV 目录? 摘要 ........................................................................................................................................ I Abstract .................................................................................................................................. II 第1章 绪论 ......................................................................................................................... 1 1.1 研究背景 ................................................................................................................. 1 1.2 研究目的与意义 ..................................................................................................... 1 1.2.1 研究目的 ....................................................................................................... 1 1.2.2 研究意义 ....................................................................................................... 2 1.3 研究综述 ................................................................................................................. 2 1.3.1 农业互联网内涵综述 ................................................................................... 2 1.3.2 国外农业互联网发展概述 ........................................................................... 3 1.3.3 国内农业互联网发展综述 ........................................................................... 4 1.3.4 研究述评 ....................................................................................................... 5 1.4 研究方法与研究思路 ............................................................................................. 6 1.4.1 研究方法 ....................................................................................................... 6 1.4.2 研究思路 ....................................................................................................... 6 1.5 创新点 ..................................................................................................................... 7 第2章 相关概念界定及理论依据 ..................................................................................... 8 2.1 相关概念界定 ......................................................................................................... 8 2.1.1 农业互联网 ................................................................................................... 8 2.1.2 “互联网+” ................................................................................................. 8 2.1.3 “互联网+”背景下农业互联网平台 ......................................................... 8 2.2 农业互联网相关理论依据 ................................................................................... 10 2.2.1 产业互联网理论 ......................................................................................... 10 2.2.2 产业融合理论 ............................................................................................. 10 第3章 辽宁村网通项目发展环境分析 ........................................................................... 11 3.1 辽宁农业互联网发展环境 ................................................................................... 11 3.2 辽宁村网通对农业互联网的影响 ............