I 摘要 随着我国进入互联网信息化时代，我国农村电子商务和农业经济得到快速发 展。其中，农产品上行作为农村电子商务的重要组成部分对其发展产生了巨大影 响，同时也影响了农产品公司的经营方式和发展方向。云南作为农业大省，特色 农产品丰富，但是云南省由于在其特殊的地理位置没有先天优势，并且在发展过 程中存在不少问题。在此背景下对具有云南特色的农产品上行模式的研究探索显 得尤为重要，其对促进企业农产品上行的效率、实现企业的可持续发展有重要的 现实意义。 红糖是云南省巧家县的特色农产品，在本土市场上享有一定的知名度，但是 其发展仍旧存在一定的困境，例如受地理位置的限制和品牌建设的缺失导致在全 国的红糖市场中仅占有较少份额。本文将以万华食品有限责任公司的红糖这一农 产品作为研究对象，该公司是巧家县规模较大的农产品生产销售公司，小碗红糖 是该公司也是巧家县的特色农产品，因此选择该公司作为研究对象具有重要的参 考价值。本文采用文献综述法、层次分析法等研究方法，基于供应链理论，对红 糖这一农产品上行模式进行研究。 本文首先通过对万华食品有限责任公司红糖这一农产品上行的背景，研究意 义以及国内外关于农产品上行的研究现状进行综述，指出了研究方法和研究内容。 然后对相关的概念和理论基础进行阐述，为下文的具体的研究提供了理论依据。 其次通过介绍巧家县红糖产业和万华食品有限责任公司的简介以及目前产供销 现状，结合目前巧家县的政策、经济、技术环境等指出公司实施农产品上行模式 有利条件。紧接着通过对公司农产品上行流程的梳理总结出有企业直营模式、自 营产地直供模式和直播带货模式，为了更科学的分析这几种模式，利用供应链理 论构建模式评价体系采用层次分析法对三种模式进行评价选择，计算评价结果并 且就结果提出保障措施建议，建议主要是加强生产管理，注重品牌培育、建立信 息链和对接平台、把握消费者需求、提高服务管理水平和加快专业人才培育等。 本文的研究意义在于能够切实为万华食品有限责任公司的特色农产品红糖 的产供销提出建议，并且为其他农产品的“上行之路”提供重要参考。 摘要 II 关键词：万华公司；农产品上行；上行运作模式 Abstract III Selection and Implementation Suggestions of Uplift Mode of County Characteristic Agricultural Products in Wanhua Food Company NAME MAJOR Directed by Qian Ying Abstract With China's entry into the Internet information age, China's rural e-commerce and agricultural economy are developing rapidly. Among them, as an important part of rural e-commerce, agricultural products uptrend plays an important role in its development, and also affects the operation mode and development direction of agricultural products companies. As a big agricultural province, Yunnan is rich in featured agricultural products. However, due to its special geographical position, Yunnan has no innate advantages and there are many problems in the process of development. In this context, it is particularly important to study and explore the uplink mode of agricultural products with Yunnan characteristics, which has important practical significance for promoting the uplink efficiency of agricultural products and realizing the sustainable development of enterprises. As a featured agricultural product of Qiaojia County, brown sugar enjoys a certain popularity in the local market, but its development still faces certain difficulties. For example, due to the limitation of geographical location and the lack of brand building, it only occupies a small share in the national brown sugar market. This paper will take the brown sugar of Wanhua Food Co., Ltd. as the research object. The company is a large-scale agricultural product production and sales company in Qiaojia County. Small bowls of brown sugar are the featured agricultural products of the company and Qiaojia County, so it is of important reference value to select the company as the research object. In this paper, literature review method, analytic hierarchy process and other research Abstract IV methods, based on the supply chain theory, brown sugar as agricultural products upward mode to study. This paper firstly reviews the research background, research significance and the current research status of agricultural products at home and abroad, and then sorts out the research methods and research contents. Then the relevant concepts and theoretical basis are elaborated, which provides a theoretical basis for the following specific research. Secondly, by introducing the introduction of brown sugar industry in Qiaojia County and Wanhua Food Co., Ltd. and the current situation of production, supply and marketing, combined with the current policy, economy and technical environment in Qiaojia County, it points out the favorable conditions for the company to implement the upward pattern of agricultural products. Followed by combing through the upward flow of agricultural products to the company concluded that the enterprise marketing mode, self-supporting origin direct mode and live with the goods, in order to make scientific analysis of the several kinds of mode, using the theory of supply chain to build model evaluation system using analytic hierarchy process to evaluate three kinds of mode selection, calculation results evaluation results and implementation Suggestions, advice mainly is to strengthen production management, pay attention to the brand cultivation, to establish information chain and docking platform, grasps the consumer demand, improve the level of service management and speed up the professional personnel training, etc. The research significance of this paper lies in that it can put forward suggestions for the production, supply and marketing of brown sugar, the featured agricultural products of Qiaojia County, and provide important references for the "upward road" of other agricultural products. Key words:;Wanhua company; Agricultural products upturn； Upwardly operating mode 目录 V 目录 第一章 绪论 ........................................................................................................ 1 第一节 研究背景 ....................................................................................... 1 第二节 研究目的与意义 ........................................................................... 2 一、研究目的 ....................................................................................... 2 二、研究意义 ....................................................................................... 2 第三节 国内外研究综述 ........................................................................... 2 一、国外研究现状 ............................................................................... 2 二、国内研究现状 ............................................................................... 3 三、研究述评 ....................................................................................... 5 第四节 研究内容及方法 ........................................................................... 6 一、研究内容 ....................................................................................... 6 二、研究方法 ....................................................................................... 6 第二章 相关内容及理论基础 ........................................................................... 8 第一节 概念界定 ....................................................................................... 8 一、农村电商 ....................................................................................... 8 二、农产品上行 ................................................................................... 8 三、现行农产品上行模式 ................................................................... 9 第二节 理论基础 ..................................................................................... 10 一、供应链理论 ................................................................................. 10 二、 层次分析法 ............................................................................... 12 第三章 万华食品有限责任公司农产品销售现状及环境分析 ....................... 14 第一节 万华食品有限责任公司运营情况 ............................................. 14 第二节 万华食品有限责任公司农产品产供销现状 ............................. 15 第三节 农产品上行的环境分析 ............................................................. 16 第四章 万华食品有限责任