新疆地区农产品电商满意度因素分析

论文总字数：22622字

摘 要

在电子商务飞速发展与“互联网 ”国家战略背景下，不同类型的商品逐渐进驻到各大电子商务平台中，电子商务平台的便捷能够打破购物的空间界限，使人们在家也能购买到千里之外的产品。新疆因为地理与环境原因，其优质农产品久负盛名。但由于路途遥远，自古以来都不方便进入内地市场。新疆电商的发展同样给新疆农产品带来了新的机遇，目前正处于快速发展阶段，但也带来了新的挑战。

进一步研究新疆农产品电子商务现状并帮助新疆农产品电商更好地进行发展，是提高新疆农产品电商经营者收入与种植者收入，促进新疆的经济发展，助力脱贫攻坚的重要手段。首先研究新疆农产品电商发展现状并整合发展痛点，近年来，新疆农产品电商受到多方关注与支持，并在帮助下迅速发展，再从农产品电商满意度因素的角度出发，扎根于文献资料，探索影响新疆农产品电商满意度的主要因素，将满意度因素进行概括，并建立农产品电商满意度因素模型便于问卷设计，发现活动宣传、物流运输、产品质量安全、服务效率等是影响满意度的关键因素。利用问卷探索关于新疆农产品电商满意度因素的各类问题，其中包括消费者最关心的因素，及其他因素的重要程度，特色农产品购买倾向、针对满意度因素的改进建议排名等，结合新疆的实际发展情况、各项满意度因素、所得到的消费者改进建议排行等数据进行分析得出结果，若要综合提高新疆农产品的满意度，应在建立健全物流体系、提高活动宣传效果、提高产品质量安全、加强服务效率方面做出改进，帮助新疆农产品电商在各方面综合进步，做到让消费者更加满意，扩大自己的产品优势，利于得到市场认可，获得潜在的消费市场。

坚持发展新疆农产品电商，扩大产品优势，改进不足之处，在物流体系建设、活动宣传、产品质量安全、服务效率方面加大投入力度，以优质的农产品打开市场，积极改进现有问题，提高满意度，利用电商平台拓展新疆农产品销售渠道，使新疆农产品电商成为呼应国家推进振兴乡村战略的重要部分，相信能够尽快实现新疆地区农产品电子商务经济的发展和农民收入提高。

关键词：农产品电商；满意度因素；改进建议

Analysis of Satisfaction Factors of Agricultural Product E-commerce in Xinjiang

Abstract

In the context of the rapid development of e-commerce and the national strategy of "Internet plus", different types of goods are gradually stationed in the major e-commerce platforms, the convenience of e-commerce platform can break the spatial boundaries of shopping, so that people can also buy thousands of miles away from home products. Xinjiang is well-known for its high-quality agricultural products due to geographical and environmental reasons. However, due to the long distance, it has not been easy to enter the mainland market since ancient times. The development of e-commerce in Xinjiang has also brought new opportunities for agricultural products in Xinjiang, which is in the stage of rapid development, but also brought new challenges.

Further study of the current situation of e-commerce of agricultural products in Xinjiang and to help Xinjiang agricultural e-commerce to better develop is an important means to improve the income of agricultural e-commerce operators and growers in Xinjiang, promote the economic development of Xinjiang, and help fight poverty. First of all, to study the current situation of the development of agricultural products e-commerce in Xinjiang and integrate the development pain point, in recent years, Xinjiang agricultural e-commerce has received a lot of attention and support, and with the help of rapid development, and then from the point of view of agricultural products e-commerce satisfaction factors, rooted in literature, explore the main factors affecting the satisfaction of agricultural e-commerce in Xinjiang, the satisfaction factors are summarized, and the establishment of agricultural e-commerce. The satisfaction factor model facilitates the questionnaire design and discovers that activity publicity, logistics, transportation, product quality safety, service efficiency, etc. are the key factors affecting satisfaction. Using the questionnaire to explore various problems about the satisfaction factors of Agricultural Products E-commerce in Xinjiang, including the factors that consumers are most concerned about, and the importance of other factors, the tendency of special agricultural products to buy, the ranking of suggestions for improvement of satisfaction factors, etc., combined with the actual development of Xinjiang, various satisfaction factors, the resulting consumer improvement recommendations ranking The data analysis results show that in order to improve the satisfaction of Xinjiang"s agricultural products, we should make improvements in establishing and improving the logistics system, improving the publicity effect of activities, improving product quality and safety, and strengthening service efficiency, and help Xinjiang agricultural product e-commerce to make comprehensive progress in all aspects, so as to make consumers more satisfied and expand their product advantages. To gain market recognition and access to potential consumer markets.

Insist on the development of Xinjiang agricultural product e-commerce, expand product advantages, improve deficiencies, increase investment in logistics system construction, activity publicity, product quality safety, service efficiency, open up the market with high-quality agricultural products, actively improve existing problems, improve satisfaction, use e-commerce platform to expand the sales channels of agricultural products in Xinjiang, so that Xinjiang agricultural e-commerce becomes an important part of the national strategy to promote the revitalization of rural areas, I believe that as soon as possible to achieve the development of agricultural products in Xinjiang e-commerce economy and farmers" income.

Keywords: Agricultural e-commerce; Satisfaction factor; Suggestions for improvement

目 录

摘 要 I

Abstract II

第一章 绪 论 1

1.1 研究背景 1

1.2 研究目的及意义 1

1.3 研究内容及方法 1

1.4 论文框架 2

第二章 新疆农产品文献综述 3

2.1新疆农民销售思想研究 3

2.2 新疆电商扶贫与资金政策研究 3

2.3 新疆物流发展研究 4

第三章 新疆农产品电商概况 5

3.1 新疆农产品电商介绍 5

3.2 发展现状 5

3.3 发展痛点 6

3.3.1 电商意识不足 6

3.3.2 专业人才短缺 6

3.3.3 物流与溯源体系不健全 7

第四章 新疆农产品电商满意度因素分析 8

4.1 构建满意度因素模型准备 8

4.2 开放性编码 8

4.3主轴编码 9

4.4 选择性编码及饱和度检验 9

第五章 满意度因素数据分析 10

5.1 数据收集 10

5.1.1 问卷设计 10

5.1.2 问卷的发放与回收 10

5.1.3 样本个人信息分析 10

5.2 数据统计与整理 11

5.3 结果分析 15

5.3.1物流运输因素 15

5.3.2活动宣传因素 15

5.3.3产品与服务因素 15

5.3.4综合满意度 15

5.4 针对满意度因素的改进建议 16

5.4.1 建立健全物流体系 16

5.4.2 提高活动宣传效果 16

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