农合组织农产品电子商务的关键成功因素研究

Development of agricultural products e-commerce is an important content of "new rural construction", and explores the e-commerce critical success factors is a prerequisite for developing e-commerce of agricultural products in China. The implementation of agricultural products e-commerce is different from the other products', that need to focus on the technology behavior factors, but more attention to resource capacity and organizational environment, and the traditional e-commerce success theory was lack of consideration on this. Agricultural Economic Cooperative Organization (AECO) is an important subject of agricultural products e-commerce in China, its decision-making behavior have the stronger independency, but also affected by the organization and the farmers' social capital, and e-commerce related inside and outside constraints of the organization resources capacity, implementation of the behavior is more complex. According to the characteristics of agricultural products e-commerce in China, based on Resource-Based View (RBV) and Social Capital Theory (SCT), this paper will improve the traditional e-commerce success theory model (D&MEC), to form a new comprehensive model, and then put forward the corresponding critical success factors, research hypothesis, measurement indicators, measurement methods and empirical test. Thereby, based on Chinese management practice, it is useful exploring to establish the critical success factors theory of agricultural products e-commerce, and can be provide reference on theory and application for the basic theory research of e-commerce critical success factors and the implementation and popularization agricultural products e-commerce.

发展我国农产品电子商务是"新农村建设"的重要内容，而探究电子商务关键成功因素是发展农产品电子商务的前提。农产品电子商务的实施不同于其它产品，既要关注技术行为因素，更要关注资源能力和组织环境的影响，传统电子商务成功理论对此考虑不足。我国农合组织是农产品电子商务的重要主体，其决策行为既有较强自主性，同时也受组织及农户的社会资本影响和电子商务相关组织内外资源能力的约束，实施行为更加复杂。课题将根据我国农产品电子商务的特性，基于社会认知理论、资源基础理论（RBV）和社会资本理论（SCT）对传统电子商务成功理论（D&MEC）模型加以改进，形成新的综合模型，进而提出相应的关键成功因素，研究假设、测量指标及测量方法，并加以实证检验。藉此为建立基于中国管理实践的农产品电子商务关键成功因素理论进行有益探索，并对电子商务关键成功因素基础理论研究和我国农产品电子商务的实施推广提供理论和应用上的参考。

本课题围绕农产品电子商务的理论问题展开。首先，基于对农产品是否适合发展电子商务的追问，提出了产品电子商务价值理论，并给出了基于该理论进行电子商务销售产品选择的策略。其次，农产品销售不可能完全采用电子商务形式，必然是采用线上和线下双渠道的形式。鉴于此，本课题研究了零售商双渠道竞争策略和考虑公平关切的双渠道策略。第三，物流是农产品电子商务中的关键环节。针对此问题，本课题基于博弈论研究了B2C企业的物流选择问题。第四，基于目前我国农产品生产以“小农户”为主的特点，构建了基于hotelling的农户参与农合组织的策略模型。第五，针对农产品的网络销售推广问题，构建了基于双边市场的搜索引擎广告策略和考虑产品质量的广告平台收益优化策略。第六，近年来，以跨境电子商务为代表的新电商不断兴起，这为农产品电子商务提供了新的机遇，本课题构建了基于Salop模型的跨境电子商务综合实验区建设策略。这些研究对深化农合组织和农产品电子商务理论研究具有重要的推动作用。