农夫山泉股份有限公司电子商务运营模式问题研究大学学位论文 大学论文.doc

摘 要 时间的推移，科技的改变，人们的思想也会随之而改变，电子商务这一产业从刚开始不被世人接受，到现在发展成世界主流，这就是最好的证明。21世纪是电子商务时代，电子商务的发展和应用已经深深影响了当今社会的运行方式和人们的生活方式。电子商务的迅速发展，不仅意味着商业机会的大量增加，同时还意味着一种崭新的全球性网络经济时代的来临。因此，企业必须要适应电子商务这种方式，参与电子商务时代的国际竞争，所以企业的发展策略和经营模式面临着前所未有的挑战。企业要在信息时代参与市场竞争，就必须紧跟充分了解电子商务的理论和方法，有效地利用电子商务技术，积极地进行电子商务系统的建设和应用，最大程度地提升企业在电子商务时代的竞争优势和服务质量。 21世纪，各大产业都在蓬勃发展，而电子商务运营模式也因为产业不同分为很多类型，只有选择适合自身企业发展的电子商务运营模式，才能真正促进企业的发展，才能真正走在电子商务时代的前沿，成为未来电子商务的巨头。本文就以农夫山泉股份有限公司（以下简称农夫山泉）为例，介绍了快消品行业的电子商务现状，并分析出这个产业在电子商务发展中存在的问题，最后提出解决方案和适合其发展的电子商务运营模式。 关键字：电子商务；运营模式；网络经济；农夫山泉 Abstract The passage of time,?changes in technology,?peoples ideas?will also be changed,?the electronic commerce?the industry?from the beginning?is notaccepted by the people of the world,?now?developed into?the mainstream of the world,?this?is the best proof.?The twenty-first Century?is the era of e-commerce,?e-commerce development and application?has been deeply influenced by?the?social operation?mode and peoples?way of life.?The rapid development of electronic commerce,?not only?means that a substantial increase in?business opportunities,it also means?a new kind of global?network?economy era.?Therefore,?enterprises must?adapt to the?electronic commerce?this way,?participate in e-commerce?era ofinternational competition,?so the?development strategy?and mode of operation ofenterprise is confronted with?hitherto unknown?challenge.?Enterprises toparticipate in market competition?in the information age,?we?must?fully understand the theory and?methods?of e-commerce,?effective use of?electronic commerce technologies,?and actively carry out?the construction and?application of electroniccommerce system,?raising the maximum?of enterprise?in the era of e-commerce and?the competitive advantage and?service quality. In twenty-first Century,?the major industries?are flourishing,?and?e-commerce business model?for?industry?is divided into?many types,?only choose?e-commerce operation mode?for the development of the enterprise,?to?promote the