生鲜农产品“微”电商的SWOT分析

SWOT Analysis of Fresh Agri-Food Selling Micro E-Business

摘要: 国家大力提倡电商助农，农产品分散经营的特点，使“微”电商能更好发挥中介作用，农户生产的农产品及时销售，使价值得到补偿。本文对生鲜农产品“微”电商进行SWOT分析，“微”电商具有与生鲜农产品分散经营相契合，成本低、风险小、经营时间灵活优势；存在规模小、无知名度，缺少仓储和供应链环节劣势；迎来政策大力支持，农村网民规模持续增长等机遇；面临行业竞争激烈，部分群体对“微”电商经营持排斥态度的威胁。通过SWOT分析，结合“微”电商特点，提出SO、ST、WO和WT策略。

Abstract: Nowadays, micro e-business is vigorously encouraged by the government as a way to help farmers. For the characteristic of decentralized management of agri-products, micro e-business can play a better intermediary role. Agri-products can be sold by e-business quickly, which enables the value and the profit of products to be realized in time. This arctile uses the SWOT analysis methods to evaluate the micro fresh agri-food selling e-business. The strength of selling fresh agri-food via micro e-business contains the advantage of aligning with decentralized management, low cost and risk, and flexible business hours. The weakness contains small scale and publicity, and lack of enough storage and supply chain. The opportunity contains policy support and the increase of famer netizen. The threat contains intense competition of e-business, and rejection of e-business by certain group. Last, from SWOT analysis and peculiarity of micro e-business, the SO、ST、WO and WT strategies and suggestions are put forward, respectively.