农村电商发展SWOT分析及改进策略研究——以山东省为例
SWOT Analysis and Improvement Strategy Research on Rural E-Commerce Development—A Case Study of Shandong Province

近年来，农村电商的蓬勃发展为农产品流通架设了新平台，改变了以往信息不对称、销售渠道不通畅等问题，在推进农业转型升级方面发挥了重要作用。本文以山东省农村电商发展为研究对象，分析了山东省农村电商发展的优势、劣势、机遇和威胁，主要存在物流体系不完善、人才支撑不足、农产品同质化竞争激烈、电商平台监管体系不完善等问题，并针对问题提出了完善电商物流配送体系、加大电商人才培养力度、推进农产品品牌建设、完善电商平台监管体系等相应对策。
In recent years, the vigorous development of rural e-commerce has set up a new platform for the circulation of agricultural products, which has changed the problems of asymmetric information and obstructed sales channels in the past, and has played an important role in promoting the transformation and upgrading of agriculture. This paper takes the development of rural e-commerce in Shandong province as the research object, and analyzes the advantages, disadvantages, opportunities and threats of the development of rural e-commerce in Shandong province. There are mainly problems such as imperfect logistics system, insufficient talent support, fierce competition in homogenization of agricultural products, imperfect supervision system of e-commerce platform, etc. In response to these problems, it puts forward corresponding countermeasures such as improving the e-commerce logistics distribution system, increasing the training of e-commerce talents, promoting the brand construction of agricultural products, and improving the supervision system of e-commerce platforms.