【正文】 ajor electricity supplier giants have countryside whitewashing, propaganda. As China proprietary online retailers retailers, Jingdong also develop their own electricity supplier in rural road. This paper focuses on the rural electricity supplier strategy Jingdong channel sink in, with SWOT analysis as the main content of this article. Firstly, introduces the present situation of Jingdong rural emerce, XianFeng Railway Station, Jingdong help as representative。 moreover, analyze the cause Jingdong sinking channels。 一、緒論 ...................................................... 1 引言 ...................................................................................................................... 1 基本概念 ............................................................................................................... 2 電子商務(wù)的定義 ............................................................................................. 2 農(nóng)村電子商務(wù)概述 .......................................................................................... 3 渠道下沉概念及模式 ...................................................................................... 3 文獻綜述 ............................................................................................................... 5 戰(zhàn)略變革的內(nèi)涵 .............................................................................................. 5 電商下鄉(xiāng)的模式 .............................................................................................. 6 理論基礎(chǔ) ............................................................................................................... 6 PEST 分析法 ..................................................................................................... 6 4P 理論 ............................................................................................................ 7 SWOT 矩陣分析法 ............................................................................................ 7 二、京東農(nóng)村電子商務(wù)現(xiàn)狀 ....................................... 7 京東簡介 ............................................................................................................... 8 京東渠道下沉戰(zhàn)略 ................................................................................................ 8 宣傳造勢 ........................................................................................................ 9 深化配送站點建設(shè) .......................................................................................... 9 三、京東商城 SWOT 分析 ......................................... 10 京東優(yōu)勢分析 ...................................................................................................... 11 自營物流優(yōu)勢 ............................................................................................... 11 信息平臺優(yōu)勢 ............................................................................................... 11 優(yōu)質(zhì)售后服務(wù) ............................................................................................... 12 現(xiàn)金流充足、資本優(yōu)勢 ................................................................................ 12 渠道優(yōu)勢 ...................................................................................................... 12 京東劣勢分析 ...................................................................................................... 13 基層管理者缺乏 ........................................................................................... 13 三方服務(wù)商無法把控 .................................................................................... 13 缺乏農(nóng)村可靠的支付方式 ............................................................................. 13 京東的機會 ......................................................................................................... 13 農(nóng)村市場前景廣闊 ........................................................................................ 13 政府共享改革發(fā)展成果 ................................................................................ 14 移動互聯(lián)網(wǎng)時代 ........................................................................................... 14 物流公司向農(nóng)村拓展 .................................................................................... 14 京東的挑戰(zhàn) ......................................................................................................... 15 農(nóng)村傳統(tǒng)渠道根深蒂固 ................................................................................ 15 電商競爭激烈 ............................................................................................... 15 成本投入高，短期盈利 難 ............................................................................. 16 四、京東開拓農(nóng)村市場所遇到的問題 ............................... 16 成本投入高 ......................................................................................................... 16 配送不及時、范圍不夠 ....................................................................................... 17 缺乏可靠的支付方式 ........................................................................................... 17 傳統(tǒng)購物習慣與購物渠道 ................................................................................... 17 缺乏政府參與度 .................................................................................................. 18 過于重視賣貨 ...................................................................................................... 18 五、京東農(nóng)村電商發(fā)展建議 ...................................... 18 鄉(xiāng)鎮(zhèn)配送建議 ...................................................................................................... 18 基礎(chǔ)管理人員建設(shè) .............................................................................................. 19 支付方式建議 ........