摘 要计算机技术的进步与信息化的发展，促使我国传统农业向农村电商的转变，这不仅改进了落后的农业模式，也增强了我国农业的国际竞争力。与此同时，农产品网络营销的发展也存在着很大的挑战，农村地区电商营销人才缺乏，已成为农村电商化发展道路上的重要瓶颈。一方面，高校农村电商营销人才的培养模式滞后，导致毕业生就业率低下、企业招聘难的矛盾现象。另一方面，农村企业员工营销技能落后，影响了农村营销水平和营销效率的提升。71625

尽管如此，对于农村电商营销人才建设的相关问题的研究屈指可数，因此本文从人才培养理论以及行动者网络理论的角度出发，通过对国内外对农村电商网络营销人才建设的研究概况、农村电商网络营销人才现状、行动者网络理论在该问题上的应用以及以优秀案例遂昌模式的实证分析，探讨破解农村电商网络营销人才建设局限性的对策，为农村电商现代化发展带来实际意义，也对农村经济的现代化具有推动作用。

The progress of computer technology and the development of information technology make the transformation from traditional agriculture to rural electricity business which not only improved the backward mode of agriculture, but enhance the international competitiveness of agriculture in China. At the same time, the development of agricultural product electricity marketing also has some big challenges. The lack of electricity marketing talent in rural areas has become the important bottleneck of rural electricity development. On the one hand, the lag of the training mode of rural electricity marketing talents in universities and colleges lead to the low graduates’ employment rate and the difficulty in enterprise recruitment. Rural enterprise employees' marketing skills, on the other hand, has affected the rural marketing level and the promotion of the marketing efficiency. 

Nevertheless, for rural electricity marketing personnel issues related to the construction of research are numbered. So this paper starts from the theory of talent training, and the perspective of actor network theory. Discussion countermeasures of cracking the limitation of construction of electricity marketing talents in rural area through the research situation of the construction of the electricity marketing talents in rural area at home and abroad、status quo of rural electricity marketing talents、the application of theory of the actors in this problem and the empirical analysis of local model of Suichang County. Practical significance for rural electricity modernization development also has impetus to the modernization of the rural economy. 

毕业论文关键词：农村电商网络营销人才； 人才培养； 行动者网络；关键行动者

Keyword: Rural electricity business and network marketing talents；Cultivation of talents；The actors network；key actor

目录

摘 要 2

1. 引言 3

1.1 选题背景、目的及意义 3

1.2 国内外发展现状分析 3

1.2.1. 国外发展情况 3

1.2.2. 国内发展情况 4

1.3 研究内容和方法 5

1.3.1 研究内容 5

1.3.2 研究方法 5

1.4