中文摘要这两年，电商巨头们不断地在进行价格战的角逐。这意味着，电商曾经的目标市场已经接近饱和，亟待新的市场需求来满足现在大体量的电子商务。正是在这个时候，农村电商重出江湖，各大电商巨头纷纷下乡刷墙、宣传造势。而作为中国自营式网络零售商的零售商，京东也在开拓自己的农村电商之路。本文着眼于京东渠道下沉中的农村电商策略，以SWOT分析作为本文的主体内容。首先，介绍京东农村电子商务的现状，以“先锋站”、“京东帮”为代表；然后以SWOT模型作为分析工具，浅析京东在农村电商发展中的优势、劣势、机会和挑战；再者，剖析京东下沉渠道的动因；最后，提出自己对于京东发展农村电商的建议。由此，得出电商要想发展农村业务，必须解决物流配送问题。【关键词】农村电商渠道下沉自营物流AbstractThisyear,theelectricitysuppliergiantscontinuetocompeteinapricewar.Thismeansthat,oncetheelectricitysuppliermarketisclosetosaturation,tobethenewmarketdemandtomeetthecurrentlargevolumeofelectroniccommerce.Itwasatthistime,theruralelectricityproviderscameback,themajorelectricitysuppliergiantshavecountrysidewhitewashing,propaganda.AsChinaproprietaryonlineretailersretailers,Jingdongalsodeveloptheirownelectricitysupplierinruralroad.ThispaperfocusesontheruralelectricitysupplierstrategyJingdongchannelsinkin,withSWOTanalysisasthemaincontentofthisarticle.Firstly,introducesthepresentsituationofJingdongrurale-commerce,"XianFengRailwayStation","Jingdonghelp"asrepresentative;thenbasedontheSWOTmodelastheanalysistool,analysisofadvantages,Jingdonginruralelectricitysupplierdevelopmentdisadvantage,opportunitiesandchallenges;moreover,analyzethecauseJingdongsinkingchannels;finally,theauthorputsforwardhisownsuggestionsforthedevelopmentofJingdongtheruralelectricitysupplier.Therefore,theelectricitysuppliertothedevelopmentofruralbusiness,mustsolvetheproblemoflogisticsdistribution.【Keyword】ruralelectricitysupplierthechannelsinkselflogistics目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc418537827"SouthwesternUniversityofFinanceandEconomicsPAGEREF_Toc418537827\h1HYPERLINK\l"_Toc418537828"一、绪论PAGEREF_Toc418537828\h1HYPERLINK\l"_Toc418537829"1.1引言PAGEREF_Toc418537829\h1HYPERLINK\l"_Toc418537830"1.2基本概念PAGEREF_Toc418537830\h2HYPERLINK\l"_Toc418537831"1.2.1电子商务的定义PAGEREF_Toc418537831\h2HYPERLINK\l"_Toc418537832"1.2.2农村电子商务概述PAGEREF_Toc418537832\h3HYPERLINK\l"_Toc418537833"1.2.3渠道下沉概念及模式PAGEREF_Toc418537833\h3