我国海产品电子商务发展对策研究  

Seafood e-commerce development countermeasure research in China

作　　者：赖媛媛[1,2] 韩立民[1] 

机构地区：[1]中国海洋大学管理学院,山东青岛266100 [2]青岛农业大学经济与管理学院,山东青岛266109

出　　处：《中国渔业经济》2015年第3期27-32,共6页Chinese Fisheries Economics

基　　金：教育部人文社会科学重点研究基地重大项目"中国海产品物流管理体系构建研究"(10JJDZONGHE014);青岛农业大学人文社会科学校级课题"农业产业链发展环境下山东省畜牧业物流体系构建"(613Q03)的成果

摘　　要：我国网络购物群体规模不断扩大,海产品电子商务也随之兴起并迅速发展。本文主要通过对淘宝指数的数据分析,总结了当前我国海产品电子商务具有参与主体单一、消费区域广阔、销售途径多样化、消费群体差异大、品牌价值低等特点。从产品标准、配送体系、信息技术、销售策略等方面分析了我国海产品电子商务存在的问题,在宏观层面上提出制定海产品电子商务规范、健全海产品物流配送体系、加强信息网络建设、培养海产品电商人才等建议;在营销策略层面提出加强品牌建设、重视内陆市场、重视移动终端客户、提高网络营销技巧等对策建议。China＇s online shopping population scale expands unceasingly, seafood e-commerce develop rapidly. Mainly through the Taobao index data analysis, this article summed up the characteristics of the current seafood electronic commerce in our country such as single participants, wide consumption area, marketing way diversification, large difference of consumer groups and low brand value. This article analyzed the problem of seafood electronic commerce in our country in product standard, distribution system, information technology, sales strategy, etc. this article pointed out at the macro level of seafood electronic commerce norm, the seafood logistics distribution system, to strengthen the construction of information network, cultivating seafood such as electric business advice; In the aspect of marketing strategy is put forward to strengthen the construction of brand, attaches great importance to the inland market, attaches great importance to the mobile terminal customers, improve the network marketing skills, etc

关 键 词：海产品 电子商务 目标群体指数 物流配送 营销策略 

分 类 号：F326.403[经济管理—产业经济]