电商平台生鲜荔枝销售特征分析与启示  

Analysis and enlightenment of sales characteristics of fresh litchi on E-commerce platform

作　　者：王陶 姚炯昌 左两军[1] WANG Tao;YAO Jiong-chang;ZUO Liang-jun(Economics and Management,South China Agricultural University,Guangdong 510642,China)

机构地区：[1]华南农业大学经济管理学院,广东广州510642

出　　处：《广东农业科学》2018年第7期140-147,共8页Guangdong Agricultural Sciences

基　　金：国家现代农业产业技术体系专项基金(CARS-33-16)

摘　　要：荔枝电商的发展对于荔枝产业的发展产生了深刻的影响,了解荔枝电商营销的特点对于荔枝品牌建设、优化行业标准以及提升产业链从业人员的收入、加强荔枝产业链各环节的深度融合都具有重要意义。以2017年7月淘宝天猫、京东、顺丰优选3个生鲜电商平台313份正在销售的线上荔枝店家数据为依据,分析不同电商平台中生鲜荔枝销售品种、销售价格、销售地区、包装特征、物流配送公司、营销语言6个基本特征。并针对电商平台上存在的荔枝销售品种相对集中,主要销售妃子笑、桂味等品种;不同电商平台相同荔枝品种销售价格差异较大,且远高于同期线下价格;销售包装以简包装为主;生鲜电商卖家注册地主要分布于主产区等特征,提出重视与电商平台合作、重视与荔枝产区的合作及错位营销、重视与生鲜物流企业的深度合作以及重视"绿色环保"理念营销等启示,以期提高生鲜荔枝销售商的收入与竞争优势,从而促进荔枝产业的持续健康发展。The development of litchi e-commerce has a profound influence on the development of litchi industry.It is of great significance to understand the characteristics of the marketing of litchi ecommerce,to optimize the litchi brand,to optimize the industry standard,to improve the income of employees of the industry chain,and to strengthen the depth of all aspects of litchi industry chain.Based on 313 copies of the online litchi stores that are being sold by Taobao Tmall,Jingdong and Shunfeng’s in July 2017,this paper analyzed six basic characteristics of fresh litchi sales,sales prices,sales areas,packaging features,logistics distribution companies and marketing language in different e-commerce platforms.The sales of litchi existed on the e-commerce platform were relatively concentrated,mainly selling dumplings,cinnamon and other varieties;different e-commerce platforms had the same difference in selling prices of litchi varieties,and were much higher than the offline prices at the same period.In order to improve the income and competitive advantage of fresh litchi sellers and promote the sustainable and healthy development of litchi industry,we should attach importance to cooperation with the e-commerce platform,cooperation and misplacement of litchi producing areas,deep cooperation with fresh logistics enterprises,and“green environmental protection”concept marketing.

关 键 词：农产品 生鲜 电子商务 荔枝 销售 可持续发展 

分 类 号：F713.36[经济管理—产业经济]