价值链视角下中小饲料企业电子商务模式的优化  

Optimization of e-commerce mode of small and medium-sized feed enterprises from the perspective of value chain

作　　者：夏凡[1] 吴书新[2] 侯铭海[1] XIA Fan;WU Shuxin;HOU Minghai(Hebei Construction Material Vocational and Technology College,Qinhuangdao,Hebei Province 066000,China;Huihua College of Hebei Normal University,Shijiazhuang,Hebei Province 050091,China)

机构地区：[1]河北建材职业技术学院,河北秦皇岛066000 [2]河北师范大学汇华学院,河北石家庄050091

出　　处：《中国饲料》2023年第12期149-152,共4页China Feed

基　　金：秦皇岛市科技局项目(202004A142)。

摘　　要：当前我国中小饲料企业主要借助电子商务服务平台来销售饲料产品,但电商服务平台的营销活动并不适合饲料产品,且中小饲料企业在电商平台竞争中容易陷入价格战,无法控制电商的物流服务,并对饲料消费者购买行为的数据分析不足。在价值链视角下,我国中小饲料企业应构建电子商务价值链联盟,制定适合饲料产品的促销活动,加强饲料电商行业细分,突出电商饲料产品特色,筛选优质和专业的饲料产品物流服务商,运用智能工具,加强对饲料消费者的大数据分析。At present,small and medium-sized feed enterprises in China mainly use e-commerce service platforms to sell feed products,but the marketing activities of e-commerce service platforms are not suitable for feed products,and small and medium-sized feed enterprises are prone to fall into price wars in e-commerce platform competition,unable to control the logistics services of e-commerce,and insufficient data analysis on the purchase behavior of feed consumers.From the perspective of value chain,China's small and medium-sized feed enterprises should build an e-commerce value chain alliance,formulate promotional activities suitable for feed products,strengthen the segmentation of feed e-commerce industry,highlight the characteristics of e-commerce feed products,screen high-quality and professional feed product logistics service providers,use intelligent tools,and strengthen the big data analysis of feed consumers.

关 键 词：价值链 中小饲料企业 电子商务模式 优化 

分 类 号：F3[经济管理—产业经济]