中国水产品跨境电商出口发展策略提升研究  

Research on Improving Strategies for the Development of China’s Seafood Cross-Border E-Commerce Exports

作　　者：程欣 宋诗睿 周一帆 钟宇颖 李红琳[1] Cheng Xin;Song Shirui;Zhou Yifan;Zhong Yuying;Li Honglin(Jining Medical University,Rizhao,Shandong Province,276826)

机构地区：[1]济宁医学院,山东日照276826

出　　处：《中国商论》2024年第17期131-134,共4页China Journal of Commerce

基　　金：2022年山东省大学生创新训练计划项目“分析跨境电商直播中跨文化心理的运用与体现”(S202210443017)。

摘　　要：数字经济时代,跨境电商平台的蓬勃发展为中国水产业开辟了广阔的市场空间,成为中国水产企业快速发展的推动力。但同时,企业也面临贸易保护主义和技术壁垒等挑战,在百年未有之大变局下,中国水产行业在跨境电商出口领域应积极寻求创新发展策略。研究发现,中国水产业在跨境电商方面存在着品牌意识薄弱、品牌同质化、冷链物流技术制约、合规挑战、复合型人才短缺等现状。因此,水产行业在出口跨境电商方面需不断提升品牌意识,差异化品牌定位,全方位提升冷链物流管理水平,加强跨境电商合规操作以及“政+企+校+社”联动培养复合型跨境电商人才,以应对复杂国际环境,谋求水产行业跨境电商实现更好更快发展。In the era of the digital economy,the rapid development of cross-border e-commerce platforms has opened vast market opportunities for China's aquaculture industry,driving the swift growth of Chinese aquatic enterprises.However,companies also face challenges such as trade protectionism and technical barriers.Amidst unprecedented global changes,China's aquaculture sector must actively seek innovative development strategies in the realm of cross-border e-commerce exports.Research has identified several issues in China's aquaculture cross-border e-commerce,including weak brand awareness,brand homogenization,cold chain logistics constraints,compliance challenges,and a shortage of versatile talent.Therefore,the industry needs to continuously enhance brand awareness,pursue differentiated brand positioning,comprehensively improve cold chain logistics management,and strengthen compliance in cross-border e-commerce operations.Additionally,a collaborative effort between government,enterprises,schools,and society is essential to cultivate versatile talent for cross-border e-commerce.These steps will help the aquaculture industry navigate the complex international environment and achieve faster,better development in cross-border e-commerce.

关 键 词：水产业 跨境电商 出口 中国水产企业 水产品 

分 类 号：F742[经济管理—国际贸易] F762.6[经济管理—产业经济]