Research On E-commerce Development Strategy Of Nanji Island Large Yellow Croaker

In recent years,Pingyang County of Zhejiang Province has made great efforts to build a demonstration area for high-quality development and common prosperity.With Nanji Island large yellow croaker industry as one of the entry points,it has steadily promoted the process of common prosperity on islands.Nanji Islands National Marine Nature Reserve is one of the first five national Marine nature reserves approved by The State Council in 1990.The superior geographical environment,good water quality and ecological aquaculture in the sea area have achieved the unique quality of Nanji large yellow croaker.With the wide application of e-commerce,as well as the continuous development of Nanji Island large yellow croaker e-commerce market,Nanji island large yellow croaker enterprises actively explore the way of network marketing,gradually from the traditional sales market to the network sales platform,in order to cope with the rapid changes in the market environment.This thesis explores how to promote the e-commerce of Nanji Island large yellow croaker.The main conclusions and suggestions include the following four points:First,this thesis focuses on the Nanji Island large yellow croaker e-commerce market development characteristics and patterns.Combined with a large number of domestic and foreign literature on the application of agricultural products e-commerce and influencing factors,finally summarized the characteristics of Nanji Island large yellow croak ecommerce market:low breeding regulation,demand is restricted by the fishing ban and festivals,logistics distribution is limited by time,space and cost;There are five main modes of e-commerce market,which are live streaming mode,B2B mode,C2C mode,O2O mode and cross-border e-commerce mode.Second,in-depth research of Nanji Island large yellow croaker e-commerce market.Based on the questionnaire survey and relevant data,PEST analysis method is used to make a specific analysis of its e-commerce market environment.Centering on the external and internal environment of Nanji Island large yellow croaker e-commerce market,the eight conditions are analyzed in detail from the political and legal environment,economic environment,social environment,technical environment,product conditions,human conditions and brand and channel conditions.Thirdly,based on the"4P+4C" theory,the influential factors of Nanji Island large yellow croaker e-commerce market are analyzed.It is found that product quality,price,technical performance,customer relationship are the influential factors of Nanji Island large yellow croaker e-commerce market.Then the interview of Nanji Island large yellow croaker e-commerce enterprises and consumers,using the method of survey interview and expert scoring,screen and confirm the influence factors of Nanji island large yellow croaker ecommerce market.They are logistics efficiency,warehousing efficiency,data quality,data mining,customer positioning,search engine effect,SMS promotion effect,social promotion effect,member promotion service,customer service response speed,after-sales service effect,payment security,commodity price and commodity quality.Fourthly,according to the previous research results and combined with the development background of e-commerce market,this study believes that in order to develop the e-commerce market of Nanji Island large yellow croaker,targeted strategies must be put forward from three aspects:government,enterprises and consumers.As for the government,it is suggested that laws and regulations should be standardized,network platforms should be quality and e-commerce merchants should be specialized.As for enterprises,it is suggested that the cooperation be comprehensive,product diversification and product quality standardization;As for consumers,it is suggested to change the concept of consumption and establish the consciousness of consumer rights protection.