水产品电子商务消费调查及优化策略——基于湛江市消费者的问卷调查

Consumption Survey of Electronic Commerce for Aquatic Products and Optimization Strategy:Based on the Questionnaire Investigation of Consumers in Zhanjiang City

通过问卷调查,了解湛江市消费者对水产品消费习惯和水产品电子商务的认知情况及消费意愿。结果表明:消费者对水产品的购买偏向性较低;普遍认为水产品的价格偏高;对水产品购买的种类及场所等同样具有明显的偏向性;对水产品的配送时间及新鲜度等质量要求较高;同时,消费者对水产品电子商务的认知程度较低,但水产品电子商务具有巨大的市场空间和发展潜力。基于水产品电子商务目前存在的问题,通过加大对水产品电子商务的宣传与推广,改变消费习惯,搭建良好的电商平台和完善冷链物流保障等策略,将能快速推动水产品电子商务的发展,带动水产业的进一步发展。

Aquatic product industry should develop its electronic commerce as the electronic commerce has been becoming a new predominated and effective marketing right now. Study on consumers’ cognition of the aquatic product electronic commerce by the questionnaire investigation in the city of Chinese sea food （Zhanjiang City） in order to know the current cognition and consumption of the aquatic product electronic commerce. The results indicated that consumers showed low consumption desire to aquatic products; Price of aquatic products was still a little higher; categories and market places of aquatic products were obviously selective; Requirements on delivery time and quality of aquatic products were relatively high. Consumers had low awareness of electronic commerce of aquatic product, but there was a great potentiality in aquatic product electronic commerce. Based on the current issues of the aquatic product electronic commerce, the development of electronic commerce of aquatic products can be quickly promoted by the following strategies：the intensify propaganda and diversified sales, the change of consumption habit, the construction of convenient electronic commerce platforms and the perfect cold chain logistics supports.