中国海参电商品牌建设评价及其推进策略研究

Study on the Evaluation and Promotion Strategy of Chinese Sea Cucumber E-commerce Brand

建设海参电商品牌有助于消费者快速定位自己的目标海参产品,促进海参产销的有效衔接。本文结合中国海参电商品牌运行特征分析,聚焦中国海参电商品牌建设中存在的规模总量有限、发展进程缓慢,品牌意识薄弱、运营能力不足,店铺资质不高、品质差异较大,监管力度不足、行业乱象丛生等问题,有针对性地提出拓宽海参电商渠道、促进线上线下协同发展,强化海参品牌意识、提高电商品牌营运能力,扶持海参电商经营、规范海参电商行业发展,强化数据追溯能力、做好海参品质全程监管,强塑海参食材文化、讲好海参电商品牌故事等对策,希冀促进“十四五”期间中国海参电商品牌的持续快速发展。

Building a sea cucumber e-commerce brand can help consumers quickly locate their target sea cucumber products,and promote the effective connection between the production and marketing of sea cucumber.Based on combining with the analysis of the operation characteristics of Chinese sea cucumber e-commerce brand,this paper focuses on the problems existing in the building of sea cucumber e-commerce brand in China,such as the limited operation scale,the slow development process,the weak brand awareness,the insufficient operation capacity,the low store qualification,the large quality difference,the insufficient market supervision,the industry is in chaos,and so on.In order to promote the sustained and rapid development of China’s sea cucumber e-commerce brand during the“14th five year plan”period,it is suggested to expand the channel of sea cucumber e-commerce and promote jointly online and offline development of sea cucumber industry,strengthen the brand awareness of sea cucumber operation and improve the operation ability of sea cucumber e-commerce brands,support the operation of sea cucumber e-commerce and standardize the development of sea cucumber e-commerce industry,strengthen the ability of data trace ability and enhance the whole process supervision of sea cucumber quality safety,strengthen the culture of sea cucumber ingredients and tell a good story of sea cucumber e-commerce brand.