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

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.