中国海参电商品牌建设评价及其推进策略研究

Abstract: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.

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