Lu, H., 2020. Marketing network of marine products under e-commerce mode. In: Gong, D.; Zhang, M., and Liu, R. (eds.), Advances in Coastal Research: Engineering, Industry, Economy, and Sustainable Development. Journal of Coastal Research, Special Issue No. 106, pp. 267–271. Coconut Creek (Florida), ISSN 0749-0208.
The construction of marine product marketing network under the e-commerce mode plays an important role in expanding the marketing scope of marine products and increasing corporate income. This paper first describes the development prospect of e-commerce in China and its impact on marine products; then it analyzes the operation mode and marketing channel management of e-commerce for marine products, as well as the characteristics of the marketing of marine products; moreover, on the basis of the analysis, it summarizes the problems existing in the construction of a marine product marketing network under the e-commerce mode and proposes relevant suggestions. The research finds that the current e-commerce transactions of marine products in China mainly have three modes: setting up online shops on third-party websites; publishing product information on marine product marketing websites; and selling marine products on network platforms built by the e-commerce enterprises themselves. The e-commerce mode can simplify the transaction process of marine products and save the sales cost, while consumers could also enjoy greater discounts; moreover, the e-commerce mode can facilitate government supervision and ensure reasonable operations. For current marine product marketing network construction under the e-commerce mode, there are problems such as insufficient brand building, low utilization of cold chain transportation, incomplete after-sales service, and lack of a standardized system, so the brand building should be strengthened, the logistics service level should be improved, and the processing level of marine products should be enhanced. This paper aims to promote the construction of a marine product marketing network.