Research On Development Status And Countermeasures Of E-commerce Of Suzhou XINLIAN Poultry Industry In The Background Of "Internet+"

Since implementing national development strategy “ Internet+ ”,many new agricultural business entities and e-commerce enterprises carried out effective exploration in “ Internet+ ” modern agricultural field,and agricultural e-commerce developed rapidly.As an important part of agriculture,poultry industry positively conformed to this trend,and it was committed to optimizing and upgrading poultry industry by e-commerce and promoting the transformation development of enterprises of poultry industry.However,comparing with other fields,development level of e-commerce of poultry industry comparatively fell behind due to its unique features and operation model,and its operation and promotion effect are barely satisfactory.Based on feature of poultry industry,it is imperative to solve featured problems in the process of developing e-commerce by internet technology,thought and channel.Based on the above background,this paper was exemplified by XINLIAN Poultry Industry,which was engaged in whole-industry chain service in poultry industry,and empirical analysis was carried out on development situation of e-commerce of XINLIAN Poultry Industry by survey data related with laying hen cultivation industry and by applying case analysis method;by comparing the model of e-commerce industrial value chain of poultry industry,it conducted systematic analysis on overall operation situation of e-commerce industrial value chain of laying hen and current status of each subject;On this basis,it pointed out problems that exist in e-commerce development of XINLIAN Poultry Industry,and put forward countermeasures and suggestions for development of e-commerce that suit features of enterprise itself.It was found in this study that main problems exist in e-commerce of poultry industry as follows: industrial value chain of poultry industry was long and dispersed,core role of leading enterprise was not fully played,logistics and marketing strategy failed to adapt to the development demand of agricultural products;poultry industry must take “Internet+” as means to promote intelligentization and datamation of production management,to integrate industrial chain resources by using e-commerce platform of the industry,to build brand of agricultural products by integrated e-marketing.The innovation of this paper was combining the most traditional poultry industry with latest internet to seek for development way for e-commerce of poultry industry based on“Internet+” poultry industry.In Chapter 1 of this paper,it introduces research background,significance,train of thought,method and theoretical basis of this study,;in Chapter 2,it put forward theoretical basis of concept and basis that related with research,and summarized research and application status of agricultural e-commerce at home and abroad;in Chapter 3,it stated enterprise profile of Suzhou Xinlian Poultry Industry and development status of its e-commerce,and based on contrastive analysis of the industry,industrial chain value analysis,SWOT strategy analysis to argue advantages,disadvantages,opportunity and challenge of developing e-commerce in Xinlian Poultry in many dimensions,and found out specific problems that exist in industrial base,industrial value chain integration,brand construction,product layout,logistics and marketing planning in e-commerce development of XINLIAN Poultry Industry;In Chapter 4,in two points of view of“ Internet+ ” e-commerce optimization development strategy and detailed countermeasures of e-commerce development of enterprise,it put forward targeted countermeasures and suggestions,arguing that must take “Internet+ ” as means to promote management upgrading of laying hen cultivation,to integrate industrial chain resource of laying hen cultivation,to consolidate industrial basis of e-commerce development.It put forward optimizing e-commerce development strategy by using“Internet+” thinking to make full use of accumulated experience in the cultivation industry,innovate marketing mode,develop core products,upgrade e-commerce platform,construct complete efficient whole industrial chain e-commerce system;and Chapter 5 is conclusion.