Research On The Development Strategy Of Sericulture Products In The Context Of "Internet Plus"

In twenty-first Century,with the rapid development of Internet technology,traditional consumption patterns can no longer meet people’s needs.In the mobile Internet era,e-commerce industry of all kinds of products is rising.The traditional agricultural products are gradually coming to the new spring with the development of e-commerce."Internet plus agriculture" is a new way of appearing in front of people.E-commerce can break the space and time constraints,effectively reduce transaction costs and improve product returns.E-commerce of agricultural products refers to the release and collection of agricultural products’ demand,price,sales and other information by using various information technologies,or conducting a series of electronic trading activities,which will also be one of the important development directions of agricultural products sales in the future.At present,e-commerce of agricultural products enterprises in China has developed rapidly,and many successful e-commerce cases of agricultural products have emerged,which are worth our reference.As a traditional and characteristic agricultural industry in China,sericulture industry has been strongly supported by the state and governments at all levels.However,in the face of industrial transformation and upgrading and long-term stable development,sericulture industry still faces many challenges.Whether the development of e-commerce in sericulture industry can make it radiate new vitality remains to be further studied.Based on the theory of e-commerce,this paper defines the concept of e-commerce of agricultural products,e-commerce mode and e-commerce marketing,and combs the common ecommerce modes and marketing strategies of agricultural products.Combined with references and investigation data,taking Hai’an City,Jiangsu Province,as the research object,this paper makes a preliminary investigation on the development of local sericulture industry,and carries out pest(political environment,economic environment,social environment and technical environment)analysis and evaluation on the development of local sericulture industry ecommerce.On the whole,the external social environment of Hai’an city is very favorable to the development of e-commerce of local sericulture industry.In terms of e-commerce development mode,taking local leading cocoon and silk enterprises and individual e-commerce farmers as the target,this paper introduces the development mode of personal e-commerce and enterprise ecommerce,and sums up the e-commerce development mode types of silkworm products in Hai’an city.Finally,at the level of product marketing,SWOT(strengths,weaknesses,opportunities,challenges)analysis of the marketing environment of enterprise e-commerce development is carried out,and the marketing situation of sericulture products under the mode of "e-commerce" is summarized.This paper analyzes and evaluates the development of e-commerce from the external and internal factors of enterprises.Taking the development of sericulture e-commerce in Datong town of Jiande City of Zhejiang Province as an excellent case in China,this paper gives reference direction in product strategy and marketing strategy.On the whole,Haian sericulture e-commerce has some shortcomings in the development mode,product type,marketing strategy and so on.For example,the utilization of the third-party e-commerce platform is limited,the product type is too traditional,the marketing strategy is too single,and the lack of e-commerce talents.In view of these shortcomings,the author also puts forward the corresponding solutions,such as the extension of new sericulture products,the promotion of design and packaging,and the further optimization of brand building;in terms of mode development,it is necessary to expand the cooperative B2 C and o2 o platforms,and adopt the new social e-commerce mode.In terms of marketing strategy,we should also keep up with the development trend and be good at video marketing and role marketing with the help of new media technology.At the same time,the support of talents and technology and the protection of laws and regulations are also indispensable.This paper sorts out the problems encountered in the development of Haian’s sericulture enterprises,aiming at proposing targeted solutions to promote the deep integration of "Internet plus" and sericulture industry in Haian,and promoting the quality and healthy development of e-commerce in sericulture industry.