Research On The Operation Of Seafood Sales E-commerce Platform Under The Background Of Rural Revitalization

In 2021,China explicitly proposed to strengthen the implementation of the rural revitalization strategy.How to better develop the grassroots economy in this context and what development model to operate have become the focus of attention for many people.The research in this article actively focuses on the operation of the Internet e-commerce platform in Lianyungang City,which is in the context of rural revitalization.Focusing on Lianyungang City as the research object,the analysis of the construction and development of seafood sales e-commerce platforms in the region was placed in the context of rural revitalization.The operating environment,operating mode,and development effectiveness of the platform were explored,and the objective environment for the development of Lianyungang Internet e-commerce platforms in the context of rural revitalization was analyzed.In terms of e-commerce platform operation and severe competition for product homogenization There are problems with the lack of highly educated talents and business entities’ awareness of e-commerce platforms.The main conclusions are as follows: Lianyungang’s e-commerce platform for seafood products sales is generally operating well.In 2022,the e-commerce transaction amount will reach 13.5 billion yuan,making it the first town in the country with 16.5 billion clicks,indicating that it can promote the development of the local economy,drive the employment of local farmers,increase the sales of seafood products,but more needs to develop its own platform,further reduce logistics costs,and reduce the expenditure on cold chain warehouses,Guide more business entities to pay attention to e-commerce platform Ping An and avoid vicious competition;At the same time,the local government promotes the development of downstream supporting industries and regards the development of Lianyungang’s e-commerce industry as a breakthrough for high-quality development.Through a questionnaire survey,the actual development problems of internet e-commerce platforms in Lianyungang City under the background of rural revitalization were analyzed and summarized,mainly including difficulties in survival of localized e-commerce platforms,insufficient awareness of seafood product operators,severe competition for product homogenization,and a lack of professional talents;Only 5% of the local self built platforms rely on third-party platforms such as JD,Kwai,and 86%;The proportion of operators actively participating in training is only 15%,and their awareness of e-commerce platforms is insufficient.The main reasons for the problems include deviation in marketing strategy positioning,insufficient cold chain equipment and high logistics costs,neglect of consumer service experience,rigid talent cultivation and introduction mechanisms,etc.The return rate on cold chain equipment construction is low,accounting for 38% of the cost,while logistics costs remain high,accounting for 20% of the cost.Finally,starting from the background of rural revitalization,positive countermeasures and suggestions were put forward for the development of Lianyungang’s internet e-commerce platform,in order to help the local government assess the situation,correctly grasp the strategic opportunities of rural revitalization,establish and improve the internet e-commerce platform,and through scientific management and healthy operation,truly promote the sustained high-level development of the local economy and make positive contributions to improving the living standards of the people.