电商平台背景下进口水产品销售模式的创新研究

Innovative Sales Models for Imported Aquatic Products in the Context of E-Commerce Platforms

摘要: 随着中国消费升级与数字经济深度融合，进口水产品市场迎来高速增长期，电商平台已成为其核心销售渠道。本文旨在系统探讨电商平台驱动下进口水产品销售模式的创新机理、挑战与对策。首先，通过文献梳理界定研究背景与意义；其次，基于双边市场理论视角，剖析电商平台促进模式创新的内在逻辑；随后，紧扣进口水产品特性，从供应链、信息、竞争与监管四个维度，分析当前销售模式面临的结构性挑战；最后，提出涵盖供应链协同、体验经济、数字赋能及合规治理的系统性创新策略；本文为构建高效、韧性、可持续的进口水产品销售生态系统提供了理论参考与实践路径。

Abstract: With the deep integration of China’s consumption upgrade and digital economy, the imported aquatic products market has entered a period of rapid growth, with e-commerce platforms becoming its core sales channel. This paper aims to systematically explore the innovative mechanisms, challenges, and countermeasures of imported aquatic products sales models driven by e-commerce platforms. Firstly, the research background and significance are defined through a literature review. Secondly, drawing upon bilateral market theory, it dissects the intrinsic logic through which e-commerce platforms catalyse model innovation. Subsequently, focusing on the characteristics of imported aquatic products, it analyses the structural challenges confronting current sales models across four dimensions: supply chain, information, competition, and regulation. Finally, it proposes a systematic innovation strategy encompassing supply chain collaboration, the experience economy, digital empowerment, and compliance governance. This paper provides theoretical reference and practical pathways for constructing an efficient, resilient, and sustainable sales ecosystem for imported aquatic products.