Proceedings of the 2nd International Conference on Culture, Education and Economic Development of Modern Society (ICCESE 2018)

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Research on the E-commerce Development Strategies of Small and Medium-sized Enterprises in Quanzhou Based on Content Analysis Taking Goldeer Corporation as An Example

Authors
Yiping Hong
Corresponding Author
Yiping Hong
Available Online March 2018.
DOI
10.2991/iccese-18.2018.277How to use a DOI?
Keywords
content analysis; small and medium-sized enterprises(SMEs); e-commerce; strategies
Abstract

Under the background of the rapid development of e-commerce in the current era, whether small and medium-sized enterprises can effectively develop e-commerce is the key to the survival and development of enterprises. In this study, taking Quanzhou’s local enterprise, Goldeer Corporation as an example, we have collected 31,421 effective customer reviews from its Tmall flagship store. The total number of words is approximately 710,000. The content analysis method was used to study the samples. The results showed that: customers concern the actual effect of products the most; the speed of express delivery the second; packaging and branding the third; the price the last. Basing on the results, we have made some suggestions for the e-commerce development of small and medium-sized enterprises: 1. The utility of products should be put in the first place in e-commerce marketing; 2. Provide more convenient and efficient online shopping experience; 3. Pay attention to the consistency of product packaging and promotion, to enhance corporate branding; 4. Focus on products' cost performance and never fall into the whirlpool of price competition.

Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2nd International Conference on Culture, Education and Economic Development of Modern Society (ICCESE 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
March 2018
ISBN
978-94-6252-495-8
ISSN
2352-5398
DOI
10.2991/iccese-18.2018.277How to use a DOI?
Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Yiping Hong
PY  - 2018/03
DA  - 2018/03
TI  - Research on the E-commerce Development Strategies of Small and Medium-sized Enterprises in Quanzhou Based on Content Analysis Taking Goldeer Corporation as An Example
BT  - Proceedings of the 2nd International Conference on Culture, Education and Economic Development of Modern Society (ICCESE 2018)
PB  - Atlantis Press
SP  - 1246
EP  - 1252
SN  - 2352-5398
UR  - https://doi.org/10.2991/iccese-18.2018.277
DO  - 10.2991/iccese-18.2018.277
ID  - Hong2018/03
ER  -