Research on the Problems and Countermeasures of Aquaculture Industry Development under the Perspective of E-Commerce—Taking Xuyi County, Huai’an City as an Example

随着网络技术快速进步，水产业电子商务热潮逐渐兴起。盱眙生产的水产品在国内赢得了广泛的认可与赞誉，同时也吸引了消费者的大量关注。然而，盱眙水产品电子商务发展中还存在一些阻碍因素。本研究通过问卷调查分析江苏省盱眙县水产电子商务发展现状及问题。结果表明，当地存在基础设施滞后、产品单一、物流配送体系不完善、缺乏企业平台和专业人才等问题。针对这些问题，提出加大基础设施建设、丰富产品种类、优化营销策略、完善物流配送系统和培养电商人才等政策建议，以促进盱眙县电子商务发展，推动当地经济增长。With the rapid advancement of network technology, the upsurge of e-commerce in the aquatic products industry has gradually emerged. The aquatic products produced in Xuyi have won wide recognition and praise domestically, while also attracting a great deal of attention from consumers. However, there are still some obstacles hindering the development of e-commerce for Xuyi’s aquatic products. This study examines the current status and issues of aquatic product e-commerce in Xuyi County, Jiangsu Province, through questionnaire surveys. Despite its popularity and recognition in China, Xuyi’s aquatic e-commerce faces challenges such as lagging infrastructure, single product types, an imperfect logistics system, and a lack of corporate platforms and professional talent. To address these, the study proposes policies including enhancing infrastructure, diversifying products, optimizing marketing strategies, improving logistics, and cultivating e-commerce talent, all aimed at boosting local e-commerce development and economic growth.