Quality-Oriented and E-commerce-Empowered: Entrepreneurial Practice of Wangxianji Hairy Crab

Chunfeng Jiao and Jiawei Li
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Chunfeng Jiao: Yangzhou University
Jiawei Li: Yangzhou University

A chapter in Innovation of Digital Economy, 2023, pp 423-431 from Springer

Abstract: Abstract Hairy crabs, a long-standing delicacy in China, are an indispensable dish for every family in autumn. Wangxianji Ecological Farm is located near Gaoyou Lake, and the hairy crabs here are well-known in the industry for their “big and fresh” features. This case describes how to breed Wangxianji hairy crabs in ecological means, strict quality control and brand management in the breeding, and how to empower e-commerce of hairy crabs by building Internet celebrity economy. This case is expected to trigger a thought that how to realize the integration of production and marketing of characteristic produce and the e-commerce empowerment under the new conditions of Internet plus.

Keywords: Wangxianji; Hairy crabs; Gaoyou lake; E-commerce; Network marketing (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-981-99-1741-9_33

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DOI: 10.1007/978-981-99-1741-9_33

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