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

In: Innovation of Digital Economy

Author

Listed:
  • Chunfeng Jiao

    (Yangzhou University)

  • Jiawei Li

    (Yangzhou University)

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.

Suggested Citation

  • Chunfeng Jiao & Jiawei Li, 2023. "Quality-Oriented and E-commerce-Empowered: Entrepreneurial Practice of Wangxianji Hairy Crab," Management for Professionals, in: Jianlin Zhang & Kezhen Ying & Kanliang Wang & Zhigang Fan & Ziyi Zhao (ed.), Innovation of Digital Economy, pages 423-431, Springer.
    • Handle: RePEc:spr:mgmchp:978-981-99-1741-9_33
    DOI: 10.1007/978-981-99-1741-9_33
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