Jiu, J.-L., 2020. E-Commerce for marine fresh products: An empirical study with Osterwalder reference model. In: Qiu, Y.; Zhu, H., and Fang, X. (eds.), Current Advancements in Marine and Coastal Research for Technological and Sociological Applications. Journal of Coastal Research, Special Issue No. 107, pp. 45-48. Coconut Creek (Florida), ISSN 0749-0208.

With the rapid development of the Internet, e-commerce has become one of the important means of marine fresh goods sales. With the reorganization of China's logistics industry, China's logistics industry has become more and more mature. Therefore, many marine fresh goods are sold through various logistics methods, including e-commerce enterprises, marine fresh goods sales enterprises, logistics enterprises, etc. Many business organizations have achieved great success, which can't be separated from the business model support of enterprises, such as Osterwalder reference model, SWOT model. Through the Osterwalder reference model, enterprises can fully find their own business model, which will better operate the enterprise development. Osterwalde reference model analyzes many aspects of the enterprise, including value proposition, target customer, distribution channel, customer relationship, core business, core competence, partner network, cost structure, profit model, etc., which can better determine the operation of marine fresh goods. Finally, this paper constructs the e-commerce operation mode of marine fresh goods.

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