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

摘要

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.