基于层次分析法的农村电商平台决策分析--以广东河源市源城区埔前镇为例  

A Decision Analysis of Rural E-commerce Platform--a Case Study of Puqian Town,Yuancheng District,Heyuan City,Guangdong Province

作　　者：梁瑞明[1] 刘娟娇 徐艟 LIANG Rui-ming;LIU Juan-jiao;XU Chong(Heyuan Polytechnic,Heyuan Guangdong 517000)

机构地区：[1]河源职业技术学院,广东河源517000

出　　处：《天津商务职业学院学报》2021年第4期65-71,97,共8页Journal of Tianjin College of Commerce

基　　金：广东省教育厅2019年普通高校创新人才类项目“互联网+背景下广东省农校企三联合作构建区域农村电商模式研究”(项目编号:2019GWQNCX120)阶段性成果。

摘　　要：发展农村电商是实现乡村振兴的新举措。目前淘宝、拼多多、抖音是三大农村电商主流运营平台,但在电商平台的选择上,很多农户都是凭借主观判断。为缩短农户的试错时间、节约农户运营成本、提升农户经营效益,科学选择运营平台对于农村电商的发展至关重要。因此,本文运用层次分析法从平台交易额、月活跃用户、店铺入驻数、引流效果、运营成本五个维度构建层次结构模型,通过对准则层的权重分析,得出淘宝是农村电商的最佳运营平台。最后借助河源市源城区埔前镇农村电商的成功经验,从加强电商知识培训、以点带面、树立品牌信誉、建立农校企合作模式四个层面提出促进农村电商良好发展的可行性建议。The development of rural e-commerce plays an important role in propelling rural revitalization.At present,Taobao,Pinduoduo and TikTok(i.e.Douyin)are the top three platforms mainly used in rural e-commerce.But as to which one is the best choice,many farmers rely on sheerly subjective judgment.To push forward rural e-commerce,it is crucial to help farmers select a proper operation platform in a scientific way,shortening their trial-and-error time,saving operating costs and increasing benefits at the same time.In this paper,analytic hierarchy process is used to build a hierarchical structure model from five dimensions:platform trading volume,active users per month,number of stores jioned,effect of traffic guiding and operating cost.The weight analysis of the criterion layer shows that Taobao is the best choice for rural e-commerce programs.Moreover,based on the successful experience of Puqian Town,Yuancheng District,Heyuan City,this paper puts forward feasible suggestions from four aspects:strengthening e-commerce training,conducting regional pilot programs before wider application,building brand reputation and establishing agriculture-school-enterprise cooperation mode.

关 键 词：层次分析法 农村电商 平台决策 目标层 准则层 

分 类 号：F724.6[经济管理—产业经济]