基于MLR模型的生鲜农产品电商模式与盈利能力耦合分析

Analysis of the Coupling of E-commerce Model and Profitability of Fresh Agricultural Products Based on MLR Model

生鲜农产品是农村电子商务发展的重要环节,搭建利于电子商务发展的生鲜农产品供应链需要多个部门的协同配合。鉴于此,根据我国当前生鲜农产品与电子商务的结合模式,采用深度调查的方法从消费者角度统计了模式选择数据,并采用Multinomial Logistic(多分类逻辑)回归模型研究了最佳盈利水平下的生鲜农产品电子商务平台销售选择模式。研究表明,在成本和价格期望值基本一致的情况下,B2C模式的信任水平更高,消费者选择的可能性更大,对应平台的盈利能力更强。

Fresh agricultural products are important of development of rural e-commerce,and construction of fresh agricultural products supply chain conducive to e-commerce needs the cooperation of multiple departments.In view of this,according to the current mode of combination of fresh agricultural products and e-commerce in China,this paper uses the method of in-depth investigation to statistics the mode selection data from the perspective of consumers,and studies the sales selection mode of fresh agricultural products e-commerce platform under the optimal profit level.The results show that,when the cost and price expectations are basically the same,the B2C model has higher trust level,the possibility of consumers'choice is greater,and the profitability of the corresponding platform is stronger.