山东省电商平台农产品经营主体的选品种类及影响因素研究

Research on the Selection Types and Influencing Factors of Agricultural Products Operating Entities on E-Commerce Platforms in Shandong Province

正确选品是中小卖家获取利润的关键。为探究影响卖家选品的因素,本文借鉴影响农产品电商经营主体选品因素的相关理论,从消费者、平台、商品、卖家、供应链这五个方面构建层次结构模型,通过专家打分得出各要素权重影响力。研究发现,消费者因素影响最大,其次是电商平台因素,而卖家自身相对于其他因子的影响不太明显但也不可忽视。据此,本文从以上五方面提出选品建议:以市场需求为导向,结合平台特点选择;综合考虑地域资源优势,打造特色农产品品牌;结合企业资金实力,选择柔性供应产品。目的是帮助农产品商家赢在起跑线上。

Correct product selection is the key for small and medium-sized sellers to obtain profits.In order to explore the factors that affect sellers’ selection,this paper draws on the relevant theories that affect the selection of agricultural products e-commerce business entities,and builds a hierarchical structure model from five aspects:consumers,platforms,commodities,sellers,and supply chains.The weight and influence of each element.The study found that consumer factors have the greatest influence,followed by ecommerce platform factors,while the influence of sellers themselves is less obvious than other factors but cannot be ignored.Based on this,this paper puts forward suggestions for product selection from the above five aspects:oriented by market demand,choose according to the characteristics of the platform;comprehensively consider the advantages of regional resources,create a brand of characteristic agricultural products;combine the financial strength of the enterprise,choose flexible supply products.The purpose is to help agricultural products merchants win at the starting line.