百合电子商务发展的影响因素及对策研究

Study on the Impact Factors and Countermeasures of Lanzhou Baihe E-commerce Development

基于兰州市七里河区百合种植户、农贸市场、超市、合作社等146个销售主体的调查问卷,采用层次分析法分析兰州百合电子商务发展的影响因素。结果显示,基础设施建设、人才培养和产品品质是影响兰州百合电子商务发展的重要因素;政策支持、电商平台知名度、百合价格和品牌是影响兰州百合电商发展的一般因素;电商平台设计及平台安全性对兰州百合电商发展的影响较小。基于该结论,提出兰州百合电子商务发展需优化电商营销环境,完善网络基础设施建设;强化经营主体意识,加强电商人才培养;严把产品市场准入,提升百合产品质量;加大政策支持力度,强化电商发展保障等对策,以期提供些许理论借鉴。

Based on the survey of 146 sales subjects in Qilihe District of Lanzhou City, which includes lily planting farmers, farmers’ market, supermarket, cooperatives and use the analytic hierarchy process to analysis the influence factors of Lanzhou lily e-commerce development. The results show that infrastructure construction, talent training and product quality are important factors that affect the development of Lanzhou lily e-commerce marketing. Policy support, the popularity of e-commerce platform, the price and brand of Lanzhou Baihe are the general factors affecting the development of e-commerce marketing of Lanzhou Baihe. E-commerce platform design and its platform security have little impact on the development of e-commerce marketing in Lanzhou Baihe. Based on the analysis results, putting forward the optimization countermeasures for the development of Lanzhou lily e-commerce marketing: first, optimize the e-commerce environment, improve the infrastructure construction of network;secondly, strengthen the awareness of business entities, strengthen the training of e-commerce talents;thirdly, strictly control product market access, improve the quality of lily products, fourthly, increase policy support degree, strengthen the guarantee and other countermeasures of e-commerce development, in order to provide some theoretical reference.