2022年12月Dec.2022第46卷第6期Vol.46,No.6热带农业工热带农业工程TROPICALAGRICULTURALENCINEERING百合电子商务发展的影响因素及对策研究①杨彩娥②王建平③（甘肃农业大学甘肃兰州730070）摘要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。关键词兰州百合；电子商务；影响因素；层次分析法中图分类号F724.6；F323StudyontheImpactFactorsandCountermeasuresofLanzhouBaiheE-commerceDevelopmentYANGCaieWANGJianping(GansuAgriculturalUniversity,Lanzhou,Gansu730070)AbstractBasedonthesurveyof146salessubjectsinQiliheDistrictofLanzhouCity,whichincludeslilyplantingfarmers,farmers'market,supermarket,cooperativesandusetheanalytichierarchyprocesstoanaly‐sistheinfluencefactorsofLanzhoulilye-commercedevelopment.Theresultsshowthatinfrastructurecon‐struction,talenttrainingandproductqualityareimportantfactorsthataffectthedevelopmentofLanzhoulilye-commercemarketing.Policysupport,thepopularityofe-commerceplatform,thepriceandbrandofLanzhouBaihearethegeneralfactorsaffectingthedevelopmentofe-commercemarketingofLanzhouBai‐he.E-commerceplatformdesignanditsplatformsecurityhavelittleimpactonthedevelopmentofe-com‐mercemarketinginLanzhouBaihe.Basedontheanalysisresults,puttingforwardtheoptimizationcounter‐measuresforthedevelopmentofLanzhoulilye-commercemarketing:first,optimizethee-commerceenvi‐ronment,improvetheinfrastructureconstructionofnetwork;secondly,strengthentheawarenessofbusinessentities,strengthenthetrainingofe-commercetalents;thirdly,strictlycontrolproductmarketaccess,im‐provethequalityoflilyproducts,fou...
