基于AHP-电商模式选择模型的花秋干粑产业发展策略研究

Research on the Development Strategy of Huaqiu Dried Cake Industry Based on the AHP E-Commerce Model Selection Model

摘要: 伴随数字经济时代的来临，电子商务成为推进乡村振兴的关键动力，本文把贵州省遵义市桐梓县花秋镇的“花秋干粑”这一地方特产作为研究对象，针对其在电商化实践中面临的首要情况——平台选择困境，别出心裁地引入层次分析法，构建出一个科学的电商平台评估架构。该模型从平台影响力度、运营成本及匹配度三个维度，对主流电商平台做量化分析，研究结果说明：拼多多平台以0.556的综合权重值坐上首位，淘宝/天猫跟抖音电商分别以0.194和0.250的权重值排在后面，按照这一量化分析的结果，本文设定了“把拼多多作为主攻对象、深耕抖音电商、辅助淘宝/天猫领域成长”的差异化发展策略，并围绕产品质量标准化、品牌打造、人才培育等关键要点，构建起一套全面的产业发展举措，本研究不仅为花秋干粑的电商化发展提供了切实可行的实施路径，也给同类乡村特产的产业化发展提供了能借鉴的理论框架与实践借鉴。

Abstract: With the advent of the digital economy era, e-commerce has become a crucial driving force for promoting rural revitalization. This paper focuses on “Huaqiu Dried Cake,” a local specialty from Huaqiu Town, Tongzi County, Zunyi City, Guizhou Province, as the research subject. Addressing the primary challenge in its e-commerce practice—the dilemma of platform selection—this study innovatively introduces the Analytic Hierarchy Process (AHP) to construct a scientific evaluation framework for e-commerce platforms. The model conducts a quantitative analysis of mainstream e-commerce platforms across three dimensions: platform influence, operational costs, and compatibility. The findings reveal that Pinduoduo ranks first with a comprehensive weight of 0.556, while Taobao/Tmall and Douyin E-commerce follow with weights of 0.194 and 0.250, respectively. Based on these quantitative results, the study proposes a differentiated development strategy of “prioritizing Pinduoduo as the main platform, deepening engagement with Taobao/Tmall, and supporting growth on Douyin E-commerce”. Furthermore, a comprehensive set of industrial development measures is established, centering on key aspects such as product quality standardization, brand building, and talent cultivation. This research not only provides a practical implementation pathway for the e-commerce development of Huaqiu Dried Cake but also offers a theoretical framework and practical references for the industrial development of similar rural specialty products.