基于AHP-电商模式选择模型的剑河钩藤电子商务发展策略研究

Research on E-Commerce Development Strategies of Jianhe Uncaria Rhynchophylla Based on AHP-E-Commerce Model Selection

摘要: 伴随数字经济时代的深入发展，电子商务成为推动乡村产业振兴的重要引擎。本文以贵州省剑河县国家地理标志产品“剑河钩藤”为研究对象，针对其在电商化进程中面临的问题——平台选择困境，引入层次分析法，构建科学的电商平台评估体系。该模型从平台影响力、运营成本、产品匹配度三个维度，对主流电商平台进行分析。研究结果表明：京东健康以平台专业性与用户信任度优势位居首位，拼多多与抖音电商分别凭借成本控制与内容传播能力位列其后。基于分析结果，本文提出“深耕专业平台、发力内容电商、布局综合平台”的差异化发展策略，并围绕种苗标准化、品牌建设、人才培养等关键环节构建产业发展支撑体系。本研究为剑河钩藤的电商化转型提供了可行的实施路径。

Abstract: With the further development of the digital economy, e-commerce has become an important engine for promoting rural industrial revitalization. This paper takes Jianhe Uncaria, a national geographical indication product in Jianhe County, Guizhou Province, as the research object. Aiming at the problem it faces in the process of e-commerce development—the dilemma of platform selection, the analytic hierarchy process (AHP) is introduced to construct a scientific e-commerce platform evaluation system. The model analyzes mainstream e-commerce platforms from three dimensions: platform influence, operation cost, and product matching degree. The results show that JD Health ranks first with its advantages in platform professionalism and user trust, while Pinduoduo and Douyin E-commerce follow respectively by virtue of cost control and content communication capabilities. Based on the analysis results, this paper proposes a differentiated development strategy of “deeply cultivating professional platforms, focusing on content e-commerce, and laying out comprehensive platforms”, and constructs an industrial development support system around key links such as seedling standardization, brand building, and talent training. This study provides a feasible implementation path for the e-commerce transformation of Jianhe Uncaria.