运用DEA-tobit模型测算了茶叶企业开展电子商务的经营效率及其影响因素。研究结果表明,当前我国茶叶企业电子商务经营综合效率均值为0.518,仍有48.2%的提升空间。实证结果显示,自建团队、产品复购率、促销方式种类、平台内外的推广方式、企业品牌认知度对茶叶企业电子商务经营效率具有显著的正向影响,而企业开展电子商务的平台数对经营效率则有显著的负向影响;拥有明星爆品、价格水平、流通渠道数量、开展营销推广对茶叶企业电子商务经营效率影响不显著。
In this paper, the DEA-tobit model was used to calculate the efficiency of e-commerce management and its influencing factors in tea enterprises. The study showed that the averagely comprehensive efficiency of tea e-business was 51.8% in present China, with about 48.2% promotion space. The enterprise results showed that the private groups, repurchase rates, sale promotion methods, extension ways inside and outside the platforms, and enterprises’ brand awareness had positive effects on the e-business of tea enterprises, but the number of e-commerce platforms in one company had a negative impact on the efficiency. The insignificant influences also included hot market commodities, price level, circulation channel numbers, market promotion activities and so on.
[1] 王胜, 丁忠兵. 农产品电商生态系统: 一个理论分析框架[J]. 中国农村观察, 2015(4): 39-48.
[2] 孙炜, 万筱宁, 孙林岩. 电子商务环境下我国农产品供应链体系的结构优化[J]. 2013(5): 34-41.
[3] 胡天石. 中国农产品电子商务模式研究[D]. 北京: 中国农业科学院, 2005.
[4] 宋雯雯. 电子商务何以破解农产品销售难题[J]. 农业经济, 2015(9): 140-142.
[5] 刘辉, 刘瑾. 基于电子商务环境的浙江省农产品供应链整合模式研究[J]. 农业经济, 2008(1): 79-80.
[6] 连彩琴, 陈小婷, 何静, 等. 基于SEO茶叶电子商务推荐平台优化[J]. 福建茶叶, 2016(3): 32-38.
[7] 高展. 我国茶叶电子商务市场现状分析及营销模式研究[D]. 重庆: 西南大学, 2015.
[8] 魏权龄. 数据包络分析(DEA)[J]. 科学通报, 2000, 45(17): 1793-1807.
[9] Storto C L.Evaluating ecommerce websites cognitive efficiency: an integrative framework based on data envelopment analysis[J]. Applied Ergonomics, 2013, 44(6): 1004-1014.
[10] BANKER R J, CHARNES A, COOPER W W.Some models for estimating technical and scale inefficiencies in data envelopment analysis[J]. Management Science, 1984, 30(9): 1078-1093.
[11] Chames A, Cooper W W, Rhodes E.Measuring the efficiency of decision making units[J]. European Journal Operational Research, 1978(2): 429-444.
[12] Ayanso A, Mokaya B.Efficiency Evaluation in Search Advertising[J]. Decision Sciences. 2013.
[13] 安凯, 余劲. 房地产电子商务上市企业经营效率评价及影响因素分析[J]. 企业经济, 2014(3): 147-150.
浙公网安备 33019902000101号 
