河南省农产品网络营销绩效评价及推进路径研究

摘要

A system of performance evaluation containing five first-class indexes was eslablished and fourteen second-class indexes was established based on the existing problems of agricultural products E-marketing in Henan province. The system was evaluated by the fuzzy comprehensive evaluation method. Meanwhile, the preliminary explore about how to further advance the agricultural products E-marketing was made.%基于河南省农产品网络营销现阶段存在的问题,构建了包含网站建设与维护、网站推广、网站财务状况、网站行业竞争力等5个一级指标及交易安全性、销售利润率、注册用户数量等14个二级指标的河南省农产品网络营销绩效评价指标体系,采用模糊综合评价法对其进行了评价,结合河南省的省情,初步探索了河南省农产品网络营销推进路径.