Analysis on the Influencing Factors of Agricultural Products Cross-Border e-Commerce Development in Yunnan Province of China

Abstract

With the rapid development of e-commerce in China and the “one belt and one road” construction, cross-border e-commerce has blowout in China. In recent years, Yunnan Province has vigorously promoted the development of agricultural products cross-border e-commerce from the government level. This paper investigated cross-border e-commerce enterprises and foreign trade enterprises in Yunnan Province, and collected reliable data through expert consultation. Then using the “SWOT + AHP” analysis method, found out the influencing factors of cross-border e-commerce development of agricultural products in Yunnan Province. Results showed that in the development of agricultural products cross-border e-commerce in Yunnan, there are location advantage, policy support and further deepening of economic and trade exchanges with ASEAN three main advantages, and pressure from competitors, weak brand awareness and lack of professional personnel three main constraints. The study provided theoretical reference for e-commerce enterprises and government to promote the development of agricultural e-commerce.