Analysis of Influencing Factors on the Construction of e-commerce Brands of Agricultural Product Enterprises in Shandong Province: Based on SWOT-AHP Model

Purpose: In recent years, e-commerce, which combines agriculture and the Internet, is regarded as a major driver of regional economic development. However, the limitation of the e-Commerce brand of companies producing agricultural products is causing problems in fostering the e-Commerce brand for the development of the agricultural economy. The main purpose of this study is to find a strategic way to build an e-Commerce brand of companies producing agricultural products in this respect. Composition/Logic: This paper consists of six chapters. Chapter 1 introduces the background and purpose of this study. Chapter 2 analyzes the preceding research and Chapter 3 identifies the current state of the agricultural products industry in Shandong Province, China. In Chapter 4, qualitative analysis of SWOT influence factors is made, followed by quantitative analysis of AHP models. In Chapter 5, the data used in the analysis and model analysis are conducted. Finally, Chapter 6 summarizes the findings and makes policy suggestions. Findings: This study sought a strategic plan for building e-Commerce brand of companies producing agricultural products by establishing SWOT-AHP model and the following implications were drawn. First, as the company that produces agricultural products is currently less aware of e-Commerce brands, it is necessary to build brand awareness alongside strong public brands in Shandong. Second, an innovative e-Commerce management model should be introduced. From this, diversification of agricultural products and increase of added value can be realized. Third, e-Commere resources should be combined with offline resources to enhance the user experience. Finally, a smooth cooperation relationship should be established between companies by establishing an information sharing mechanism. Originality/Value: This paper suggests that it is important to establish e-Commere brand of agricultural manufacturers as a strategic way to develop Shandong region, which is rich in agricultural products, by building SWOT-AHP model. This study provides more practical alternatives by testing an empirical model and verifying the development plan of Shandong agricultural companies which, different from prior studies mainly consist of case studies or literature reviews.