Analysis On The Efficiency Of E-commerce Management And Its Influencing Factors In Tea Enterprises

China is a big production and consumption country of agricultural products.Optimizing and shortening the circulation and supply chain of agricultural products is an important part of promoting the circulation of agricultural products.As a new circulation mode,the electronic commerce of agricultural products plays an important role in improving the efficiency of the circulation of agricultural products,realizing the docking of production and marketing,and improving the quality of service.E-commerce rose rapidly.In 2017,the electronic commerce report of Chinaundefineds agricultural products showed that the sales of tea online ranked second,second only to the nut.But tea business is still in the early stage of development,the sustainable development mechanism has not yet formed,facing the low profit level,the homogeneous competition and strict competition,the tea has no goods,the online drinking experience is difficult,the e-commerce talent is difficult.Therefore,the research on the measurement of e-business efficiency and its influencing factors to provide feasible suggestions for the development of e-commerce in tea enterprises has become a hot spot of research.At present,the research results of tea business are mostly on the macro level,and there are few micro levels,especially the quantitative research of tea enterprises.Based on this,this study takes the tea enterprises as the research object,and through the combing of the theory of marginal reward,the theory of scale economy and the theory of X efficiency,it establishes the method of this study and the selection of its operating efficiency index.On this basis,the DEA model is used to measure the e-business operation efficiency of tea enterprises,and the Tobit model is used to analyze the influencing factors of the e-business efficiency of tea enterprises.Finally,according to the results of the empirical analysis,the countermeasures and suggestions to promote the sustainable development of tea e-commerce in China are put forward.The research shows that:(1)the overall operating efficiency of e-commerce in tea enterprises is low.The main reasons are the low operating mode and low management level.(2)most of the tea enterprises are in the stage of increasing returns to scale,the overall scale is not large and the investment is insufficient,and(3)from the output.On the other hand,online tea sales and online tea annual sales have played a very good role in improving efficiency,but the effect on the growth of online tea sales is not obvious.(4)from the point of view,the total cost and time are high,while the utilization rate of artificial cost is low.The regression results based on the Tobit model showed that:(1)the self built team,the rate of product recovery,the type of promotion,the way of promotion within the platform,and the brand recognition on the e-business management efficiency of the tea enterprises.The level of grid,the number of circulation channels and the marketing promotion have no significant influence on the e-business operation efficiency of tea enterprises.Finally,it puts forward the suggestions to promote the development of e-commerce in tea enterprises from the three levels of the government,enterprises and e-commerce platform.