关键词: 农村电商, 多主体, 博弈论, 效率提升

Abstract: Through the specific definition of the role of local government, ecommerce enterprises, new agricultural management bodies and farmers role in the process of rural electric business promotion, the relationship between multi subjects is dissected. A game model is built. The game process between the local government and the electricity supplier, the electricity supplier and the peasant household, the new agricultural main body and the peasant household, the self built electricity supplier platform and the third party platform is analyzed. The best strategy choice and the main influencing factors among the subjects are found out, so as to put forward the suggestions and the ways to improve efficiency.

Key words: rural ecommerce, multiagent, game theory, efficiency improvement