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

摘要： 通过具体界定农村电商推进过程中地方政府、电商企业、新型农业经营主体、农户的角色定位，深入剖析多主体间的关系，构建博弈模型，分析地方政府与电商企业、电商企业与农户、新型农业经营主体与农户、自建电商平台与依赖第三方平台等不同情境下主体间的博弈过程，得出主体间的最佳策略选择及主要影响因素，提出推进建议与效率提升路径。

关键词: 农村电商, 多主体, 博弈论, 效率提升