浙江省三大农村电商模式下农村电商经营主体调查及启示

Investigation and Enlightenment of Rural E-commerce Operation Subjects in the Three Rural E-commerce Models of Zhejiang Province

近年来,浙江省电子商务快速发展,并逐步向研发、生产、流通、消费等实体经济活动渗透,尤其在农村经济社会发展中得到了广泛应用。浙江各地农村利用各自产品、区位、产业优势,因地制宜地发展电商,逐步形成了三大电商产业模式:一是"遂昌模式",二是"临安、桐庐模式",三是"义乌模式"。本文针对三大农村电商模式下的农村电商经营主体进行调查,调查发现:农村电商经营主体发展状况良好;经营的产品与当地特色产品密切相关,经营优势明显;以经营国内电商为主,跨境电商为辅;人才缺乏是农村电商急需解决的问题。通过回归分析发现经营成本、政策支持对农村电商经营主体的经营情况有极显著正相关影响。

In recent years, the rapid development of e-commerce in Zhejiang Province has gradually penetrated into real economic activities such as RD, production, circulation, and consumption, and has been widely used in rural economic and social development.Using their products, location and industry advantages, Zhejiang rural areas develop e-commerce according to local conditions, gradually forming three major e-commerce industry models： the ＂Suichang model＂; ＂Lin＇an and Tonglu modes＂; and ＂Yiwu mode＂. This paper investigates the rural e-commerce business entities under the three major rural e-commerce models. The survey found that： The rural e-commerce business entities are in good development; the products they operate are closely related to local specialty products, and have obvious operating advantages; they are mainly engaged in domestic e-commerce business, supplemented by cross-border e-commerce; lack of talent is an urgent problem for rural e-commerce. Through regression analysis, it is found that operating costs and policy support have a very significant positive and relevant impact on the business operations of rural e-commerce operators.