产业生命周期视角下农村电商发展路径及案例研究

Rural E-commerce Development Path and Typical Case Study from the Perspective of Industrial Life Cycle

随着互联网应用的普及和农村基础设施的逐步完善,电子商务向农村扩展,发挥其在渠道拓展和增加效率方面的优势,是突破农村扶贫瓶颈的重要手段。本文基于产业生命周期理论,选取产业交易规模、从业人员数量、快递营收三个维度,运用龚柏兹曲线与计算判别法分析电子商务产业生命周期特征,并结合农村电商的典型发展案例进行分析,结果表明农村电子商务发展处于产业成长期,需要在意识、营销、产业等不同维度实施针对性政策策略,突破发展瓶颈和制定有针对性的政策措施。

With the popularization of Internet applications and the gradual improvement of rural infrastructure,E-commerce in the countryside is very important on the increasing revenue and saving,moreover,it is a necessary means to break through the bottleneck of rural poverty alleviation.Based on the background of China’s supply side reform and industrial life cycle theory,this paper selected three dimensions of industrial transaction scale,number of employees,and expressed delivery revenue,and analyzed the life cycle of China’s e-commerce industry in Gompertz curve and computational discriminant analysis.Through further comparative analysis,it is concluded that the development of rural e-commerce is in the industrial growth period,and it has different characteristics,which are different from traditional industries and general emerging industries.According to the stage characteristics of the rural e-commerce industry life cycle,horizontally comparing the different strategies of traditional industries,emerging industries and e-commerce industries at the same period,the rural e-commerce in China will break the bottleneck.Meanwhile,this policy and strategy is of great significance.