统计与数据科学学院知识库

Electronic commerce is an emerging business activity in the information age. Its emergence provides a new pattern for economic development and various of ways for human consumption. E-commerce transaction is different from the traditional way of transaction , it surpasses the limitation of time and space, and becomes a new platform for rural economic development with traffic inconvenience and information occlusion. The report of the 19th national Congress of the communist party of China (CPC) clearly points out the importance of developing rural e-commerce, and emphasizes the government’s positive leading, rational supervision and effectively exerts of its subjective initiative in the development process of rural e-commerce. At present, the rural e-commerce in some counties thrives, driving the rural economic growth and improving the life standard of rural residents. However, there are still many areas lagging behind, exploring the reasons and taking corresponding measures is an effective way to promote the development of regional rural e-commerce.

By analyzing the literature and concept related to rural electronic commerce industry, this thesis has a deep understanding of the development process and current situation of rural e-commerce in China.    By applying the theory of rural e-commerce and industrial competitiveness research and five elements of diamond model, this thesis constructs a Competitiveness evaluation system by proceeding from the actual situation of rural e-commerce development and the availability of data. Evaluates the competitiveness level of rural e-commerce industry in 29 provinces, autonomous regions and municipalities (except Xinjiang and Xizang). On this basis, the thesis applies the econometric model and  makes a quantitative empirical analysis aiming at the five elements of the diamond model that influence the competitiveness level of rural e-commerce industry. Then proposes related suggestions to promote the development of China's rural e-commerce industry.

First of all, after analyzing the overall competitiveness of China's rural e-commerce industry in 2018, finding that the competitiveness level of China's rural e-commerce industry is closely related to the level of economic development, and there are obvious regional differences. According to the comprehensive score of competitiveness, 29 regions (except Xinjiang and Tibet) were divided into four categories: strong, stronger, weaker and weak . Secondly, through the dynamic analysis of the competitiveness of China's rural e-commerce industry from 2014 to 2018, finding that the competitiveness level of China's rural e-commerce industry shows an overall rise, and has a good development prospect, especially in the central region. Again, using the Econometric estimation methods makes an empirical analysis on the five factors that influence the competitiveness of rural e-commerce industry, finding that there is a long-term equilibrium relationship between the rural e-commerce industry competitiveness and five elements of the diamond model, each factor has a positive influence on the industrial competitiveness of rural e-commerce, but the degree of effect varies. Among them, demand condition plays the most significant role, followed by enterprise factor and production factor. Supporting industry and government policy play a relatively weak role in improving the competitiveness of rural e-commerce industry. Finally, put forward the corresponding suggestions according to the five elements of the diamond model, for the northeastern, western and some central regions, which are relatively low in competitiveness, need to improve their competitiveness level from the three main influencing factors of production factor, demand condition and enterprise factor. But for the eastern regions with the leading competitive level needs to strengthen the intellectualization and informationization of logistics and transportation service. Meanwhile, local governments should pay close attention to national policies and grasp development opportunities; enterprises should follow the policy guidance and innovate the business model of e-commerce to adapt to the current economic environment changes.