Research On The Structure And Operation Efficiency Of Knowledge Transmission Network In Rural E-commerce

In recent years,rural e-commerce has developed rapidly,and has played an important role in promoting economic growth in rural areas and driving employment of rural surplus labor.With the rapid development of rural e-commerce,"e-commerce poverty alleviation" and "village revitalization" have been promoted to the national strategic level.The research on the e-commerce poverty alleviation model and the rural revitalization path have become the focus of topic.But we need to explore the nature of the development of objects behind these phenomena.Through these phenomena,I noticed that the development of rural e-commerce and the revitalization of rural economy are inseparable from the fundamental driving of knowledge resources and intellectual resources.Studies have shown that the role of knowledge resources in economic development has exceeded material resources and economic resources to a certain extent,and plays a vital role in organizational development.The rapid development of rural e-commerce has largely benefited from the "knowledge spillover" effect brought by the knowledge transmission of rural e-commerce and the "entrepreneur demonstration effect" brought by the transmission and sharing of implicit knowledge.Entrepreneurs promote the formation and development of Taobao Village through demonstration lead effect,knowledge spillover effect and social network effect;the network of acquaintances in rural areas provides favorable conditions for entrepreneurs to mobilize knowledge,material and funds.In the process of cluster development of rural e-commerce operations,knowledge dissemination among subjects is an important basis for forming a cluster effect and an important driving force for the sustainable development of rural e-commerce.Based on this,the knowledge of rural e-commerce has been widely disseminated,and an invisible network has been formed in the process of dissemination-the rural e-commerce knowledge dissemination network.The existence and normal operation of the knowledge transmission network of rural e-commerce have transmitted a large number of valuable knowledge resources for the development of rural e-commerce.This article used the rural e-commerce knowledge transmission network as the research object,and explored the relationship between the structure of rural e-commerce knowledge transmission network and its operating efficiency,which could provide decision-making suggestions for the development of rural e-commerce.The author noticed that our country so far has invested a large amount of manpower,materials and capital in rural e-commerce development,e-commerce poverty alleviation,and rural revitalization.But have all the resources played the roles they should be?Does it cause a certain waste of resources?In fact,a certain degree of waste of resources exists objectively.This study took the rural e-commerce knowledge transmission network as the research object,deeply revealed the relationship between the rural e-commerce knowledge transmission network structure and its operating efficiency,and tried to reveal the essential law of object development,so as to be targeted and corrective,and sought ways and paths of helping promote rural economic development and rural rejuvenation fundamentally,further to promote the healthy and healthy development of rural e-commerce.This study integrated related theories of knowledge dissemination,social networks,and knowledge networks into the field of rural e-commerce,defined the rural e-commerce knowledge dissemination network,proposed six types of structural forms about the rural e-commerce knowledge dissemination network to construct rural e-commerce.The model of the influence of the structure of the knowledge transmission network on the operating efficiency can help a large number of rural e-commerce government personnel and rural e-commerce practitioners clarify their ideas and provide specific policy guidance.The main research contents of this article are as follows:First,the definitions and theories of rural e-commerce knowledge transmission network were reviewed.By consulting a large amount of literature at home and abroad and combining with the actual situation of rural e-commerce development,the rural e-commerce and rural e-commerce knowledge transmission network were clearly defined.The characteristics of rural e-commerce knowledge transmission network and the interaction between rural e-commerce and rural e-commerce knowledge transmission network was explained.On this basis,we further revealed the formation motivation,formation motive force,and formation conditions of the rural e-commerce knowledge transmission network.At the same time,we also defined the knowledge transmitted in the rural e-commerce knowledge transmission network in detail,and divided the knowledge in the rural e-commerce knowledge transmission network into different types of knowledge based on the content of the knowledge,the channels of knowledge acquisition,and the nature of the knowledge itself.Second,the structure of the e-commerce knowledge transmission network and the determination of its measurement indicators.It mainly clarifies the three aspects of the composition of the rural e-commerce knowledge transmission network,the structure of the rural e-commerce knowledge transmission network,and the structural measurement indicators of the rural e-commerce knowledge transmission network.First,we explained that the structure of the rural e-commerce knowledge transmission network is composed of knowledge transmission nodes,knowledge transmission paths and knowledge resources themselves,and the network structure and environment.Secondly,we focused on the six structural types of rural e-commerce knowledge dissemination network:ring network,triangle network,tree network,radial network,star network and scattered sand network Detailed annotations of various structural forms;Finally,we combined knowledge transmission,social network and The related theory of knowledge network suggests that the structure of rural e-commerce knowledge transmission network could be measured by the following five indicators:network centrality,network density,network openness,network node relationship,and network environment.Third,the empirical research on the relationship between the structure of e-commerce knowledge transmission network structure and its operation efficiency was conducted.We first reviewed previous theories used in this study,and then analyzed the operational efficiency indicators of the rural e-commerce knowledge transmission network,including the speed and frequency of knowledge transmission on the network,and the quality of knowledge transmission(knowledge arrival rate,reception rate,and conversion rate).Based on this,a hypothetical model of the rural e-commerce knowledge transmission network structure and its operating efficiency is established.The hypothetical model was used to determine the latent and observed variables of this study,to measure items,to compile a questionnaire(expert interview),and quantitative analysis(small sample test)to modify the content of the questionnaire.On this basis,we conducted large-scale interviews and surveys.After two months of research,we obtained 340 samples from more than 60 counties and more than 200 administrative villages in 12 provinces,across our country.Reliability and validity analysis was performed based on the 340 data obtained,and then the model was established and revised,and the conclusion of the study was finally reached.Fourth,evaluate the operation efficiency of rural e-commerce knowledge dissemination networks with different structures.We used the previous empirical research conclusions,combined with the results of the investigation,to six common structural forms-ring structure form,triangle structure form,tree structure form,radial structure form,star structure form,scattered sand structure Analyze,evaluate and discuss the operational efficiency of the form.And combined with the actual situation of our visit and investigation,it is pointed out which counties belong to these structural forms.Fifth,we took Xuchang County,Henan Province,Changge Gangli Village and Shangzhuang Village as examples,and used the social network analysis method to analyze the network centrality,network density,network openness,network node relationship,network environment of the two villages.Besides,the operation efficiency of the knowledge dissemination network were scored and evaluated in the two villages,and improvement methods based on this were proposed.