Study On The Rural Women’s Entrepreneurship From The Perspective Of Social Gender In Fujian Province

With the development of the society and the transformation of the notion of men and women,more and more women engage in entrepreneurial activity in the world, especially in thebackground of increasingly issue of agriculture and new rural construction in China, ruralwomen’s entrepreneurship has been the focus of public attention. This study researched the relatedissues of rural women’s entrepreneurship in Fujian Province, and it aimed to provide specific andvaluable academic reference for female entrepreneurship, so as to guide and promote ruralwomen’s entrepreneurship practice in Fujian Province and other regions.By using the questionnaire survey, field interview, comparative analysis and analytichierarchy process (ahp), on the basis of applying kinds of theories including social gender,entrepreneurs behavior and business process, etc, we made a careful study of the rural women’sentrepreneurship in Fujian Province from the perspective of social gender. Firstly, through thecomparison and analysis of the basic situation and entrepreneurial experience of object betweenmen and women, we found that the married middle-aged women were the main group of ruralwomen’s entrepreneurship,and the need for surviving was the leading cause for them to choose tostart enterprises. Characteristics of their business activities such as the conservativeness of theirconception, as well as the low techical level were explored. Sencendly, by the applacation ofanalytical hierarchy process (ahp) and the mathematical model, main influential factors indevelepment of rural women’s entrepreneurship in Fujian Province including personal, family andsocial factors were obtained and analized. Some of the most impotant influential factors were thepoor environment for entrepreneurship, their weak competitive ability and limited venture capital,etc. Countries paid more and more attention to entrepreneurship policy.Therefore, an individualsite study for entrepreneurship policy was necessary. Then, in venture demand as the breakthroughpoint, from the view of the subject, this essay further explored subjective intention and theobjective need of rural women entrepreneurial venture in Fujian Province. It can be seen thatventure overall demand was diversity, and the characteristics of funds, technology, talent, policyand information demands were very significant. Finally according to the present situation,problems and needs, based on their own, family, policy and society factors, countermeasures withbetter pertinency, practicability and maneuverability were put forward to guide more rural womenin entrepreneurship and make contribution to the economic development of Fujian Province.