Research On Construction Of Profit Model For "Three Points And Two Sides" Of E-Commrce In Rural Area

Abstract:With improvement of rural infrastructure on network and gradually formation of rural e-commerce market, E-commerce has become the new rural economic development productivity. However, the profit model for rural e-commerce has hidden and fuzzy characteristics, it does not give the farmers universal benefits. In this paper, the factors affecting the profit model of rural e-commerce were stratified and classified, tentatively proposed "Three points and Two sides" of profit model for rural e-commerce in terms of profit points, profit source, profit leverage, commerce and business.The paper adopt the methodology based on theoretical analysis and empirical analysis. Firstly, it analyzed the ecological environment in rural areas of e-commerce, summarized the characteristics of rural e-commerce and the features for profitable operation. Secondly, the factors affecting the profit model of rural e-commerce were classified in order to build profit model of "Three points and two sides" theory for rural e-commerce. Thirdly, Combined business model and value creation theory, internal logic and space structure of dimension of profit model for rural e-commerce can be analyzed. Finally, modifying theoretical models of profit for rural e-commerce through adapting techniques of structural equation analysis.The research on construction of profit model for the paper remedies defects of locality, one-sidedness and abstraction which had been appeared in previous studies. The implementation of the model can change the past flaws on partial design, which were according to a "point" or "sides" to construct. Meanwhile, it can effectively guide profit point selection, mining profit source, improve profit leverage on the rural e-commerce, and construct the profitable businesses, which make e-commerce become means of normalized rural economy, and serving for achieving strategic objectives of a well-off society.