The Evaluation Research On The Development Maturity Of Rural E-commerce Under Rural Vitalization

In recent years,the development of rural e-commerce in China has entered an outbreak period.Under the strategy of "Rural Revitalization" of the central government,all over the country has vigorously developed rural e-commerce.However since the difference of industrial structure,external environment and human resources in different regions,how the government develop rural e-commerce in accordance with the local conditions,based on the premise of limited resources become the focus of this thesis.The study found that,the establishment of rural e-commerce development evaluation system,and summarize the traits of the stage and universality for its development,and put forwards the key path of its improvement of maturity,which is helpful for the government to solve problems of rural e-commerce development.Firstly,through literature analysis,the evaluation index system of e-commerce development is established,and the index weight is calculated by AHP.Secondly,combined with CMM,OPM3 theory and rural e-commerce development cases,built a maturity evaluation model.Finally,by uses of analysis such as benchmarking and grey correlation,through the measured samples for rural e-commerce development maturity by uses of MATLAB,the rationality of the theoretical model is verified and provide suggestions for the samples.Through above methods,the following results and conclusions are obtained:(1)The firstlevel index is constructed such as basic construction,technical capacity,application degree,external environment and e-commerce services,and index evaluation model of its subdivision for 10 second-level indexes and 21 third-level indexes,which the index weight is measured;(2)The first-level index is taken as key factors,combined with the project management maturity theory model to divided five stages of rural maturity model such as initial-level,growth-level,transition-level,maturity-level and optimization-level,summarized the stage traits of rural ecommerce development;(3)Studied on rural e-commerce cases,combined with stage factors of maturity model,put forwards the key path of rural e-commerce industry improvements in “point,line,aspect,whole,ecology”,under the he perspective of rural revitalization.Through the empirical analysis of sample's data,the maturity of rural e-commerce is verified for Yiwu city,Wuyi county,Pujiang county and Pan'an county,which their stage factors meet the maturity stage rules,and provided suggestions for sample's development: Pan'an county needed to incubate the e-commerce “leaders” of “famous products in villages”,and speed up the improvement of basic constructions;Wuyi county and Pujiang county needed to expand the overseas business,deepen the advantages of industrial gathering and integration;Yiwu city should promote the development of data and overseas business continuously.This paper has evaluated the current status of regional rural e-commerce maturity at macro-level,provided summary and development strategy of rural e-commerce industry from perspective of industrial revitalization at the meso-level,analyzed and provided specific development suggestions combined with the data of sample at the micro-level,which is able to provide which can provide specific suggestions widely and scientifically to guide rural ecommerce development industry.