Rural E-comme Rce Ecosystem Evolution Path And Interactive Mechanism Between The Roles

In recent years,the rural e-commerce in C hina develop rapid ly.It's not only improve the economic in rural,but also concern the ecosystem which Alibaba leading to form in rural.In this new ecosystem,new subject had been absorbed in here to be a part of it.After that,the economic,technology,system and organization have changed a lot.Because the develop program and achievement in C hinese rural e-commerce different from foreign agricultural products e-commerce in earlier stage,so it deserve to be discussed.On the choose of research theories,his type of ecosystem in the Innovation System Theory is new thing that few papers had explained good,then the Innovation System Theory also could not explained its evolutionary process and interactive rules very well,So we try to use the Business Ecosystem and the Socio-technical System Theory to figure out these questions with qualitative research method.We collected by field research in GuangDong Q ingyuan and Jieyang in one and half year,then use some second data collected by government documents,medium reports and internal meeting records,After that we tried to structure the Multi-level analysis framework by those first and second dates by which called Grounded theory method.This Multi-level structure analyze three stage of rural e-commerce which called ?Industrial productions enter into rural?,?Rural productions online? and ?Rural E-commerce mixed development ?.Then we can structure another model by few interactive rules(Resource combination and sharing,Value-creating,Distribution of benefits.)through the analyze of the ecosystem forming path.In this ecosystem,platform vendor,governor,agricultural enterprises and logistics enterprises and other e-commerce roles will interact and symbiotic evolve with each other according to the trend rural e-commerce's development and interactive rules,promoting development of socio-technical system of rural e-commerce.Finally,we try to analyze the pathway of rural e-commerce between the two Taobao 's towns of Yangshan and Tongyu base on the Socio-technical System Theory,it proved the reasonable of Multi-level analysis framework and interactive rules which we had proposed.In addition,we figure out four important mediators called identify demand accurately,Confident of service innovation with IT,Sequential update and flexible organization,which can promote the development.It seems meaningful to all participants especially governors,platform vendor,agricultural enterprises.To the first one,It should set helpful policies according to different stage,try to attract more talents,fund and technology resource come to rural.In addition,we encourage governor strengthen the local infrastructure,such as traffic condition,and increase loan amount to the villagers.To the second one,we call to increase their power of resource integrating,then design more business patterns to cooperate with government,which keep development steadily.At last,we suggest agricultural enterprises may build their own brand as soon as possible,meanwhile structure their supply chain and talents system also seems so critical.