Research On The Measurement Of Rural E-commerce Development Level And Its Influencing Factors In Linyi City

The popularity of the Internet and the deepening of the degree of commercialization mean that it is the era of Internet economy,and e-commerce is developing rapidly.In the face of fierce economic competition and the rapid development of information technology,the voice for the development of e-commerce in rural areas is also increasing.Rural e-commerce has changed the traditional trading mode of agricultural products as well as the traditional trading form of industrial products.The convenience advantage of rural e-commerce is prominent,which can improve transaction efficiency and reduce transaction costs.The development of rural e-commerce is of great significance to the development of rural economy.Based on this,the relevant research literature on the development stage and influencing factors of rural e-commerce is first combed through,the development basis and the industrial status of rural e-commerce in Linyi is explained and its main problems analyzed.Second,build the evaluation index system of the general development level of rural e-commerce in Linyi,determine the weight of each index using the entropy method,measure the development level of rural e-commerce industry in Linyi,and analyze the development ranking of rural e-commerce in seven demonstration districts;Thirdly,combined with the completed research on various influencing factors of rural e-commerce and the questionnaire survey of residents,this thesis discusses the influence of three factors on the development of rural e-commerce in Linyi using the method of gray correlation analysis.Finally,according to the calculation results,practical countermeasures and proposals for the development of rural e-commerce in Linyi are presented in order to promote the development of the ecommerce industry in Linyi.The results show that:(1)There are significant differences in the development level of rural e-commerce in the seven demonstration counties in Linyi City.Tancheng County,Pingyi County and Yishui County have a high level of rural e-commerce development,and their comprehensive measurement scores are far higher than the average;The development of rural e-commerce in Yinan County,Mengyin County and Lanling County is at a medium level,with the comprehensive measurement score of Yinan and Mengyin County slightly higher than the average;The development of rural e-commerce in Fei County is relatively backward,and the comprehensive measurement score is far below the average.(2)Tancheng and Yishui County scored higher than the average in all dimensions.Rural e-commerce development was relatively balanced.The remaining five counties failed to achieve synchronous development in three dimensions of readiness,application and impact.The preparation level of rural ecommerce in Yinan County and Pingyi is relatively backward;The application level of rural e-commerce in Mengyin and Lanling County is relatively backward;The influence level of rural e-commerce in Lanling and Pingyi County is relatively backward;The three dimensions of Fei County are lagging behind.(3)The influencing factors of rural e-commerce development in Linyi include policy factors,economic factors and social factors.The grey correlation degree of each influencing factor is0.9911,0.8708 and 0.9774 calculated by using the grey correlation degree method.The rank of the correlation degree is policy factors,social factors and economic factors.Among them,the degree of financial support,the degree of macroeconomic development,the degree of transportation infrastructure construction,the education level of rural residents,and the comprehensive development of farmers’ cooperatives play a strong role in the development of rural e-commerce in Linyi,with the correlation degree higher than 0.99.Based on the research results,this paper proposes to strengthen government functions and improve relevant policies for rural e-commerce development;Promote talent introduction,education and training of rural e-commerce talents;Improve infrastructure and promote rural e-commerce supporting facilities;Narrow the differences between urban and rural areas and advocate the e-commerce model of farmers’ cooperatives;Implement the brand strategy and dredge the upstream channel of characteristic agricultural products,with a view to promoting the development of rural e-commerce industry in Linyi.