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In the thriving digital economy, innovations like big data, AI, and blockchain have driven the swift expansion of the e-commerce sector. This trend is not only spreading globally but also penetrating rural regions, significantly impacting their economic growth. Although there is a growing investment in rural e-commerce from national budgets and top e-commerce firms, the unique challenges of the e-commerce sector, combined with the relative underdevelopment of China's agricultural sector, suggest that the overall progress of rural e-commerce is still not as promising as desired. Drawing on the industrial life cycle theory, this study examines three key indicators: industrial transaction scale, the number of employees and the scale of e-commerce service industry. It employs the Compertz Curve and output growth rate analysis to assess the developmental phase of China's e-commerce industry. The findings indicate that China's rural e-commerce industrial is currently in the growth stage. By examining case studies, this paper proposes tailored strategies across consciousness, marketing, industry, and government policies to enhance the maturity of China's rural e-commerce sector.

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Research on the Development Path of Rural E-Commerce Under the Background of Digital Economy––From the Perspective of Industrial Life Cycle

  • 会议论文

  • 发表日期：

    2025年

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  • Chong Zhang,
  • Qingmei Chen,
  • Yongjie Gui,
  • Jia Tang

摘要

In the thriving digital economy, innovations like big data, AI, and blockchain have driven the swift expansion of the e-commerce sector. This trend is not only spreading globally but also penetrating rural regions, significantly impacting their economic growth. Although there is a growing investment in rural e-commerce from national budgets and top e-commerce firms, the unique challenges of the e-commerce sector, combined with the relative underdevelopment of China's agricultural sector, suggest that the overall progress of rural e-commerce is still not as promising as desired. Drawing on the industrial life cycle theory, this study examines three key indicators: industrial transaction scale, the number of employees and the scale of e-commerce service industry. It employs the Compertz Curve and output growth rate analysis to assess the developmental phase of China's e-commerce industry. The findings indicate that China's rural e-commerce industrial is currently in the growth stage. By examining case studies, this paper proposes tailored strategies across consciousness, marketing, industry, and government policies to enhance the maturity of China's rural e-commerce sector.