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標題: | 探討農村淘寶經營模式與農村淘寶服務站收入和利潤之關聯性-以中國大陸福建省與湖北省為例 The Association between Rural Taobao Model and the Revenue and Profit of Service Station-Case Study in Fujian and Hubei Province of China |
作者: | Yi-Chi Lin 林義淇 |
指導教授: | 張宏浩 |
關鍵字: | 農村電子商務,農村淘寶模式,普通最小平方法,傾向分數配對法, Rural E-Commerce,Rural Taobao Model,Ordinary Least Square,Propensity Score Matching, |
出版年 : | 2018 |
學位: | 碩士 |
摘要: | 電子商務興起,面對中國大陸廣大的網民與其消費量,這股電子商務風潮由城市一路延燒到了農村,阿里巴巴集團在2014年開啟了農村電商新的頁面,與政府合作設立農村淘寶服務站,突破了物流與信息流的困境,縮減城鄉之間的距離。
歷經了農村淘寶經營模式不斷的升級,由過去村淘服務站村小二主要以兼職方式經營,經過轉變,由桐盧模式、創業模式到服務模式,實現了網貨下鄉與農產品進城的願景。本研究以2016年中國大陸福建省與湖北省的農村淘寶服務站為例,以普通最小平方法(Ordinary Least Square)與傾向分數配對法(Propensity Score Matching)探討影響農村淘寶服務站影響因素為何,並進一步的討論.面對不同的經營模式,農村淘寶服務站之收入和利潤差異性為何。 實證結果發現,服務站情況、服務站周圍環境與產品狀況對於村淘服務站之收入具有顯著的影響,並發現不同的經營模式對於村淘服務站之收入和利潤亦有顯著的差異。希望透過本研究結果給予農村淘寶政策的建議。 With the growing of E-Commerce, there are many Internet-user and huge Internet consumption in China. The trend of E-commerce spreads from urban to rural. Alibaba lunches a new trend which corporates with local government and sets up the service station of Taobao for rural residents in 2014. It not only solves the problem with transportation and information, but also reduces the difference between the urban and rural. After the rural Taobao model has continuously upgraded, the service station executives transfer from part-time operation to full-time operation, at the same time, it gradually links between urban and rural life including the online trade. This paper based on the Fujian and Hubei province of China survey among the service station of rural Taobao in 2016 and explores influencing factors of service station by Ordinary Least Square method and Propensity Score Matching method. Moreover this paper also discuss the profit and revenue of service station between different business model. The empirical results found that situation of service station, surroundings environment and products have a significant influence on the revenue of the service station and also found that different business model have significant difference on revenue and profit of service station. The results of this paper will provide suggestion to the rural Taobao. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/21879 |
DOI: | 10.6342/NTU201803002 |
全文授權: | 未授權 |
顯示於系所單位: | 農業經濟學系 |
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ntu-107-1.pdf 目前未授權公開取用 | 2.32 MB | Adobe PDF |
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