Analysisof the Key Success Factors of the Development Model of Jiaxing Rural E-Commerce"Taobao Village"

Chen Su

College of International Economics andTrade, Ningbo University of Finance and Economics, Ningbo, 315000, China

Abstract: In the context of rural revitalization, the state has paidmore and more attention to the development of rural e-commerce. The rise of"Taobao Village" has resulted in significant growth in the ruraleconomy and improved the quality of life of farmers. This article takesJiaxing’s Taobao Village as the research object, constructs an index system ofkey success factors for Jiaxing’s Taobao Village based on survey data, uses theanalytic hierarchy process to rank the weights of indicators at all levels, andproposes the order of the key factors affecting the “Taobao Village” model Forsupporting logistics, diversion plans, professional knowledge, operatingtalents and free training, it also puts forward relevant constructioncountermeasures and development suggestions for these key factors.

Keywords: Jiaxing; "TaobaoVillage"; Rural e-commerce; Success factors