HUBEI AGRICULTURAL SCIENCES ›› 2023, Vol. 62 ›› Issue (5): 183-189.doi: 10.14088/j.cnki.issn0439-8114.2023.05.032

• Economy & Management • Previous Articles     Next Articles

Research on the market structure of China's rural e-commerce platform based on SCP analysis paradigm

LIANG Yue-ze, QIAO Peng-hui, WANG Hui   

  1. School of Economics and Management, Qingdao Agricultural University, Qingdao 266109, Shandong, China
  • Received:2023-01-28 Online:2023-05-25 Published:2023-06-12

Abstract: With SCP analysis paradigm as the basic theoretical framework, data analysis and empirical research were used to analyze the current situation of market structure, market behavior and market performance of rural e-commerce platforms, and to study the impact of market structure on market behavior and market performance. The results showed that there were problems such as insufficient platform differentiation, imperfect agricultural financing system, high cost and difficulty in making profits under the high oligopoly market structure of rural e-commerce platform, and the suggestions of market structure optimization, such as creeting the brand of rural e-commerce platform, strengthening division of labor and cooperation between platforms and rebuilding the new ecological system were put forward.

Key words: rural e-commerce platform, market structure, SCP analysis paradigm

CLC Number: