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城市零售企业是构建农村现代流通体系的重要主体。本文运用技术创新扩散理论,选取典型城市零售企业进入县域中心地市场的数据资料,从内部属性和域元质量两个方面研究影响城市零售企业对县域中心地市场创新扩散的关键因素,并构建probit和logit模型进行实证分析。结果表明,市场潜力和离创新扩散源的距离是影响城市零售企业创新扩散决策的显著因素,人口密度与城市零售企业创新扩散决策之间呈“U”型曲线关系,而城市零售企业内部属性对其创新扩散的影响并不显著。在构建农村现代流通体系的过程中,政府需要提升县域中心地市场的域元质量,围绕县城构建亚创新源,并根据零售企业在农村市场发展的具体阶段,不断增强其流通创新扩散能力。
Urban retail enterprises is an important part of the construction of rural modern circulation system. This article uses the theory of technological innovation diffusion to select the typical urban retail enterprises to enter the market data center of the county, from the internal attributes and the quality of the two aspects of the study of urban retail enterprises in the county center of the market diffusion of innovation and key factors and build probit And logit model for empirical analysis. The results show that the market potential and the distance from the source of innovation diffusion are the significant factors that affect the decision-making of diffusion and diffusion of innovation in urban retail enterprises. The relationship between population density and innovation and diffusion of retail enterprises in urban areas shows a “U” curve, while the urban retail enterprises The impact of attribute on its innovation diffusion is not significant. In the process of building a modern rural distribution system, the government needs to improve the quality of the territorial element in the central market of the county, construct sub-sources of innovation around the county, and continuously enhance the innovation and diffusion capacity of the circulation in accordance with the specific stage of the retail enterprise’s development in the rural market.