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Abstract

With the development of electronic commerce, there is a special phenomenon in rural areas of China that a lot of farmers in these areas depend on opening shops on Taobao online for a living. The products are made from the village workshop, and farmers become fully- fledged network businessmen. Electronic business platform mode of "Taobao Village" is the result of integrated development of primary, secondary and tertiary industries. In this study, we take two kinds of typical Taobao villages (Dongfeng Village and Yanxia Village) as sample areas, and conduct comparative analysis of this new rural business model based on field survey data, case studies and theoretical research. We also probe into the problems in the development of Taobao villages, and set forth the recommendations for the new rural business model.

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