The Coupling Coordination Development of Rural E-commerce and Rural Revitalization: A Case Study of 10 Rural Revitalization Demonstration Counties in Guizhou

In order to promote the coordinated development of rural e-commerce and rural revitalization, 10 rural revitalization demonstration counties in Guizhou were taken as the research object. Based on the in-depth analysis of the coupling mechanism between the two, the evaluation index system of rural e-commerce and rural revitalization was constructed. The entropy weight TOPSIS method was used to measure the level of rural e-commerce and rural revitalization from 2015 to 2019, and the coupling coordination degree model were used to analyze the change characteristics and time differences. The research results show that: the coupling coordination degree of rural e-commerce and rural revitalization in the 10 rural revitalization demonstration counties in Guizhou is not high; the coupling coordination degree types span six levels: severe imbalance, moderate imbalance, slight imbalance, near imbalance, reluctant coordination and primary coordination. The proportions of rural e-commerce lagging type, rural revitalization lagging type, and double lagging type are 20%, 20% and 60% respectively. From 2015 to 2019, the overall trend of the coupling coordination degree of rural e-commerce and rural revitalization is upward. And the rate of increase is higher than the rate of decline.