Empirical Research on Performance Evaluation of Rural E-commerce Comprehensive Demonstration Projects in Yunnan Province

This research was intended to build a project evaluation system of rural e-commerce in counties of Yunnan Province by employing analytic hierarchy process. The outcome of the importance of performance evaluation criteria was successively logistics supply chain, transaction development scale, infrastructure, social driven forces and policy environment. Selecting the survey data of 5 comprehensive demonstration counties, the result was the performance level of all counties was medium and above with 4 in 5 counties are above 80 points, which reflected that the implementation of comprehensive demonstration played a positive role in promoting the improvement and development of rural e-commerce environment. The results showed that, （1）The environment for the development of rural e-commerce in Yunnan Province was gradually getting better, and the overall level of e-commerce application was improving.（2）The operation effect of demonstration policies was more remarkable in counties with high level of GDP and infrastructure, such as ICT and transportation, but the effect of policy incentives was more prominent in counties with weak development foundation.（3）On the whole, there was a large room for improvement during the development of rural e-commerce in counties.