Research on the influence of E-commerce on the adjustment of rural industrial structure under the background of “internet plus” using intuitionistic fuzzy sets

Abstract

China remains one among largest agricultural countries in the world and one of the fastest growing Internet countries in the world. The further thorough and penetration of the Internet into the rural hinterland indicates that the combination of the Internet and the rural areas already has the technical foundation. The transformation of rural economy with Internet as medium is the future direction of rural development. Starting from the current situation of rural Internet development, based on the annotation of “Internet plus”, this paper explores the theoretical and practical application of rural e-commerce development. We utilize Intuitionistic Fuzzy Sets operator for modelling multiple attribute issues related to decision making to estimate influence of e-commerce in industries. This paper puts forward the measure method of industrial transformation and proves that “Internet plus” e-commerce has exerted a great influence on the commercial civilization, industrial structure and economic structure transformation of rural areas. The steady and lasting impact of this continuous release may become a new paradigm of technological economy. It is of great significance to the formation of the “four modernizing” linkage mechanism with information as media and the innovation of the conventional path of rural economic development and the rapid growth of rural economy.

Keywords

Rural e-commerce industrial structure transformation artificial intelligence (AI)“Internet plus”fuzzy sets

1 Introduction

China remains one among largest agricultural countries in the world. Because of various historical and realistic factors, the “three rural” problem is particularly outstanding, and so far, it has not been completely solved. It not only faces the problem of modernization of agriculture, but also suffers from the problem of solidification and alienation of the dualistic structure of rural and urban areas, and also faces the problem of urban transfer and citizenship of a large numbers of peasants. A train of thought to balance the above problems is to realize the modernization and reconfiguration of rural elements, and to transform the rural economic development from “foster type” to “self-foster”, so as to solve the problem of farmers’ employment, the development of rural and agricultural. China is still one of the countries with fast Internet development in the world [1 –3]. As of December 2015, the proportion of rural denizens in China’s netizens accounted for 28.5%, and the number reached 194 million. Compared with the end of 2014, it increased by 16.93 million, and with an increase of 8.9 percent. According to statistics, China’s rural population is up to 700 million, accounting for about half of the country’s population. Statistical analysis shows that the penetration rate of rural Internet is increasing. From 2008 to 2015, Internet penetration rate increased from 11.7% to 28.5%. The further thorough and penetration of the Internet into the rural hinterland indicates that the combination of the Internet and the rural areas already has the technical foundation [4 –7]. Intuitionistic fuzzy set popularized as it is a successful tool to find uncertainty. More of multi scenario group methods for decision making below environment of intuitionistic fuzzy has been deployed in [8]. This fuzzy model prioritize variables and their scenarios in various criteria for decision making. Environment of data analysis does not belong to parametric and linear methodology dependent approach to assess the relative competence of group of congruent groups. For every environment in fuzzy, the density of trapezoidal intuitionistic fuzzy number are utilized. Roan et al [9] proposed a unique model for representing intuitionistic fuzzy and mentioned its various applications for decision making strategies. Roopa et al [10] utilized fuzzy rule based fuzzy network for localizing thrombus.

2 Related research based on the “Internet Plus”

2.1 The Internet background

2.1.1 The rapid development of Internet technology has become an important medium of “Internet”

The enhancement of internet model has led to the development of the whole Internet industry, and its own characteristics have found way to growth of other industries. The unlimited business opportunities hidden by the huge Internet users, and the characteristics of the Internet technique, which can quickly integrate with other industries, promote the continuous innovation and practice of present day methodologies. It promotes the rapid growth of new industries. By integrating itself with other industries, it speeds up industrial transformation and upgrading, and has a revolutionary impact on human production, living behavior and way of thinking. In this situation, the concept of “Internet plus” came into being [10 –12].

2.1.2 The entry and promotion of enterprises is the catalyst for the rapid popularization of “Internet plus”.

Because of the great influence of the Alibaba group in area of commerce, it perhaps has strategic layout in rural areas immediately aroused the high concern of the whole society. Relying on the advantages of the low cost and information technique of the major network trading platforms of the Alibaba group, rural Internet business have emerged from the vast rural areas in China, and the new economic forms such as Taobao village, Taobao town and even Taobao county have been formed. The strategic layout of rural e-commerce in Alibaba group is shown in Fig. 1.

Fig. 1

Strategic layout of rural e-commerce in Alibaba group.

2.2 The connotation of “Internet plus”

“Internet plus” through the optimization of production factors and update the business system, business model reconstruction and other ways to achieve economic transformation and upgrading. As a new economic form, “Internet plus” can promote economic transformation and optimization and upgrading through its own information technology advantages [13 –15]. “Internet plus” has at least three layers of meaning:

Creating links, first linking the Internet with traditional industries, building a cooperation link, and finding the conditions for the Internet to be realized in traditional industries.

Complementary advantages. The Internet and traditional industries are cooperative relations, comprehensively integrating the advantages of both sides, learning from each other, and seeking positive symbiotic and complementary models;

Deep integration; the Internet and traditional industries will cooperate in the whole and create a relatively perfect symbiotic and complementary model to promote common development. The Internet and traditional industries create interconnection, complementary advantages and deep integration, which are the three necessary conditions for the formation of “Internet plus” [16, 17].

3 Intuitionistic fuzzy sets (IFS)

Fuzzy sets (FS) based theory was initially presented by Zadeh [18] and this theory, certainly like theory of classical sets, allows membership function partially to a set.

Let A be discourse universe. Then fuzzy set $\hat{X}$ can be illustrated as given below $\hat{X} = {(a, μ_{X} (a)) | a ε A}$ (1)

Here μ_X : A → [0, 1] is depicted as membership function and μ_X (A) illustrates the membership functions degree of certain element a to the set $\hat{X}$ in theory of IFSs also mentioned not having in a set. Therefore, an IFS $\hat{X}$ in A can be depicted as below $\hat{X} = {(a, μ_{X} (a), U_{X} (a)) | a ε A}$ (2)

Where: μ_X (a) and U_X (a) depicts the degree of membership and non- memberships degree of certain element a to set X, individually; μ_X : A → [0, 1] and U_X : A → [0, 1]; 0≤ μ_X (a) + U_X (a) ≤1.

In extra, a significant parameters are useful which is known as indeterminacy degree of a to X, is known in IFSs theory, as given below $θ_{X} (a) = 1 - μ_{X} (a) - U_{X} (a)$ (3)

As mentioned with several theory of FSs, the theory of IFSs also develops certain shapes. The shapes which are significant are trapezoidal and triangular when the function of linear membership function are utilized, while using bell-shaped once the function utilizing the non-membership function are attracted.

In additional to the shapes mentioned in fuzzy theory, the characteristic of singleton can be mentioned out. A singleton fuzzy set X, $\hat{X}$ = (x, x’) as shown in Fig. 2 below

Fig. 2

Singleton intuitionistic fuzzy numbers.

Linguistic variables have significantly utilised by various authors for providing solutions to different decision making issues along with variables.

4 The research of rural e-commerce promotes industrial structure transformation below the contextual of “Internet Plus”

4.1 The principle of measurement method of industrial transformation

There are many ways to measurement methods. In the procedure of measuring the effect of rustic. We must select and combine measurement methods. The selection of measurement methods should follow certain principles, especially in the choice of the measurement methods of rural e-commerce to promote the transformation and upgrading of rural industrial structure, and the following principles should be followed.

Principle of applicability

Principle of rationality

Maneuverability principle

The principle of comparison

4.2 Measurement method and process of industrial transformation

This paper mainly adopts the combination method to carry on measure analysis, including input-output method, the conventional method of performance measurement and gross national product statistics method. The conventional methods of measurement include analytic hierarchy process, ratio analysis, data analysis and fuzzy comprehensive measures.

4.2.1 The conventional method of performance measurement

The working about performance measurement has a history of nearly one hundred years. The performance measurement is first used in project fund management, and then it is gradually used in enterprise management and human resource management. From the scientific development history of measurement, multi index comprehensive measurement methods are generally adopted, such as analytic hierarchy process, fuzzy comprehensive measure, principal component analysis, data envelopment analysis, input-output analysis, gross national product statistics and so on.

4.2.2 The process of measurement

This paper draws on the existing measurement of the development level of e-business and the theory and method of the gross national product (GNP), and combines the principle and mechanism of the role of e-commerce to improvise the industrial development and has preliminarily formulated the index system of Table 1. The model of system consists of 4 measure categories, including 7 I class indicators and 15 II class indicators. The 4 measure categories are the scale of rural e-commerce business and its proportion in the first industry, the added value of rural e-commerce products and their proportion in the first industry, the scale of the investment in rural fixed assets and the proportion of the speculation in the social fixed assets, the number of rural e-commerce employees and their proportion in the number of urban employment, the output range of the rural e-commerce and their proportion in the GDP.

Table 1
Index system for measuring the effect of rural e-commerce promoting rural industrial development

Measure category I class index II class index

The scale of rural e-commerce transactions and their proportion in the primary industry Trade volume of rural e-commerce B2B trading volume

B2 C trading volume

C2 C trading volume

Market size Total sales of production data

Total retail sales of consumer goods

The added value of rural electricity supplier industry and its proportion in the primary industry The second industry involving Agriculture Scale of agricultural products processing industry

Development scale of e-commerce tourism

The service industry involving Agriculture The output value of peasant family music

The output value of the house

The scale of rural electricity supplier’s fixed assets investment and its proportion in the scale of social fixed assets investment The scale of investment in fixed assets of e-commerce rural. Certain e-commerce assets in rural area.

The scale of investment

Construction of network platform for agriculture related enterprises

The scale of investment

The number of rural electricity providers and their proportion in urban employment Number of employees in E-commerce The number of e-commerce in service industry

Number of employees in E-commerce in enterprises

The output value of rural e-commerce and its proportion in GDP E-commerce range of output in rural area. Agricultural production value

The output value of the second industry of e-commerce involving Agriculture

The output value of the service industry of e-commerce involving Agriculture

Measure category	I class index	II class index
The scale of rural e-commerce transactions and their proportion in the primary industry	Trade volume of rural e-commerce	B2B trading volume
		B2 C trading volume
		C2 C trading volume
	Market size	Total sales of production data
		Total retail sales of consumer goods
The added value of rural electricity supplier industry and its proportion in the primary industry	The second industry involving Agriculture	Scale of agricultural products processing industry
		Development scale of e-commerce tourism
	The service industry involving Agriculture	The output value of peasant family music
		The output value of the house
The scale of rural electricity supplier’s fixed assets investment and its proportion in the scale of social fixed assets investment	The scale of investment in fixed assets of e-commerce rural.	Certain e-commerce assets in rural area.
		The scale of investment
		Construction of network platform for agriculture related enterprises
		The scale of investment
The number of rural electricity providers and their proportion in urban employment	Number of employees in E-commerce	The number of e-commerce in service industry
		Number of employees in E-commerce in enterprises
The output value of rural e-commerce and its proportion in GDP	E-commerce range of output in rural area.	Agricultural production value
		The output value of the second industry of e-commerce involving Agriculture
		The output value of the service industry of e-commerce involving Agriculture

4.2.3 The implementation of measurement

According to the selected index system, carrying on collate data. First, by consulting official statistics, obtaining nearly 5 years’ data of major economic development indicators, as the basic data of comparative reference, it includes the scale of rural electric business transactions, the added value of rural electric business products, the scale of rural electric business fixed assets investment, the number of employment, GDP and other data. Secondly, checking all kinds of e-commerce development reports, getting data related to the development level of e-commerce, and making data collation. Finally, compiling statistical table, inputting data to calculate and test and analyze. As shown in Fig. 2,

4.3 An experiential study of industrial transformation

The measurement of pastoral e-commerce promoting the transformation and promotion of agricultural industrial structure is a macro measurement. Therefore, this paper selects four interrelated I level indicators, such as the volume of rural e-commerce transactions, the number of pastoral e-commerce employees, the value-added of rural e-commerce products, the scale of rural e-commerce fixed assets input and e-commerce of rural outcome, to analyze the impact of rural e-commerce on promoting the development of rural industry, as shown in Table 2.

Table 2
Main measurement indicators of rural electric business development and rural industrial development

Main indicators to the development of e-commerce in rural region Main indicators for the enlargement of rural industry Relationship

Trade volume of pastoral e-commerce The scale of the rural market The proportion of Rural transaction of e-commerce volume accounts for the scale of rural consumption market

The total of pastoral e-commerce employees The number of employment in rural areas The number e-commerce employees of the number of rural e-commerce employees accounted for the rural employment

The value-added of rural e-commerce products Agricultural industrial production value. The proportion of the value added of rural e-commerce industry accounts for the first output value.

The scale of assets which are fixed Speculation in rural fixed assets Proportion of e-commerce investment which is fixed for account.

Main indicators to the development of e-commerce in rural region	Main indicators for the enlargement of rural industry	Relationship
Trade volume of pastoral e-commerce	The scale of the rural market	The proportion of Rural transaction of e-commerce volume accounts for the scale of rural consumption market
The total of pastoral e-commerce employees	The number of employment in rural areas	The number e-commerce employees of the number of rural e-commerce employees accounted for the rural employment
The value-added of rural e-commerce products	Agricultural industrial production value.	The proportion of the value added of rural e-commerce industry accounts for the first output value.
The scale of assets which are fixed	Speculation in rural fixed assets	Proportion of e-commerce investment which is fixed for account.

4.3.1 Rural e-commerce business volume and its proportion accounts for rural market scale

The volume of rural e-commerce transaction is mainly composed of three kinds of transactions of B2B, B2 C and C2 C. Through the development and changes of the transaction scale in the last 5 years, it reflects the proportion and contribution of e-commerce in the scale of rural consumption market.

It is can be known through the analysis of Tables 3 and 4: The trading volume of rural electric business has increased by nearly 50 times in the past five years, and its development speed is swift and violent. The scale of rural consumption market is relatively slow growth. Rural consumption market scale increased from 0.4 percentage points to 16%, indicating that the development of e-commerce is of great efficiency to activating the vitality of the rural consumer market and expanding the consumption scale.

Table 3
The scale of rural e-commerce transactions (unit: trillion yuan)

Year 2012 2013 2014 2015 2016 Data

Rural e-commerce trading volume B2B 0.0147 0.0161 0.0188 0.0211 0.0244 Ecommerce Research Center

B2 C, C2C 0.0053 0.0399 0.1612 0.3319 0.9346

Total 0.02 0.05 0.18 0.353 0.959 Ecommerce Research Center

Year		2012	2013	2014	2015	2016	Data
Rural e-commerce trading volume	B2B	0.0147	0.0161	0.0188	0.0211	0.0244	Ecommerce Research Center
	B2 C, C2C	0.0053	0.0399	0.1612	0.3319	0.9346
Total		0.02	0.05	0.18	0.353	0.959	Ecommerce Research Center

Table 4

The proportion of rural electric business transactions and rural market scale (unit: trillion yuan)

Rural e-commerce trading volume	0.02	0.05	0.18	0.353	0.959	Ecommerce Research Center
The scale of rural consumer market	4.6	5	5.5	5.8	6	National Bureau of Statistics
The proportion of rural e-commerce trading volume to the scale of the market	0.4	1	3.2	6	16

4.3.2 The proportion of the number of rural e-commerce workers accounts for the rural employment

The ratio of the number of employment is an important indicator to reflect the structure of the industry. Through the proportion of the number of rural e-commerce workers accounts for the rural employment, it reflects the contribution of e-commerce to rural employment. As shown in Table 5 and Figs. 3 and 4.

Table 5
The proportion of the number of rural e-commerce workers accounts for the rural employment (100 million)

Year 2011 2012 2013 2014 2015

The number of e-commerce logistics services 0.005 0.007 0.011 0.016 0.18

E-commerce enterprises / farmers 0.341 0.352 0.359 0.365 0.374

The number of rural employment 4.05 3.96 3.89 3.79 3.70

The proportion of the number of rural e-commerce workers accounts for the rural employment (%) 8.52 9.10 9.51 10.10 10.80

Year	2011	2012	2013	2014	2015
The number of e-commerce logistics services	0.005	0.007	0.011	0.016	0.18
E-commerce enterprises / farmers	0.341	0.352	0.359	0.365	0.374
The number of rural employment	4.05	3.96	3.89	3.79	3.70
The proportion of the number of rural e-commerce workers accounts for the rural employment (%)	8.52	9.10	9.51	10.10	10.80

Fig. 3

Flow chart of rural e-commerce promoting rural industrial development.

The results data of the measurement show that: First, workers accounts for the rural employment is increasing year by year. Second, the number of e-commerce service providers has increased rapidly, indicating that the volume of logistics express business is also growing rapidly. The number of rural employment is decreasing, which has increased the proportion of rural e-commerce service industry in rural employment. According to the employment indicators of the information economy measured by Paula, when the proportion reaches 50%, illustrates the enhancement of e commerce in rural region has entered a mature stage, so there is still a big development space of pastoral e-commerce in China.

4.3.3 The proportion of the value added of pastoral e-commerce manufacturing accounts for the agricultural output value

The added value of rural e-commerce products is mainly reflected in the output value of agriculture related processing enterprises and agriculture related services. The proportion of total agricultural output value determines the contribution of rural e-commerce service industry to the value added of rural economic development, the analysis was based on the statistical data of the National Bureau of statistics in 2016.

From Tables 6 and 7, it can be seen that the added value of agriculture related the second or third industries has increased significantly. The growth of agricultural output value is relatively slow, and the popularity rate of agricultural products processing industry in the use of e-commerce is higher. The use of e-commerce platform to promote the processing output value of agricultural products has a positive correlation with the transformation and upgrading of agriculture related services.

Table 6
The scale of the added value of China’s pastoral e-commerce industry (billion yuan)

Year 2011 2012 2013 2014 2015

The second industry involving Agriculture Processing value of agricultural products 34000 40000 56000 62000 84000

The service industry involving Agriculture Tourism industry 1313.9 1689.5 2215.7 3092.7 4326.3

E-commerce farmhouse and homestay 1.4 8 38 101 300

Total 35315.3 41697.5 58253.7 75193.7 88626.3

Year		2011	2012	2013	2014	2015
The second industry involving Agriculture	Processing value of agricultural products	34000	40000	56000	62000	84000
The service industry involving Agriculture	Tourism industry	1313.9	1689.5	2215.7	3092.7	4326.3
E-commerce farmhouse and homestay	1.4	8	38	101	300
Total		35315.3	41697.5	58253.7	75193.7	88626.3

Table 7

The proportion of rural electric business added value to rural output value (100 million yuan)

Year	2011	2012	2013	2014	2015
Added value of rural e-commerce industry	35315.3	41697.5	58253.7	75193.7	88626.3
Agricultural output value	81303	89453	96995	102226	107056
The proportion of rural electric business industry’s added value to the first output value (%)	43.43	46.61	60.05	63.77	82.74

4.3.4 The proportion of immobile assets investment in e-commerce rural accounted for immobile assets in rural

In the statistics of national economy, there is no category of electronic commerce. Generally, it will be classified into the category of modern service industry or Internet industry. The category of emerging industries can not get specific statistical data in the lagging national economy system, so it needs to be analyzed and understood through related industrial categories. According to the data of the 2012-2015 statistics bulletin of the national economy and social development, we need to analyze the computer services and software industry, transportation, storage, postal service and finance in this period according to fixed assets investment multiplied by industrial e-commerce application ratio average.

It can be seen from Tables 8, 9, and Fig. 5, in the past 5 years. The scale of sharing in fixed assets of rural e-commerce service industry should be increased. At the similar time, we also saw that the proportion of fixed assets of rural e-commerce service industry began to increase year by year. The proportion relationship of industrial structure will also be adjusted with the increase of investment.

Table 8
The scale of rural e-commerce service industry accounts for rural fixed assets investment (unit: billion yuan)

Year 2011 2012 2013 2014 2015

Total 9331.4 14793.7 19631 29087.4 40184.9

Information technology, computer software industry 2161 2834 3216 4817 5517

Industrial e-commerce application ratio average (%) 24 36.4 41.9 53.3 68

Transportation, warehousing and logistics, postal service 27260 30296 36194 42984 48972

Finance 628 932 1250 1360 1367

Transportation, warehousing and logistics, postal service (After conversion) 6542.4 11027.7 15165.2 22910.4 33300.9

Year	2011	2012	2013	2014	2015
Total	9331.4	14793.7	19631	29087.4	40184.9
Information technology, computer software industry	2161	2834	3216	4817	5517
Industrial e-commerce application ratio average (%)	24	36.4	41.9	53.3	68
Transportation, warehousing and logistics, postal service	27260	30296	36194	42984	48972
Finance	628	932	1250	1360	1367
Transportation, warehousing and logistics, postal service (After conversion)	6542.4	11027.7	15165.2	22910.4	33300.9

Table 9

The ratio of rural e-commerce service industry accounts for the rural fixed assets (unit: 100 million yuan)

Year	2011	2012	2013	2014	2015
The scale of immobile assets service industry	9331.4	14793.7	19631.2	29087.4	40184.9
The scale of investment in the construction of network platform for agriculture related enterprises	2427	2697.6	2970	3270	3600
The scale of investment in fixed assets in the whole society	311485.1	374694.7	446294.1	512020.6	561999.8
The proportion of fixed assets investment in rural e-commerce accounted for fixed assets in rural e-commerce.	3.7	4.6	5.1	6.3	7.8

Fig. 4

The collation map of the number of rural e-commerce workers accounts for the rural employment.

Fig. 5

The ratio of rural e-commerce service industry accounts for the rural fixed assets.

4.4 The influence of e-commerce on rural industry

4.4.1 The influence of “Internet plus” on rural commercial civilization.

It is conducive to the formation of a new rural commercial civilization. The new commercial civilization is a new kind of human progress achieved through the transformation of economic, social and cultural development mode under the condition of Internet and led by e-commerce.

4.4.2 The transformation of rural economic structure has an important influence

E-commerce is a major revolution in rural economic development. It not only liberates the villagers’ old sitting, waiting, and relying on production and management thoughts, enriches the channels of getting rich, but also completely changes the industrial structure of the countryside, and solved the problems that had plagued the rural economic development for decades.

4.4.3 E-commerce makes the rural form a new technical and economic paradigm

Below the internet background will rapidly spread to most rural areas of China. The successful experience of rural Internet merchants who get rich first will also effectively drive farmers into the Internet economy. Therefore, the industrialization and marketization of various fields based on characteristic industry are quickly realized, and the original production and life style of rural areas is finally changed.

5 Conclusion

Based on the background of “Internet plus”, this paper mainly thinks about the direction of rural e-commerce to transform its rural industrial structure. On the basis of analyzing the connotation of “Internet plus”, this model utilized came up with the influence and measurement method of e-commerce in rural regions on the modification of rural industrial structure. We utilize Intuitionistic Fuzzy Sets operator for modelling multiple attribute issues related to decision making to estimate influence of e-commerce in industries. It verifies the correctness of the measurement method of industrial phenomenon adjustment through an example. The research of this paper has promoted the research on rural industrial structure under the background of “Internet plus”.

Footnotes

Acknowledgments

This work was supported by The National Science Foundation of China in 2019: Research on Construction and Optimization of New Type Agricultural Management System Under the Background of Rural Vitalization Based on Efficiency (No. 19BJY142).

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