Research on the Evaluation System of Independent Innovation by Rural Ciculation Industry——Taking Jiangxi Province as an example

Based on literature review, interview research and empirical analysis, the paper built an evaluation system of independent innovation by rural circulation industry, which consisted of rural circulation concept innovation, organization innovation, pattern innovation, policy innovation, circulation system innovation, circulation technology innovation, circulation enterprise management innovation and marketing innovation. Empirical results, by using survey data from Jiangxi rural circulation enterprises, showed that this evaluation system had good reliability and validity, and the degree of rural circulation industry independent innovation was different in different type, scale, ownership system of rural circulation enterprise groups. The study provided important policy suggestions for the practice of independent innovation by Jiangxi rural circulation industry.