DOI: 10.36347/sjebm.2015.v02i12.008

Pages: 1185-1193

With the continuous conjugation of Internet and traditional industries, "Taobao Village" has become the patterns of emerging industrial clusters to promote the development of China's rural economy. This paper selects the Junpu Taobao Village in Jieyang City as single case for study, and we analyze the forming process and mechanism of the rural e-commerce entrepreneurial cluster from perspective of mass entrepreneurship, then put forward analytical framework of mass entrepreneurship in terms of government support. Our result illustrate that there are four aspects of impact that government can exert on mass entrepreneurship: create entrepreneurial conditions, improve entrepreneurial abilities, inspire entrepreneurial motivations and assist entrepreneurial activities. Accordingly, we analyze and conclude the forming mechanism of rural e-commerce mass entrepreneurship in terms of government support.