Rural Long Tail Public Service and the Correction Mechanism

This book firstly analyzes the status and characteristics of rural long tail public service and its unbalance in detail. In all, based on the long tail theory, mechanism design theory and resource dependence theory, this book makes an empirical study and basic judgment on the matching of supply and demand of rural long tail public services in China and explores the mechanism of the efficiency of supply and demand affecting the imbalance. This book presents a correction mechanism of rural long tail public demand based on the division of different response subjects and puts forward corresponding policy suggestions. By putting the rural public demand in the “embedded” economic and social system and the development process, this book analyzes its future trend and response path.

Then, based on the difference of governance efficiency, this book analyzes the general causes of the unbalance of supply and demand of rural long tail public service. Especially for the representative field of rural public service (e.g., special education, old-age caring, medical care), this book carries out empirical studies (seemingly unrelated regression) to analyze the factors, internal mechanism and basic path of the imbalance of rural long tail public service. Thirdly, through the construction of the imbalance index of rural long tail public service, this book makes an empirical calculation of the severity of this imbalance. This book further puts forward the design of the correction mechanism for the imbalance of rural long tail public service and carries on the reasonable and orderly division for different supply subjects. In the end, this book puts forward the balanced “Internet + NGO” model for rural long tail public service and takes JD.com as an example to expound the operation of the network platform of the correction mechanism.

Luo Ji completed Ph.D. in Economics and is a postdoc researcher in the School of Public Policy & Management, Tsinghua University. His major research fields are big data, NGO, health and green economics, education economics, and agriculture economics. He has published 5 SSCI/SCI high-IF papers related to economics since Ph.D. graduation.
Luo Ji worked overseas in Britain as a PR consultant for British Real Estate & Economy in Morale Consultant Ltd, Nottingham, UK. He is the reviewer of Voluntas, Applied Economics and Finance, and China Nonprofit Review.