前景理论视角下乡村创业企业扩张决策研究OA

Drawing on prospect theory,this paper analyzes the expansion decision-making process of rural entrepreneurial enterprises,constructs their expansion decision-making model,and uses CMES(China Micro and Small Enterprise Survey)data to describe the model in reality.The results show that rural entrepreneurial enterprises are more inclined to choose to maintain the status quo than implementing expansion strategies.The main reason why rural start-ups give up expansion is not only that the expected benefits of implementing the expansion plan are not attractive to them,but also that it is difficult for the company to bear the high losses that may be caused if the plan is not implemented well.In order to guide the high-quality development of rural entrepreneurial enterprises,the government should focus on deepening the promotion and demonstration of agricultural science and technology,strengthening financial subsidy oriented functions,and deepening new rural people's entrepreneurship training,so as to enhance the willingness of rural entrepreneurial enterprises to expand.