Ristie 5

ISSN: 1646-9895
Revista Ibérica de Sistemas e Tecnologias de Informação

Iberian Journal of Information Systems and Technologies
J u l h o 1 6 • J u l y 1 6
©AISTI 2016 http://www.aisti.eu Nº E5

Revista Ibérica de Sistemas e Tecnologias de Informação
Iberian Journal of Information Systems and Technologies
Edição / Edition
Nº. E5, 07/2016
ISSN: 1646-9895
Indexação / Indexing
Academic Journals Database, CiteFactor, Dialnet, DOAJ, DOI, EBSCO, EI-Compendex,
GALE, IndexCopernicus, Index of Information Systems Journals, Latindex, ProQuest,
QUALIS, SCImago, SCOPUS, SIS, Ulrich’s.
Propriedade e Publicação / Ownership and Publication

AISTI – Associação Ibérica de Sistemas e Tecnologias de Informação
Rua Quinta do Roseiral 76, 4435-209 Rio Tinto, Portugal
E-mail: aistic@gmail.com
Web: http://www.risti.xyz
RISTI, N.º E5, 07/2016 i

Ficha Técnica
Director
Álvaro Rocha, Universidade de Coimbra, PT
Coordenadores da Edição / Issue Coordinators

Ning Zhang, Renmin University of China, Beijing, CN
Álvaro Rocha, Universidade de Coimbra, PT
Conselho Editorial / Editorial Board

Carlos Ferrás Sexto, Universidad de Santiago de Compostela, ES
Gonçalo Paiva Dias, Universidade de Aveiro, PT
Jose Antonio Calvo-Manzano Villalón, Universidad Politécnica de Madrid, ES
Luís Paulo Reis, Universidade do Minho, PT
Manuel Pérez Cota, Universidad de Vigo, ES
Ramiro Gonçalves, Universidade de Trás-os-Montes e Alto Douro, PT
Conselho Científico / Scientific Board

Adolfo Lozano-Tello, Universidad de Extremadura, ES
Adrián Hiebra Pardo, Universidad de Santiago de Compostela, ES
Adriano Pasqualotti, Universidade de Passo Fundo, BR
Alberto Fernández, Universidad Rey Juan Carlos, ES
Alberto Bugarín, Universidad de Santiago de Compostela, ES
Alejandro Medina, Universidad Politécnica de Chiapas, MX
Alejandro Rodríguez González, Universidad Politécnica de Madrid, ES
Alejandro Peña, Escuela de Ingeniería de Antioquia, CO
Alexandre L’Erario, Universidade Tecnológica Federal do Paraná, BR
Alma María Gómez-Rodríguez, Universidad de Vigo, ES
Álvaro E. Prieto, Universidad de Extremadura, ES
Ana Azevedo, Instituto Politécnico do Porto, PT
Ana Cristina Ramada Paiva, FEUP, Universidade do Porto, PT
Ana Isabel Veloso, Universidade de Aveiro, PT
Ana Maria Correia, ISEGI, Universidade Nova de Lisboa, PT
Anabela Mesquita, Instituto Politécnico do Porto, PT
ii RISTI, N.º E5, 07/2016

Angelica Caro, Universidad del Bío-Bío, CL
Ania Cravero, Universidad de La Frontera, CL
Antoni Lluís Mesquida Calafat, Universitat de les Illes Balears, ES
Antonia Mas Pichaco, Universitat de les Illes Balears, ES
António Coelho, FEUP, Universidade do Porto, PT
António Godinho, ISLA-Gaia, PT
Antonio Jesus Garcia Loureiro, Universidad de Santiago de Compostela, ES
António Pereira, Instituto Politécnico de Leiria, PT
Armando Mendes, Universidade dos Açores, PT
Arnaldo Martins, Universidade de Aveiro, PT
Arturo J. Méndez, Universidad de Vigo, ES
Baltasar García Pérez-Schofield, Universidad de Vigo, ES
Benjamim Fonseca, Universidade de Trás-os-Montes e Alto Douro, PT
Bráulio Alturas, ISCTE - Instituto Universitário de Lisboa, PT
Brenda L. Flores-Rios, Universidad Autónoma de Baja California, MX
Brígida Mónica Faria, ESTSP, Instituto Politécnico do Porto, PT
Carlos Costa, Universidade de Aveiro, PT
Carlos Rabadão, Instituto Politécnico de Leiria, PT
Carlos Carreto, Instituto Politécnico da Guarda, PT
Carlos Morais, Instituto Politécnico de Bragança, PT
Carlos Vaz de Carvalho, Instituto Politécnico do Porto, PT
Carmen Galvez, Universidad de Granada, ES
César Gonçalves, Universidade do Algarve, PT
Ciro Martins, Universidade de Aveiro, PT
Cristina Alcaraz, Universidad de Málaga, ES
Daniel Castro Silva, Universidade de Coimbra, PT
Daniel Polónia, Universidade de Aveiro, PT
Daniel Riesco, Universidad Nacional de San Luis, AR
David Fonseca, Universitat Ramon Llull, ES
David Ramos Valcarcel, Universidad de Vigo, ES
Dora Simões, Universidade de Aveiro, PT
Eduardo Sánchez Vila, Universidad de Santiago de Compostela, ES
Emiliano Reynares, CIDISI - UTN FRSF - CONICET, AR
Enric Mor, Universitat Oberta de Catalunya, ES
RISTI, N.º E5, 07/2016 iii

Eusébio Ferreira da Costa, Escola Superior de Tecnologias de Fafe, PT
Feliz Gouveia, Universidade Fernando Pessoa, PT
Fernando Bandeira, Universidade Fernando Pessoa, PT
Fernando Diaz, Universidad de Valladolid, ES
Fernando Moreira, Universidade Portucalense, PT
Francisco Restivo, Universidade Católica Portuguesa, PT
Gerardo Gonzalez Filgueira, Universidad da Coruña, ES
Gerardo Rodriguez, Universidad de Salamanca, ES
Germano Montejano, Universidad Nacional de San Luis, AR
Guilhermina Lobato Miranda, Universidade de Lisboa, PT
Hélder Zagalo, Universidade de Aveiro, PT
Hélia Guerra, Universidade dos Açores, PT
Henrique Gil, Instituto Politécnico de Castelo Branco, PT
Henrique Santos, Universidade do Minho, PT
Higino Ramos, Universidad de Salamanca, ES
Hugo Paredes, Universidade de Trás-os-Montes e Alto Douro, PT
Isabel Pedrosa, Instituto Politécnico de Coimbra, PT
Isaura Ribeiro, Universidade dos Açores, PT
Isidro Calvo, Universidad del País Vasco (UPV/EHU), ES
Ismael Etxeberria-Agiriano, Universidad del País Vasco (UPV/EHU), ES
Ivan Garcia, Universidad Tecnologica de la Mixteca, MX
Javier Garcia Tobio, CESGA-Centro de Supercomputacion de Galicia, ES
Jezreel Mejia, Centro de Investigación en Matemática (CIMAT), MX
João Pascual Faria, FEUP, Universidade do Porto, PT
João Paulo Costa, Universidade de Coimbra, PT
João Tavares, FEUP, Universidade do Porto, PT
Joaquim José Gonçalves, Instituto Politécnico do Cávado e do Ave, PT
Joaquim Madeira, Universidade de Aveiro, PT
Joaquim Reis, ISCTE - Instituto Universitário de Lisboa, PT
Jörg Thomaschewski, University of Applied Sciences OOW - Emden, DE
Jose Alfonso Aguilar, Universidad Autonoma de Sinaloa, MX
José Augusto Fabri, Universidade Tecnológica Federal do Paraná, BR
José Braga de Vasconcelos, Universidade Atlântica, PT
José Cascalho, Universidade dos Açores, PT
iv RISTI, N.º E5, 07/2016

José Felipe Cocón Juárez, Universidad Autónoma del Carmen, MX
Jose J. Pazos-Arias, Universidad de Vigo, ES
José Luís Silva, Universidade da Madeira, PT
José Paulo Lousado, Instituto Politécnico de Viseu, PT
José Luis Pestrana Brincones, Universidad de Málaga
José Luís Reis, ISMAI - Instituto Superior da Maia, PT
Jose M Molina, Universidad Carlos III de Madrid, ES
Jose Maria Zavala Perez, Eticas Research & Consulting, ES
José Martins, Universidade de Trás-os-Montes e Alto Douro, PT
Jose Maria de Fuentes, Universidad Carlos III de Madrid, ES
Jose R. R. Viqueira, Universidade de Santiago de Compostela, ES
José Silvestre Silva, Academia Militar, PT
Josep M. Marco-Simó, Universitat Oberta de Catalunya, ES
Juan D’Amato, PLADEMA-UNCPBA-CONICET, AR
Juan M. Santos Gago, Universidad de Vigo, ES
Juan Manuel Fernández-Luna, Universidad de Granada, ES
Juan-Manuel Lopez-Zafra, Universidad Complutense de Madrid, ES
Leonardo Bermon, Universidad Nacional de Colombia, CO
Leila Weitzel, Universidade Federal Fluminense, BR
Lilia Muñoz, Universidad Tecnológica de Panamá, PA
Luis Alvarez Sabucedo, Universidad de Vigo, ES
Luís Correia, Universidade de Lisboa, PT
Luis de Campos, Universidad de Granada, ES
Luis Enrique, Sicaman Nuevas Tecnologías S.L., ES
Luis Fernandez-Sanz, Universidad de Alcalá, ES
Luís Ferreira, Instituto Politécnico do Cávado e do Ave, PT
Luis Vilán-Crespo, Universidad de Vigo, ES
Luisa María Romero-Moreno, Universidad de Sevilla, ES
Luisa Miranda, Instituto Politécnico de Bragança, PT
Lus Sussy Bayona Ore, Universidad Nacional Mayor de San Marcos, PE
Magdalena Arcilla Cobián, Universidade Nacional de Educación a Distancia, ES
Manuel Jose Fernandez Iglesias, Universidad de Vigo, ES
Marcelo Mendonça Teixeira, Universidade Federal Rural de Pernambuco, BR
Marco Painho, ISEGI, Universidade Nova de Lisboa, PT
RISTI, N.º E5, 07/2016 v

Maria Hallo, Escuela Politécnica Nacional, EC
María J. Lado, Universidad de Vigo, ES
Maria João Castro, Instituto Politécnico do Porto, PT
Maria João Ferreira, Universidade Portucalense, PT
Maria João Gomes, Universidade do Minho, PT
Maria José Angélico, Instituto Politécnico do Porto, PT
Maria José Marcelino, Universidade de Coimbra, PT
Maria José Sousa, Universidade Europeia, PT
Marisol B. Correia, Universidade do Algarve, PT
Maristela Holanda, Universidade de Brasília, BR
Martín Llamas Nistal, Universidad de Vigo, ES
Matías García Rivera, Universidad de Vigo, ES
Mercedes Ruiz, Universidad de Cádiz, ES
Miguel A. Brito, Universidade do Minho, PT
Miguel Bugalho, Universidade Europeia, PT
Miguel Casquilho, IST, Universidade de Lisboa, PT
Mirna Ariadna Muñoz Mata, Centro de Investigación en Matemáticas (CIMAT), MX
Nelson Rocha, Universidade de Aveiro, PT
Nuno Lau, Universidade de Aveiro, PT
Nuno Ribeiro, Universidade Fernando Pessoa, PT
Orlando Belo, Universidade do Minho, PT
Oscar Mealha, Universidade de Aveiro, PT
Paula Peres, Instituto Politécnico do Porto
Paula Prata, Universidade da Beira Interior, PT
Paulo Martins, Universidade de Trás-os-Montes e Alto Douro, PT
Paulo Pinto, FCT, Universidade Nova de Lisboa, PT
Pedro Abreu, Universidade de Coimbra, PT
Pedro Miguel Moreira, Instituto Politécnico de Viana do Castelo, PT
Pedro Nogueira Ramos, ISCTE - Instituto Universitário de Lisboa, PT
Pedro Sánchez Palma, Universidad Politécnica de Cartagena, ES
Pedro Sanz Angulo, Universidad de Valladolid, ES
Pilar Mareca Lopez, Universidad Politécnica de Madrid, ES
Raul Laureano, ISCTE - Instituto Universitário de Lisboa, PT
Renata Spolon Lobato, UNESP - Universidade Estadual Paulista, BR
vi RISTI, N.º E5, 07/2016

Reinaldo Bianchi, Centro Universitário da FEI, BR
Rita Santos, Universidade de Aveiro, PT
Roberto Rodrígues Echeverría, Universidad de extremadura, ES
Rodolfo Miranda Barros, Universidade Estadual de Londrina, BR
Rogério Eduardo Garcia, Universidade Estadual Paulista, BR
Rubén González Crespo, Universidad Internacional de La Rioja, ES
Rui Cruz, IST, Universidade de Lisboa, PT
Rui José, Universidade do Minho, PT
Rui Pedro Marques, Universidade de Aveiro, PT
Santiago Gonzales Sánchez, Universidad Inca Garcilaso de la Vega, PE
Sergio Gálvez Rojas, Universidad de Málaga, ES
Sérgio Guerreiro, Universidade Lusófona de Humanidades e Tecnologias, PT
Silvia Fernandes, Universidade do Algarve, PT
Solange N Alves de Souza, Universidade de São Paulo, BR
Tomás San Feliu Gilabert, Universidad Politécnica de Madrid, ES
Valéria Farinazzo Martins, Universidade Presbiteriana Mackenzie, BR
Victor Hugo Medina Garcia, Universidad Distrital Francisco José de Caldas, CO
Vitor Carvalho, Instituto Politécnico do Cávado e do Ave, PT
Vitor Santos, ISEGI, Universidade Nova de Lisboa, PT
Wagner Tanaka Botelho, Universidade Federal do ABC, BR
Xose A. Vila, Universidad de Vigo, ES
RISTI, N.º E5, 07/2016 vii

Editorial
Information Technology Drives Innovation in Service
Ning Zhang*
* zhangninruc@163.com
Renmin University of China, Beijing, China

ix
Technological innovation presents a diversified development trend, with the integration

of information technology services and industries, cloud computing, big data and other
new models has been recognized by more and more users. Information technology
services companies face the pressure of transformation and upgrading, business model
change is underway.
Information technology services industry as an important part of the IT industry, it can
provide digital platform development, business data storage and processing, system
design and consulting services, and will promote productivity and economic growth.
Thus, the RISTI (Revista Iberica de Sistemas e Tecnologias de Informacao) presents
actual papers on main topics of journal specialization to address and focus new innovative
in information technologies. The Vol. 2016, No. E5, has selected 40 extended articles
presented at the panel discussion on Information Technology Innovation and Computer
Engineering in July 2015 in Beijing China, which aims to more deep insights about the
development of “Information Technology Drives Innovation in Service”.
We gratefully appreciate the authors for their scholarly contributions, and all the
included contents were anonymously reviewed by distinguished experts to maintain
academic excellence and integrity. We assure our readers that RISTI (Revista Iberica
de Sistemas e Tecnologias de Informacao) will serve as a key exchange platform for
publications in information science & technology field. The authors and readers can
count on the journal.
RISTI, N.º E5, 07/2016 ix

Índice / Index
EDITORIAL
Information Technology Drives Innovation in Service �� ix
Ning Zhang
ARTIGOS / ARTICLES
Research on Influence Factors of New Rural Sports Culture Development
Based on Data Mining Technology��1
Huasheng Huang, Xiaojun Wu, Ganchen Tao, Ying Zhang, Yuefeng Wang, Xiaodong Long
Influence of Corporate Equity Incentive and CSR on Firm Performance:
an Empirical Analysis based on Large-scale Data Mining��13
Ming Li, Zhenxiang Chen
Study on the Image Supporting System and Propagation Mechanism
of Rural Tourism Destination......................................................................................... 26
Li Long, Song Hui
Countermeasures and Support Environment for the Development of the
Non-governmental Economy in Suzhou, China..............................................................37
TianXueying, NiePanke
Effectiveness of College Counselors’ Work and Ideological
Education Based on Multimedia Platform..................................................................... 50
Pingqian Guo, Yafeng Zhang
The Influence of Strategic HRM on Enterprise Performance based on
Online Survey and Data Mining.......................................................................................61
Shuxia Wang
Asymmetric Effect of Energy prices on Energy Saving and
Emission Reduction based on Dynamic panel GMM Test.............................................. 71
Hua Peng
BIRCH Algorithm and Data Mining Application in Construction of Financial
Enterprise Management Team based on “Internet Plus” Background ......................... 84
Chenglin Xiao, Weili Xia
Urbanization Moderate scale Management of Land and Grain
Production based on Evolutionary Algorithm ................................................................95
Tao Zhai, Yadong Fan
E-course of College Badminton Curriculum Based on Multimedia Platform:
an Experiential Teaching Method..................................................................................106
Hong Zhang
x RISTI, N.º E5, 07/2016

Research on Badminton Footwork Training and Teaching Effect based on
Computer Aided Information Processing...................................................................... 115
Chao Chen
Study on the Cooperation of Hotels and Online Self-service Travel Business
based on Information Technology.................................................................................125
Xiaolong He, Xiaomei Zhang, Fangyuan Liu
Prediction and Simulation on the Consumers Purchase Intention of
Rice based on System Dynamics Modeling...................................................................136
Shengde Hu, Haoning Wu, Yuqiu Cai
Research on Evaluation Index System of Tourism Competitiveness
based on Tourism E-business Platform ........................................................................146
Wu Ling, Li Long
Research on Sports Tourism Resources Value and Promotion with Skating
and Skiing based on Data Mining Method....................................................................158
Xianfeng Zha, Xiaomei Zhang
Design of Forest Tourism Resources Evaluation System based on GIS........................171
Chuanming Yang, Xiaomei Zhang
Research on the Fluctuation of RMB Exchange Rate based on Data
Mining Method...............................................................................................................182
Ying Ye, Yirong Ying
Study on Wireless Data Transmission System based on GPRS and ARM .................. 195
Mingyu Zhang, Yuling Wang, ShuLan Gong
Research on the Appraisal Index System of Real Estate based on BP
Neural Network............................................................................................................. 207
Jia Liu, Xiaode Zuo, Mingjian Xu
Empirical Analysis on the Efficiency of Financial Governance based on
Computer-aided Data Mining ....................................................................................... 217
Chao Ma
Research on Fuzzy PID Control Strategy for Brushless Direct Current Motor ............227
Lili Jing, Hua Ge, Yang Nie
Research on the Mobile Internet Fragmentation Economic based on
Support Vector Machine ............................................................................................... 238
Hong Jiang, Hong Zhao
Research on Teaching Evaluation of College Physical Education Based on
Data Mining and Network Survey................................................................................. 249
Zhengdao Lu, Yibo Zhao
Research on the Competency Model of Innovative Entrepreneurial Team
based on Network Information Data Mining Technology............................................ 260
Jia Liu
RISTI, N.º E5, 07/2016 xi

Study on the Coordinated Control System of Urban Traffic Trunk Line
based on Particle Swarm Optimization..........................................................................273
Chengtao Cao, Feng Cui, Lunhui Xu
Extraction Process Optimization of Total Flavones from Moriga Oleifera
Leaves Based on Computer-aided Response Surface Method..................................... 287
Yi Zheng, Bin Wu, Jianmei Deng, Shaojuan Jiang
Technology Innovation and Manufacturing Upgrading Drive Mechanism
based on Internet Plus................................................................................................... 299
Feng Ji, Ting Zhang, Fan Wu, Bangjun Wang
Supply Chain Risk Assessment based on Support Vector Machine .............................310
Wei Cao, Xi Zhang
An Improved K-means Algorithm Application in Distributed Data Mining
and Information Technology......................................................................................... 323
Jianhu Gong
Research on the Formation and Development Mechanism of Brand Loyalty
based on Social Media .................................................................................................. 334
Hongxin Li
Research on Social Support System of Peasant Workers’ Citizenship
based on Data Mining Theory ......................................................................................347
Ji Liu, Xiaomei Zhang , Zhilin Suo
Research on the E-business Enterprise Employee Occupation Commitment
and Career happiness based on Network Survey ......................................................... 360
Shuliang Lv, Tiange Duan, Lanying Du
The Influence of Rural Financial Development on Urban-rural Income
Gap based on Data Mining Method...............................................................................374
Qiwen Zhang, Weiwei Lu, Jinyuan Wang
Simulation of Influencing Factors in Internet-Enabled Transformation
Performance of Traditional Enterprise Based on System Dynamics ..........................387
Feng Ji, Ting Zhang, Fan Wu, YuPeng Mou
Design of Injection Mold for Automobile Grille Based on
Computer-aided CAD Technology ..............................................................................400
Jinlian Wang
Research on Rolling Bearing Fault Diagnosis Based on Support
Vector Machine...............................................................................................................413
Shusen Li, Qingchun Zhang, Xin Shang, Bin-bin zhang
Research on Public Management Efficiency Improvement Method based on
Parallel Database Oriented Optimization Management Information System..............425
Yingjun Han, Rui Sun
xii RISTI, N.º E5, 07/2016

Adjustment and Application of Ground Motion Input in Temporal
Analysis of Structure Aseismic .....................................................................................437
Changhao Zhang, Jianhu Feng, Xuntao Wang
Design and Development of a Dynamic Wearable Computer Device Platform ...........447
Zhouping Yin
Design and Implementation of Communication System Based on
Android Platform .......................................................................................................... 459
Mingming Chen, Hong Tang, Yuzhi Chen, Ning Wang
RISTI, N.º E5, 07/2016 xiii

Revista Ibérica de Sistemas e Tecnologias de Informação Recebido/Submission: 01/03/2016
Iberian Journal of Information Systems and Technologies Aceitação/Acceptance: 04/07/2016
Research on Influence Factors of New Rural Sports

Culture Development Based on Data Mining Technology
Huasheng Huang1, Xiaojun Wu1, Ganchen Tao2, Ying Zhang2, Yuefeng Wang2,
Xiaodong Long2,*
Long Xiaodong,*171761779@qq.com
1
Guangxi University of Chinese Medicine, Nanning, Guangxi, China
2
P.E. Department, Jinggangshan University, Ji’an Jiangxi, China
Pages: 1–12
Abstract: With the advent of the information age, the Internet and people’s
production and life are increasingly inseparable. In this paper, we analyze network
culture construction in rural areas, and find out that development of network
culture has accelerated the economic development in rural areas, also brought new
vitality to the new countryside. At the same time, by using data mining method the
results show that factors of the impact of Jiangxi new countryside sports culture
development as government behavior influence factor, economic impact factor,
sports industry investment influence factor, rural influence of peasants’ sports,
environmental impact factor and social influence factor. So that, the government
should fully implement the new rural business information service system
construction, enrich the cultural life of rural sport.
Keywords: Information network, data mining, new countryside, sports culture,
E-commerce platform, rural economy
1. Introduction
With the advent of the information age, the Internet and people’s production and life are
increasingly inseparable, has penetrated all levels and in all industries. In recent years,
the Internet in China has been rapid development, according to the CNNIC released
the 27th China Internet development statistics report shows, the country rural reached
1.86 billion, accounted for 27.9% of the overall Internet users, an increase of 16.9%. At
present, China’s efforts to solve the “three rural issues”, promoting the development of
rural economy, promoting the construction of new countryside, the next period of time
will emerge more farmers in the internet(Lastra, 2015). Network culture is changing
the mode of economic growth in rural areas, rural spontaneous a typical representative
of the application of information technology completely changed the fate of peasants
and farmers through the spontaneous use of market of electronic commerce transaction
platform, direct docking market demand, drive the development of manufacturing in
rural areas and other supporting industries, promote the upgrading of rural industrial
structure and economic development (Abreu, 2015; Azadi, 2014). We are in the era of
information explosion, the rapid development of Internet makes network culture in rural
RISTI, N.º E5, 07/2016 1

Research on Influence Factors of New Rural Sports Culture Development Based on Data Mining Technology
areas into the remote mountain village, into the life of the peasants, is making efforts to
change rural for thousands of years, urban and rural information unequal status, rural
network culture has become a rural information window, has also become a bridge for the
development of rural economy. Network culture is due to the application of computers
and the development of the Internet and the rise of a new cultural style. Network uses,
content as well as the network and the human society associated with the occurrence and
the physical and nonphysical to the rule of people’s thoughts, values, norms of behavior,
and way of life reshape together constitutes the network culture (Sok,2015).
The new countryside is a concept peculiar to China, the new rural sports culture is all
related with sports culture in the sum of China’s socialist system under. The central
government issued the CPC Central Committee on deepening reform of cultural system
to promote socialist cultural development and prosperity of a number of major issues,
Jiangxi Province issued 2013-2015 cultural reform and development plan, the Jiangxi
provincial government issued the Jiangxi provincial people’s Government on speeding up
some policies and measures, cultural and creative industries at the same time pointed out:
first from the cultural infrastructure construction, the development of cultural industry,
cultural system reform and innovation, cultural talent team construction, security and
other aspects of policy measures to clear our province cultural development strategy;
secondly put forward to explore Jiangxi cultural heritage, promote the prosperity of
cultural industries ideas, put forward the protection and development of local cultural
heritage. Jiangxi is located in the south of China, elegant living environment, but the
economy is relatively backward, resulting in new rural sports culture in general is
relatively backward. How to accelerate the new rural sports culture, optimization and
development is the urgent problem, for in the countryside comprehensive construction
of a well-off society in an all-round way, optimize regional economic structure, promote
regional economic growth, strengthen the construction of spiritual civilization is of
great practical significance (Yazdanpanah, 2015; Urrea-Hernandez, 2015). At the same
time to implement the central Jiangxi Province and relevant documents, sound and
fast promote the cultural development of new rural sports, accelerated growth of sports
population in rural areas, promote the health of the peasant, improve the farmer quality,
rich farmers in the sports and cultural life has great practical significance.
2. Data mining and the rural information network

2.1. Data mining
Data mining is an important part of knowledge discovery. It is found that the data mining
is done through the establishment of the mining model and the corresponding algorithm
(Vachon, 2006; Jabbour, 2014). Nowadays, many kinds of models and algorithms of
association rules, classification, clustering, and decision tree and so on are provided in
order to select and use. Sampling is a classical statistical technique, has been studied
for over a hundred years of history, especially the random sampling technique, there
are many basic principles, and describes the effectiveness of random sampling. In the
field of data management, a small part of a subset of data sampling can capture the basic
features of the data through extraction to represent the total data set, and according to
the sample set to obtain approximate query results, or based on the data mining of the
sample set. Figure 1 is a representative sampling method of classification in data mining.
2 RISTI, N.º E5, 07/2016

RISTI - Revista Ibérica de Sistemas e Tecnologias de Informação
The probability is selected according to the data items are the same, the sampling method
can be divided into uniform sampling and sampling bias.
Figure 1 – The data mining process and influence

As the name suggests, in the uniform sampling each data item in the same probability
of being selected in the sampling bias, selected probability of different elements may be
different. Structure Lattice is often used to enumerate all possible itemsets, in general, a
data set containing d different items may produce R rule, R can be expressed as follows:
d −1 
 d  d −k  d − k 
R =∑   × ∑  d d +1
  =3 − 2 + 1 (1)
= k 1= k
  j 1  j 
Apriori algorithm is mining association rules is an important method, by using the
candidate item sets to find frequent item set. If the set {x, y} satisfy “support” conditions,
then each element in the collection should also occur frequently. The composition of the
set can be represented by a tree, as shown in Figure 2.
Figure 2 – Itemsets transcendental principle
RISTI, N.º E5, 07/2016 3

Assume itemsets is non-frequent, this kind of pruning index search space based on the
support measure is called the support degree based pruning technology, as shown in
Figure 3
Figure 3 – Support-Based Pruning
2.2. The construction of rural information network

The foundation of rural informatization construction is the construction of information
infrastructure. The network infrastructure of rural informatization is based on the basic
conditions and guarantees the implementation of rural informatization, rural information
network is an important tool to realize rural informatization. Rural information network
coverage is the most basic problem that must be solved in the development of village
information. Governments at all levels should be on the existing basis, to further increase
investment, and strengthen the construction of rural infrastructure, vigorously carry out
and promote the application of various network technologies (Michelsen,2006). The
construction of the rural information infrastructure because of small scale, decentralized
investment, the central and provincial governments to direct operation, need to rely on
local government and grass-roots organizations to implement(Asudi, 2015).
1. Network culture can effectively promote rural labor productivity: the development
of the Internet makes the world smaller; the Internet will become an important
engine for leading the development of rural economy. Especially the advanced
productivity and business model represented by electronic commerce, provides a
new direction for solving the “three rural issues”. Farmers through the Internet,
learning to advanced farming technology, can learn a variety of science and
technology to become rich valuable experience, can accurately and timely know
the city unit recruitment information, farmers can directly on the net release of
agricultural products sales information, can effectively reduce the circulation link,
reduce costs, increase revenue (Vande ,2015).
4 RISTI, N.º E5, 07/2016

2. Rural network culture constructions are an important platform to improve the

quality of farmers: at present, the degree of rural areas is still very low. network
cultural construction in rural areas can not only provide intellectual support and
spiritual impetus for the development of rural economy, the more important is
to be able to provide a successor force of an endless supply of the in-depth reform
of the rural. Only to strengthen the network of cultural construction in rural
areas to establish a new socialist culture, so that the overall level of civilization
construction in rural areas have a larger increase, to further accelerate China’s
rural modernization.
3. The development of network culture to change the psychological status of farmers
have great effect: from peasant” variable, especially after 80 some no longer
rely on farming for a living, a new generation of farmers in their psychological
change farmer vulnerable shadow. These new generation of farmers learned to
surf the Internet directly from the Internet learn a lot of useful knowledge, in
living habits is already standard of urban people, from their minds the “farmers”
burden completely get rid of, this is probably network culture construction in
rural area of rural economic development the most practical significance:
network information into the countryside, the farmers do not envy city people,
can feel at ease to building a new socialist countryside.
3. The research object and methods

3.1. Research objects
Expert questionnaire survey of national sports culture of 16 experts and leaders;
Jiangxi province six city (Ji’an City, Ganzhou City, Nanchang, Jiujiang and Pingxiang
City and Fuzhou City) as 223 experts, the relevant leaders and rural farmers
were questionnaire.
3.2. Main research methods

•• Literature: topic as much as possible full access to domestic and foreign
research literature, the absorption and digestion of the achievements of the
relevant literature, understand the theory of the frontier and progress, especially
by foreign scholars use the theory and method, drawing on existing research
results and research methods, the theoretical framework and hypotheses are
proposed and measurement for the empirical study in this paper the concept of
looking for a useful reference.
•• Comparative analysis: comparison of human understanding, and to
determine the relation between the differences between things, and reveal the
most common way of thinking of the nature of things.
•• Expert interviews: interviews is the main conception of this study are
validated and the further adjustment, and as a measure of the conceptual model
and research the variable table and draw lessons from the experience of experts
and relevant personnel, for the index of validity of the guarantee to determine
the specific content.
•• Questionnaire: questionnaire survey is an important method for the research
of this study, through the discussion on the structure of the empirical study on
RISTI, N.º E5, 07/2016 5

variable indicators measuring scale and in formal empirical research by larger

scale questionnaire validation study ideas and research hypothesis.
•• Mathematical statistics: mainly used to determine the value of the collected
data, verify the hypothesis. According to the aim of the study, this study using
several statistical analysis methods of the questionnaire survey to collect data
processing, examine the various concepts of measurement scale and verify
hypotheses proposed in the research model. This research mainly adopts two
kinds of statistical analysis tools of SPSS16.0 software and EXCELL statistical
package for the social sciences.
•• Logical reasoning: by using comparison, deduction, induction, analysis,
reasoning, logical analysis of the results, draw conclusions from.
4. Results
4.1. The impact factors of rural sports culture
Article employ 16 experts or leadership questionnaire, 32 Factors Affecting factors issues
to statistical factor analysis, Jiangxi cultural factors affecting rural sports factor collation,
analysis and classification. Based on the KMO value and Bach Wright shows: KMO =
0.832; Bach Wright test value X2=146.639, P=0.000<0.01; there was a significant
difference in the factor analysis model of data for statistics. Table 1 results show that
remove “Kaiser” eigenvalues greater than 2 common factors, a total of six common main
factor, followed by the contribution rate as 18.387%, 15.480%, 12.859%, 11.411%, 9.488%,
7.457%; cumulative contribution rate =75.082%>70%. Due to the construction of rural
sports culture elements is extremely complex, there are a large number of elements
without development and dig out, according to the statistical significance, can reflect the
overall amount of information.
Initial Eigenvalues Rotation Sums of Squared

Component Loadings
Total Variance Cumulative % Total Variance Cumulative %
F1 5.884 18.387 18.387 4.595 14.361 14.361
F2 4.953 15.480 33.867 4.419 13.808 28.169
F3 4.115 12.859 46.726 4.263 13.323 41.492
F4 3.652 11.411 58.137 3.870 12.095 53.587
F5 3.036 9.488 67.625 3.538 11.058 64.645
F6 2.386 7.457 75.082 3.340 10.437 75.082
Table 1 – Total Variance Explained
4.2. Classification of factors

Construction of the main factors influencing factors of rural sports culture is
very complex, we use statistical factor analysis of variance orthogonal rotation to
maximize its impact factor to give six main factors reasonably classify and name (as
shown in Table 2).
6 RISTI, N.º E5, 07/2016

Component
indicators
F1 F2 F3 F4 F5 F6
1 government organizations influence 0.584
factors
2 rural sport participation factors 0.528
3 rural sports popularity factors 0.816
4 rural sports participation factors 0.555
5 central government investment 0.801
6 Rural Sports Association 0.642
7 rural sports activities of the organization 0.938
8 influence diversity of rural sports 0.617
9 rural sports entertainment function 0.658
10 factors affecting rural climatic 0.557
conditions
11 factors influence the rural area 0.562
12 central government’s fiscal 0.763
13 factors influence rural sports equipment 0.564
14 innovation of rural sports project 0.686
15 local government investment factors 0.686
16 local government fiscal economic 0.641
investment
17 rural sports ornamental function factors 0.825
18 local rural economic development level 0.642
19 local rural sports characteristics 0.491
20 development of rural sports history 0.837
21 Sports and cultural factors 0.892
22 factors of government management 0.727
23 factors of government management 0.629
24 local rural economic development 0.793
25 rural sports organization personnel 0.621
26 degree of government support 0.858
27 farmers’ per capita income level 0.799
28 local social and political environment 0.777
29 rural sports culture dissemination 0.554
30 rural sports industry 0.600
31 individual investment of rural sports 0.717
32 government propaganda effect 0.554
Table 2 – Component Matrix
RISTI, N.º E5, 07/2016 7

So that, 32 factors influencing factors can be summarized as: “The government Behavior
Factors Factor”, “economic factors factor”, “sports industry input factors Factor”, “sports
and cultural life of rural farmers factors factor”, “rural area outside environmental
factors “and” social factors influence factor “and other six types.
4.3. New development strategy of sports culture

By 223 experts, relevant leaders and farmers in rural areas, to investigate the government
behavior index important degree view, input SPSS16.0 statistical software for processing.
The results in Table 3 show: the importance of government action, government organization
metric, the mean and standard deviation (3.6637 ± 0.56861), T = 96.218 and P = 0.000;
the importance of Physical Education Association, indicators of government action, mean
and standard deviation (4.6547 ± 0.50409), T = 137.890 and P = 0.000; in government
action “government official” indicators in importance, mean and standard deviation
(3.6278 ± 0.65796), T = 82.337 and P = 0.000; the importance of government action
rural Social instructor indicators, the mean and standard deviation (4.1749 ± 0.74186),
T = 84.038 and P = 0.000; in government action sports organization key personnel, the
importance of indicators, the mean and standard difference (3.4843 ± 0.64965), T =
80.092 and P = 0.000; degree of importance in government action “level of government
support” index, the mean and standard deviation (4.5291 ± 0.57563), T = 117.496 and
P = 0.000; in government action the importance of “social and political environment”
indicators, the mean and standard deviation (3.9910 ± 0.75927), T = 78.495 and P =
0.000; the importance of government action, government propaganda indicators, the
mean and standard deviation (2.8969 ± 0.67992), T = 63.624 and P = 0.000. Government
to promote the importance of behavioral indicators Jiangxi Rural Development of Sports
Culture optimization were: sports associations; the degree of government support; rural
social instructors; government propaganda; sports organizations key personnel; social
and political environment; governmental organizations; government managers.
indicators Mean value T value P value ranking

Government organization 3.6637±0.56861 96.218 0.000 5
Sports Association 4.6547±0.50409 137.890 0.000 1
government management staff 3.6278±0.65796 82.337 0.000 6
rural social instructor 4.1749±0.74186 84.038 0.000 3
Sports organization key staff 3.4843±0.64965 80.092 0.000 7
Government support 4.5291±0.57563 117.496 0.000 2
social and political environment 3.9910±0.75927 78.495 0.000 4
government propaganda 2.8969±0.67992 63.624 0.000 8
Table 3 – The Jiangxi government behavior index(n=223)

From Table 4, the results show that: in all areas of the economy, the central government
investment in the economy, the importance of indicators, the mean and standard deviation
(2.9238 ± 0.71567), T = 61.008 and P = 0.000; In the “Local Government Finance and
Economy input” indicators the degree of importance, the mean and standard deviation
(3.4664 ± 0.65587), T = 78.924 and P = 0.000; degree of importance “level of local rural
8 RISTI, N.º E5, 07/2016

economic development” indicators, the mean and standard deviation (3.4215 ± 0.53850),
T = 94.882 and P = 0.000; degree of importance, “per capita income level of farmers’
indicators, the mean and standard deviation (3.6502 ± 0.64626), T = 84.347 and P = 0.000;
in farmer sports personal investment an important indicator of the degree of mean standard
deviation (4.1883 ± 0.69778) and, T = 89.635 and P = 0.000; in the central government
investment in sports infrastructure indicators of the degree of importance, the mean and
standard deviation (4.6054 ± 0.48987), T = 140.391 and P = 0.000 ; the importance of
local government funding for sports activities in rural areas metric, the mean and standard
deviation (4.0045 ± 1.05479), T = 56.693 and P = 0.000; in various economic fields “physical
and cultural quality of rural farmers’ index the degree of importance, the mean and standard
deviation (3.6054 ± 0.51672), T = 104.196 and P = 0.000; degree of importance, the level
of development of rural sports industry indicators, the mean and standard deviation
(4.5874 ± 0.49340), T = 138.843 and P = 0.000. Indicators of the rural economy in various
fields to promote the importance of optimizing the development of Jiangxi Rural Sports
Culture in the order, the central government sports infrastructure investment; the level of
development of rural sports industry; farmer sports personal investment; the financing of
local government investment in rural sports activities; farmers annual per capita income
levels; physical and cultural quality of rural farmers; local government finances economic
investment; the level of the local rural economic development; the central government
financial and economic investment.

central government’s fiscal 2.9238±0.71567 61.008 0.000 9
local government financial investment 3.4664±0.65587 78.924 0.000 7
local rural economic 3.4215±0.53850 94.882 0.000 8
annual per capita income of farmers 3.6502±0.64626 84.347 0.000 5
farmer sports personal investment 4.1883±0.69778 89.635 0.000 3
central government investment 4.6054±0.48987 140.391 0.000 1
local government investment 4.0045±1.05479 56.693 0.000 4
Rural sports culture quality 3.6054±0.51672 104.196 0.000 6
development of rural sports industry 4.5874±0.49340 138.843 0.000 2
Table 4 – Jiangxi rural economic index important degree (n=223)

From Table 5, the results show that: the importance of sports and cultural life of Jiangxi Rural
farmers “Farmers sports participation” index, the mean and standard deviation (4.0807 ±
0.63865), T = 95.418 and P = 0.000; in “farmer sports liking” metric the degree of importance,
the mean and standard deviation (3.8610 ± 0.79608), T = 72.426 and P = 0.000; degree
of importance, “government official” indicators, the mean and standard deviation (3.5291
± 0.52659), T = 100.080 and P = 0.000; degree of importance “farmers sports diversity”
indicator, the mean and standard deviation (4.0628 ± 0.82506), T = 73.534 and P = 0.000;
the importance of “farmer sports watch features” index, the mean and standard deviation
(3.7848 ± 1.04767), T = 53.947 and P = 0.000. Farmers living index Sports Culture to promote
the importance of optimizing the development of Jiangxi Rural Sports Culture in the order
of: the extent of the farmers participating in sports; sports diversity of farmers; farmer sports
liking; farmer sports watch function; government managers.
RISTI, N.º E5, 07/2016 9


Farmers’ participation 4.0807±0.63865 95.418 0.000 1
Farmers love sports 3.8610±0.79608 72.426 0.000 3
Government management personnel 3.5291±0.52659 100.080 0.000 5
Diversity of peasant sports project 4.0628±0.82506 73.534 0.000 2
Sports Watch features 3.7848±1.04767 53.947 0.000 4
Table 5 – Jiangxi rural sports culture life index (n=223)

The results in table 6 shows the importance of Jiangxi Rural external environment “Rural
climatic conditions” indicators, the mean and standard deviation (3.4484 ± 0.52486),
T = 98.113 and P = 0.000; in “rural site conditions” indicators of the degree of importance ,
mean and standard deviation (2.8251 ± 0.74186), T = 56.868 and P = 0.000; degree
of importance “rural sports equipment” indicators, the mean and standard deviation
(4.5964 ± 0.49172), T = 139.590 and P = 0.000 ; the importance of “history of rural
Sports development” indicators, the mean and standard deviation (4.3363 ± 0.70320),
T = 92.087 and P = 0.000; the importance of “other level cultural development in rural
areas” metric, the mean and standard deviation (3.6771 ± 0.88214), T = 62.248 and
P = 0.000. External environmental indicators to promote the importance of rural
Jiangxi Rural Sports Culture optimize the development were: Rural sports equipment;
sports history of rural development; other levels of cultural development in rural areas;
rural climatic conditions; rural site conditions.

Rural climatic conditions 3.4484±0.52486 98.113 0.000 4
The rural site 2.8251±0.74186 56.868 0.000 5
Rural sports equipment 4.5964±0.49172 139.590 0.000 1
development of rural sports history 4.3363±0.70320 92.087 0.000 2
rural cultural development 3.6771±0.88214 62.248 0.000 3
Table 6 – Jiangxi rural environment index (n=223)

Table 7 show that the importance of social influence in rural Jiangxi Province, “the
number of rural sports” indicators, the mean and standard deviation (4.0448 ±
0.60609), T = 99.659 and P = 0.000; in “rural sports organization” metric the degree of
importance, the mean and standard deviation (2.7534 ± 0.54291), T = 75.733 and P =
0.000; in “rural sports innovation” the importance of indicators, the mean and standard
deviation (3.6188 ± 0.64585), T = 83.674 and P = 0.000; the importance of “local rural
sports characteristics” indicators, the mean and standard deviation (3.5516 ± 0.55814),
T = 95.024 and P = 0.000; degree of importance “rural Sports culture Communication”
metric, the mean standard deviation (4.5516 ± 0.51621) and, T = 131.670 and P =
0.000. Rural indicators of social influence to promote the importance of optimizing
the development of Jiangxi Rural Sports Culture were: rural sports culture spread; the
number of rural sports; sports innovation in rural areas; local rural sports activities
characteristics; the number of organized sports activities in rural areas.
10 RISTI, N.º E5, 07/2016


number of rural sports 4.0448±0.60609 99.659 0.000 2
number of rural sports organizations 2.7534±0.54291 75.733 0.000 5
Rural sports innovation 3.6188±0.64585 83.674 0.000 3
characteristics of rural sports 3.5516±0.55814 95.024 0.000 4
spread of sports culture 4.5516±0.51621 131.670 0.000 1
Table 7 – Jiangxi rural social influence index(n=223)
5. Conclusion
Network information industry has become a new bright spot in China’s economic
growth, and penetrates into the whole process of agricultural modernization,
influence on the development of agricultural economy is more and more deep, play
an important role. The report pointed out that accelerating the transformation of
economic development, the development of the information industry.. However, we
should also see that although the pace of development of China’s Internet market is
very rapid, but security is conducive to rural network culture market development
policy and system lags behind and support. Therefore, the government should increase
the pace of information construction in the new rural construction, in the rural areas
to set up a network of specialized services, township institutions can set up a network
information service center, directly for the “three rural”, set up public cafes in rural
residential area. This model helps to absorb the network management personnel,
can effectively promote the employment of university students, also the “three rural
service”. Empirical results show that the effect of new rural sports culture of Jiangxi
optimization factors for the development of a: “the government behavior influence
factor”, “economic impact factor”, “sports industry investment influence factor”, “rural
farmers sports culture life factor”, outside of the rural areas of environmental impact
factor “and” social influence factor “six types. Optimization of sports culture in rural
areas of Jiangxi new development strategies are: change the behavior of the government,
increase in all areas of economic input, rich in Jiangxi rural sports and cultural life of
farmers, beautify external environment in rural areas of Jiangxi, harmony and stability
of Jiangxi rural social influence.
Acknowledgments
This study was financially supported by Jiangxi Academy of social science and art project
planning(YG2015148).
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12 RISTI, N.º E5, 07/2016

Influence of Corporate Equity Incentive and CSR on

Firm Performance: an Empirical Analysis based on
Large-scale Data Mining
Ming Li 1, Zhenxiang Chen 1,2,*
*zhenxiangchen123@gmail.com
1
School of Management, Wuhan Technology and Business University, Wuhan 430065, China
2
Hubei Business Service D&R Center, Wuhan 430065, China
Pages: 13–25
Abstract: According to the stakeholder theory, employees are important

stakeholders of the enterprise. Enterprises ignore the social responsibility of
employees may bring to the enterprise staff turnover rate increased, the risk of
recruitment difficulties. Therefore, there are a large number of enterprises to start
the implementation of employee stock ownership incentive system. In this paper,
by using data mining method, we choose a stock incentive in China’s 2006-2012
shares listed companies, then use paired samples T test and cross section regression
analysis of equity incentive effects and external variables on the effect of the effect.
The research shows that the corporate performance has a significant growth
before and after the stock ownership incentive, and the employee stock ownership
incentive has a positive effect on the enterprise performance, but this effect is more
significant in private enterprises and small scale enterprises. Equity concentration
is the positive effect of the employee stock ownership incentive effect, while the
macro economy has a positive effect on the positive effect of equity incentive.
Keywords: Data mining, employee shareholding, equity incentive, mechanism
analysis, corporate social responsibility
1. Introduction
According to the stakeholder theory, employees are important stakeholders of the
enterprise; corporate social responsibility to employees may be the risk of rising
employee turnover rate, recruitment difficulties. Therefore, there are a large number of
enterprises to start the implementation of employee stock ownership incentive system.
Employee stock ownership incentive is a modern enterprise of a strategic management
decision-making behavior, when the business owners and the separation of ownership
and management (i.e. the principal agent relationship), in order to ensure that operators
can maximize play professional level, and ensuring that it does not damage the interests
of the enterprise, allowing employees to hold shares or options of the enterprise in order
to solve the information asymmetry problem in corporate governance. The development
of capital market in western countries as, equity incentive has been widely used, such
as one of the earliest American Equity Incentives mainly used in Silicon Valley and
RISTI, N.º E5, 07/2016 13

Influence of Corporate Equity Incentive and CSR on Firm Performance: an Empirical Analysis based on Large-scale Data Mining
other knowledge innovation enterprises and high-tech enterprises, experience shows

that the long-term incentive of enterprise managers and employees showed better
effect. Since then Japan, Britain, France, Singapore began to follow, equity incentive
system obtained the good development, at present in the global top 500 enterprises,
85% to take equity incentive system, said this system not only an effective solution to the
corporate governance in modern capital market, optimizing the relationship between
the shareholder (owner), managers and outside investors.
Our country in the capital market has just set up was an early study of equity incentive
in listed companies, but ultimately failed to perform, until 2005, equity division reform,
the relevant departments of the state introduced equity incentive management approach
China Securities Regulatory Commission in December 2005 promulgated the “listed
company equity incentive management approach”, the Ministry of Finance in February
2006 released the state-owned holding listed companies the implementation of equity
incentive pilot scheme, the listed companies in the implementation of equity incentive
to clear away the obstacles, from China’s employee stock ownership incentive entered
the phase of rapid development. But with the increase of professional managers, and
enlarge the scale of enterprise, employee stock option motivation to the development
of the enterprise, whether there is the significant effect began to be questioned, many
scholars think due to equity incentive targets are senior corporate management
personnel, these personnel not only stock right incentive, and get higher pay, and a few
years China’s economic development better, and therefore ability general managers can
also basically realize motivating goal set by the owner of the, not reflect the level of
incentive objects. In addition, the agency governance will also lead to moral problems,
managers to achieve incentive targets, the preparation of false financial statements or
spread false information, damage the long-term growth of the listing Corporation and
the interests of small and medium investors.
In the existing theoretical research, the study of employee stock ownership incentive is
mainly focused on whether there is the incentive effect, the direction of the incentive
effect, the strength of the. In the incentive effect, it is divided into direct effect and indirect
effect. Direct effects including the effects of the three directions, as the effect based
on the convergence of interest hypothesis that agent (operators) equity incentive will
expand its consistency and interests among the shareholders, can stimulate the behavior
of performance management, finally bring forward the enterprise performance(Abreu,
2015). Entrenchment effect hypothesis pointed out that operators of rent-seeking
behavior, equity based incentives may be because of the abuse of executive and cannot
effectively alleviate the agency conflicts, but will exacerbate agency problems, is not
conducive to enterprise performance. Also a point of view that is a nonlinear relationship
between equity incentive and corporate performance, when the incentive object number
of shares less than a certain threshold, the positive incentive effect, and the number of
shares more than a certain threshold, negative incentive effects (Shen, 2011; Azadi, 2014).
For the indirect effect, it is mainly of equity incentive by what means to improve enterprise
performance, managers will reduce dividend payments by expanding investment and
increase earnings management, raise the innovation strength to promote enterprise
performance improvement, so as to realize the incentive effect. Currently more scholars
from the sample data of listed companies of, the equity incentive effect empirical research,
14 RISTI, N.º E5, 07/2016

such as Huang (2009) resaerch listed companies section data found that employee stock
ownership on firm performance has a positive effect, but the management shareholdings
influence on firm performance is 4-6 times the ordinary employee stock ownership, but
impact on enterprise performance and employee stock ownership there is an inflection
point. Kong (2015) using in Shaanxi Province in the unlisted small and medium sized
enterprise data analysis found that employee stock ownership plans to significantly
improve the corporate performance, the incentive effect of the employee stock ownership
plan exist boundary conditions, employees holding number more, the incentive effect
of the employee stock ownership plan smaller and smaller. Wang (2015) during the
period 2006-2010 implementation of equity incentive of listed companies as a sample,
the study found and non-implementation of the equity incentive plan of companies
compared to the implementation of equity incentive plan of company performance
before and after the implementation in are good, and in the non state owned enterprises
is more significant. There are also scholars have studied the effects of external variables
of the incentive effects, Chen (2015) study the effect of state ownership and market
competition on the relation between equity incentive and corporate performance, found
that the equity incentive have incentive effect, but the state-owned holding weakened
the effect of the implementation of equity incentive, product market competition will
strengthen the positive relationship between equity incentive and firm performance.
Wu (2014) analysis of the influence of board characteristics on the governance effect
of equity incentive, the study found that the equity incentive policy produced a positive
incentive effect, the board of directors shareholding and the proportion of independent
directors increase can enhance incentive effect, and the chairman and general manager
together while reduce the incentive effect.
This paper chooses Chinese manufacturing listed companies as the analysis object,
compared to the previous literature, there are two aspects of innovation, using
cross-sectional data, which dependent variable is the equity incentive and corporate
performance change amount and on the amount of changes whether there significant
difference of paired sample t test analysis; second influences the effect of equity
incentive factors, mainly including two aspects of the ownership structure of the firm
and macroeconomic environment, the former refers to the internal characteristics of the
company, the latter points to the external environment.
2. Large-scale data mining

2.1. BIRCH algorithm
In general, the single pass scan data set can get better clustering results. Optional follow-
up of multiple scan can further improve the quality of clustering. From the statistical
point of view, clustering is given a consists of N data points in the data set and a distance
measuring functions f (such as computing clusters within each of the two data points
between the average distance function), the data set is divided into K clusters (or
not given number k, by the algorithm automatically discover the optimal number of
clusters), final result is to find a for a data set of the optimal partition, which makes the
distance measure function f of the minimum value. From the point of view of machine
learning, clustering is an unsupervised learning algorithm, by clustering data into n
RISTI, N.º E5, 07/2016 15

clusters, which minimizes the distance between points within the cluster. The core of
BIRCH method in the micro clustering stage is the construction of CF tree as follows:
CF = ( n, LS , SS ) (1)
n
LS = ∑ xi (2)
i =1
n
SS = ∑ x 2i (3)
i =1
The use of CF (cluster feature) can be derived from a part of Statistics: c

n
∑x i
LS (4)
x0 = i =1
=
n n
∑( x − x0 )
2
i (5)
nSS − 2 LS 2 + nLS
R= i =1
=
n n2
n n
∑ ∑( x − xj )
2
i =1 j =1
i
2nSS − 2 LS 2 (6)
d= =
n (n − 1) n (n − 1)
The average distance of the objects in the cluster was measured by d.
SS1 SS2 2 LS1 LS2

d* = + − (7)
N1 N2 N1 N2
2.2. Large-scale data mining

In recent years, data mining has attracted great attention of the information industry,
the main reason is the existence of a large number of data, can be widely used, and the
urgent need to convert these data into useful information and knowledge. Access to
information and knowledge can be widely used in a variety of applications, including
business management, production control, market analysis, engineering design and
scientific exploration. Data mining generally refers to the process of searching for
information hiding in the data from a large number of data. Data mining usually
and computer science, and through statistics, online analysis processing, information
retrieval, machine learning, expert system (rely on past experience rule) and
pattern recognition, and many other methods to achieve these goals. Data mining
classification as shown in figure 1.
16 RISTI, N.º E5, 07/2016

Figure 1 – Data mining classification

The purpose of data mining is to find more high-quality users from the data. Then I
continue to explore the guiding methods of data mining model. What is the guidance of
the data mining method model, and how to build a model of data mining is important. In
constructing a supervised data mining model, first of all to understand and define some
models that attempt to estimate the target variables, data mining process as shown in
figure 2.
Figure 2 – Data mining model
3. Model design and variables

3.1. Model building
Currently research on employee stock ownership incentive effects of equity includes the
event study and regression model method, which event study method is test incentive
behavior impact on stock prices in the short term, such as by using the event study found
RISTI, N.º E5, 07/2016 17

that listed company equity incentive announcement before and after the issuance of the
stock has a significantly positive price effect. The regression model method is mainly to
study the influence of the institutional behavior on corporate performance under the
background of employee stock ownership and stock ownership incentive. In this paper,
we mainly observe the direction and extent of the financial effect of employee stock
ownership. Effect of the equity incentive effect more is the use of panel data analysis,
namely the return of employees or executives Shareholding on firm performance
(indicators). However, the paper considers that hasn’t been properly chosen such that the
equity incentive, executive stock ownership may not be used to motivate, the body that
contains equity. In this paper, we choose the cross section data analysis, each enterprise
to select the year of the incentive value, as a result of changes in the performance of
enterprises before and after the incentive. Specific models are constructed as follows:
(1)
Among them is the enterprise performance index, is the equity incentive agent variable,
is the control variable, is the constant.
For model (1), if α is significantly positive, that equity incentive has a significant positive
impact on enterprise performance, that is, the existence of positive equity incentive
effect, if α is negative, it shows that the equity incentive has a significant negative impact
on corporate performance, that is, the existence of negative equity incentive effect, if
the coefficient α is not significant, it shows that there is no incentive effect. To further
explore the third variables of corporate equity incentive effect of, in equation (1) joined
the corporate ownership structure with equity incentive proxy variable of the cross term,
macroeconomic environment and equity incentive proxy variable of the cross terms, the
model are as follows:
(2)
(3)
Among them is the enterprise equity index, is the macroeconomic indicators, and the
rest of the meaning of the variables with the formula (1). is the cross terms of
enterprise equity incentive and enterprise equity concentration, and it is the cross terms
of enterprise equity incentive and macro economy.In the equation (1), the purpose of
introducing the cross term is to examine the influence of internal variables (ownership
structure) and external environment (macro economy) on the incentive effects of
employee stock ownership,This is mainly to observe the coefficient β. In this paper, the
least square method (OLS) is used to estimate the above equations.
3.2. Sample selection and variable

In this paper, we select A shares of Listed Companies in China during the period of
2006-2012, the reason why not include samples during the period of 2013-2014,
18 RISTI, N.º E5, 07/2016

The main consideration is that after 2013, the incentive cannot reflect the changes in
the performance of the company’s equity incentive. In order to ensure the validity of the
data, this paper removed the *ST name of the company in the year,
Excluding the three years before and after the equity incentive, this paper mainly takes
into account the changes in the performance of the stage (three years) before and after
the equity incentive. Finally get 227 enterprises cross section data. Enterprise data are
derived from the Tai’an Shenzhen financial database (CSMAR), economic sequence data
from the 2015 “China Statistical Yearbook”.
1. Enterprise performance: Enterprise performance is refers to the company
business results in a certain period of time, the modern enterprise system to
measure the enterprise’s performance there are many variables, including total
return on assets rate (ROA), net assets income rate (ROE), operating margins,
earnings per share (EPS), profit growth rate etc.. In the incentive effects of
equity research in the literature, many performance appraisal chose indicator
associated with net profit, Dong Lijuan (2013) of 150 with equity incentive of
enterprise statistics showed that, 82% of the assessment indexes of enterprises
net profit growth rate, 72% chose the weighted average return on net assets rate,
in addition to 21.3% of the enterprises chose net profit, 12.67% of the enterprises
chose operating income growth rate. After drawing on the existing literature, this
paper choose the growth rate of net profit as the index of enterprise performance
evaluation, which is the proxy variable of the majority of the study of employee
stock ownership incentive literature.
2. Corporate equity incentive(esop): the equity incentive, many literatures
have choices of executives shareholding accounted for accounted for the total
capital ratio of employee stock ownership or total equity ratio measure, this
paper argues that this part of the employee stock ownership is not real incentive
properties of, part of the shares in the former excitation have held. Therefore, this
article choose listed companies to equity incentive for the first time after notice
(sent) stake as an employee stock ownership plan index of equity incentive.
3. Ownership structure of enterprises: Ownership structure in the narrow
sense is the equity structure, but also refers to the degree of concentration
of shares in enterprises. It is generally believed that the more concentrated
ownership, is the largest shareholder of enterprise management control and
decision-making more assertive, which will increase the risks and benefits of
enterprises. In this paper, we choose the proportion of the top five shareholders
and measure the ownership structure.
4. Macro economy: This paper chooses the growth rate of gross domestic
product (GDP) to measure. For the variable for the effect of equity incentive effect
to explain for the macro economy and better that may lead to equity incentive
effect is getting better and better, but the “upside” effect exists “distortion”.
5. Control variable: This paper selects two variables as the control variables of
the enterprise scale and the assets and liabilities structure. Enterprise scale use
numerical representation of business income. Assets and liabilities structure
use the asset liability ratio (total liabilities / total assets), the greater the asset
liability ratio, indicating that the stronger the business use of financial leverage.
RISTI, N.º E5, 07/2016 19

4. Empirical analysis
4.1. The comparison of enterprise performance before and after the stock
ownership incentive
Before using the regression model analysis, firstly, the sample t test of sample
enterprises employee ownership equity incentive and net profit growth rate differences
were analyzed. The former excitation is refers to enterprises in the released incentive
announcement, i.e., motivation, the implementation of the annual) in front of three
years, excitation is refers to the enterprise in released incentive announcement back
three years (including notice that year). The specific paired samples T test results are
shown in table 1. From table 1 can see, 227 enterprises in equity incentive three years
ago, the average net profit growth rate is 16.55%, in the three years after the equity
incentive, the average net profit growth rate is not 24.10%, the second difference 7.55%.
T test statistic value is 2.033, corresponding to a bilateral probability sig values for
0.043<0.05 that China’s A-share listed companies in equity incentive and net profit
growth rate has increased significantly.
net profit
sample difference T DF Sig. (bilateral)
growth rate
Before excitation 0.1655
0.0755 2.033 226 0.043
After excitation 0.2410
Table 1 – Paired sample T test before and after equity incentive
4.2. Test on the effect of stock incentive of Listed Companies in China

Table 2 shows the cross-sectional data and regression estimation results, including
(1) is the estimation results for the full sample enterprises, column (2) - (4) is the sub
sample estimation results, including private and state-owned enterprises Division
of the reference in Taian database of actual control of corporate division standard,
enterprise scale division is on business income points for large-scale enterprises
(incentive year revenue 10 billion yuan or more) and small scale enterprises
(incentive year revenue 10 billion yuan). Table 2 columns (1) for the full sample
enterprise estimation results show that goodness degree was 0.667, observation of
all the independent variables, the employee stock ownership plan equity incentive
variable coefficient for 1.337>0 in 0.01 probability level statistically significant, that
equity incentive has a positive promoting role on the performance of enterprises
growth, this result and table 1, consistent with the conclusion. For control variables,
you can see the enterprises operating income variable coefficient for -1.862<0, at
1% significant level of probability of statistically significant, indicating that larger
enterprises, enterprise performance growth is low and even negative growth; assets
and liabilities rate variable coefficient for 10.293>0 in 5% significant probability
level statistically significant, indicating that the greater the proportion of corporate
debt and corporate performance growth is larger.
To observe sub sample estimation results, we can see private enterprises sample ESOP
variable coefficient for 7.662>0, at 1% significant level of probability of statistically
20 RISTI, N.º E5, 07/2016

significant, so for private enterprises, the implementation of employee stock ownership

equity incentive can and positive impact on firm performance, and for the state-owned
enterprises sample, variable coefficient of ESOP 0.437, in significant 10% probability level
but not significant, indicating that state-owned enterprise employee stock ownership
incentive effect is not significant. For the control variables, the results are not consistent
with the full sample, but the coefficients are the same.
For different size of enterprise, small sample sizes of ESOP variable coefficient for
1.729>0, at 1% significant level of probability of statistically significant, so for the small
scale of the enterprise, employee stock ownership plan for enterprise performance have
positive effect of equity incentive, for large-scale enterprises, the variable coefficient
of ESOP was 0.560, is not significant at the 10% level of probability that large-scale
enterprises employee stock ownership incentive effect is not significant. For the control
variables, the coefficient of symbols and was basically consistent with the previous
column, here no longer repeat one.
dependent variable performance

sample sample privately operated state-owned small-scale large-scale
column (1) (2) (3) (4) (5)
1.337*** 7.662*** 0.437 1.729*** 0.560
esop
(0.000) (0.000) (0.177) (0.001) (0.162)
-1.86*** -5.665** -0.887 -2.541** -1.634
lnincome
(0.010) (0.014) (0.227) (0.025) (0.362)
10.293** 26.600 8.660** 12.551* 2.544
capstru
(0.035) (0.141) (0.042) (0.083) (0.637)
-39.7*** -126.508*** -17.537 -54.903** 30.939
_cons
(0.006) (0.007) (0.229) (0.020) (0.384)
R2 0.667 0.499 0.629 0.589 0.641
N 227 172 39 137 90
Table 2 – The equity incentive effect of Listed Companies in China
4.3. Analysis on the mechanism of stock incentive effect of Listed Companies

in China
Table 3 further shows the employee stock ownership plan effect of equity incentive
mechanism analysis, that equation (2) and equation (3) of the estimation results,
including (1) examines the effect of equity incentive is affected by ownership concentration
influence, (2) examines the equity incentive effect is affected by the macro economic
development impact. Column (3) - column (6) is a sub sample of the estimated results.
For the full sample enterprises, the main observation variables, the variable coefficient of
ESOP 4.329>0, at 1% significant level of probability of statistically significant, ESOP and
ownership concentration degree oc5 cross terms in the coefficient of variable -0.057<0,
and statistically significant at 1% probability level.
RISTI, N.º E5, 07/2016 21

dependent variable performance

sample sample privately operated state-owned
column (1) (2) (3) (4) (5) (6)
4.329*** -1.189 12.483*** -0.588 0.718 0.642
esop
(0.000) (0.276) (0.000) (0.937) (0.359) (0.487)
-1.679** -1.916*** -3.898* -5.151** -0.893 -0.879
lnincome
(0.016) (0.007) (0.075) (0.027) (0.225) (0.233)
10.810** 11.466** 22.747 22.727 8.698** 8.539**
capstru
(0.022) (0.019) (0.172) (0.214) (0.041) (0.047)
-0.057*** -0.148** -0.005
esop_oc5
(0.000) (0.010) (0.692)
0.233** 0.616 0.020
esop_economy
(0.015) (0.266) (0.812)
-35.077** -40.094*** -84.486* -114.613** -17.633 -17.420
_cons
(0.012) (0.005) (0.061) (0.017) (0.228) (0.234)
R2 0.734 0.692 0.589 0.518 0.630 0.630
N 227 227 172 172 39 39
Table 3 – Analysis on the mechanism of stock incentive effect of Listed Companies

The results illustrate the enterprise ownership, the more concentrated on corporate
equity incentive positive effects have a negative impact, which will weaken the incentive
effects of equity. The marginal impact of corporate performance on equity incentive
is =4.329-0.057*oc5, the total sample size of enterprise equity
concentration is 57.116, so =4.329-0.057*57.116=1.073>0. In column
(2), variable coefficient of ESOP -1.189<0, in 10% probability level is not statistically
significant, ESOP and macro economy cross variable coefficient for 0.233>0, at 1%
probability level statistically significant, the results illustrate external macroeconomic
growth is better, have a positive impact positive effect on corporate equity incentive,
enterprise performance of equity incentive marginal effects for
=-1.189+0.233*economy, for the full sample and the macro economic growth rate of
10.192, so =-1.189+0.233*10.192 =1.186>0.
The analysis results of the stock incentive effect mechanism under the sample of state
owned enterprises and private enterprises. For private enterprises, when the introduction
of equity incentive and ownership concentration degree of cross variable, the variable
coefficient of ESOP is 12.483, cross term variable coefficient is -0.148, both in the 5% level of
probability of statistically significant, the results with the enterprises in the whole sample
results is consistent, indicates that equity more concentrated will weaken the positive
effects of equity incentive. When the introduction of equity incentive and macroeconomic
time series cross variable, the variable coefficient of ESOP is -0.588, cross term variable
coefficient is 0.616, were not significant, but the sign of the coefficients with the sample
under the agreement, this paper still think macro economic growth rate rose high-energy
invisible to expand the positive effects of equity incentive. For a sample of state-owned
22 RISTI, N.º E5, 07/2016

enterprises, when the introduction of equity incentive and ownership concentration

degree of cross variables, variable coefficient of ESOP was 0.718, cross term variable
coefficient is -0.005, two were under 10% probability level is not statistically significant;
when the introduction of equity incentive and macroeconomic time series cross variable,
the variable coefficient of ESOP 0.642, cross term variable coefficient is 0.020, were not
significant, but can calculated and enterprise performance of corporate equity incentive
marginal impact is positive. For the enterprise operating income and asset liability ratio
of two control variables, the coefficient symbol and the significance of the 2 agreement
with the table, here is no longer a detailed statement.
These results indicate that Chinese listed company’s employee stock ownership
plan, there exists a positive incentive effect. The results and most scholars research
conclusion consistent, indicating that ESOP can really mobilize staff Holdings
(usually in the senior management incentive objects) working enthusiasm and ability,
by strengthening enterprise management, control cost and business strategy, to
improve the performance of enterprises. There is a positive incentive effect for private
enterprises and state-owned enterprises there is no incentive effect explanation is:
for state-owned enterprises, there are two main reasons, one is the actual situation of
the state-owned enterprise’s equity incentive object for general staff and management
personnel of enterprises, especially senior managers, most countries appointed, which
is the incentive object can not participate in the decision of enterprise management
level, the incentive effect is not obvious, on the other hand, the state-owned enterprise
performance appraisal index target by the relevant departments of the impact, in
operation, the strategy and the system is passive, the “hard constraints” makes the
incentive objects can not effectively play the level of management, equity incentive in
the state-owned enterprises limited in. Behavior and for the general private enterprises,
on the contrary, first of all enterprises operating mechanism is more flexible, enterprise
equity incentive targets are also the actual management about the business objectives,
the “right” (management rights, equity) consistent background makes incentive staff
goals and objectives, to fully mobilize the enthusiasm of the management on improving
the enthusiasm of enterprise performance.
As for the impact of external variables on the equity incentive effect, the positive effect of
ownership concentration will reduce the enterprise equity incentive, this paper considers
that there are two factors, one is the top five shareholders, including few business
objectives of equity incentive management object, so the five largest shareholder equity
ratio is higher. Business decision rights incentive target was smaller (major projects,
strategic restructuring still depends on the actual controller), this situation will lead to a
positive incentive effect is weakened; the two is more concentrated ownership, itself will
occupy the interests of small shareholders, the earnings management is more inclined
to the current distribution, but not as the next the capital, more empirical analysis also
indicates that the ownership concentration and corporate performance are negatively
correlated. Therefore, this endogeneity (incentive and performance may be endogenous
problem) has led to the weak effect of incentive. Macro-economic growth to improve
the equity incentive effect, apparently in macro-economic upturn, the positive effect of
micro enterprise performance, compared with normal (economic) growth rate. At this
time behavior of equity incentive for incentive object is concerned with the existence
RISTI, N.º E5, 07/2016 23

of an “invisible” welfare effects, namely enterprise performance ascending part of is by

external economic growth rate.
5. Conclusion
The agency behavior under the modern enterprise system due to the asymmetric
information between the owner and the manager in the two sides cannot be effectively
supervision and management, employee stock ownership equity incentive system to
gradually solve the problem. However, there are many researches about the effect of
employee stock ownership incentive on firm performance, but the conclusion is not
uniform. This paper chooses in the period 2006-2012 have the behavior of equity
incentive in China A-share listed companies, using paired samples t test and the cross-
sectional regression model, analysis of the impact on the effect of employee stock
ownership plan effect of equity incentive and external variables. The results show that:
the performance of Listed Companies in China before and after the equity incentive (net
profit growth rate) has significant growth. Employee stock ownership incentive can have
a positive effect on the performance of listed companies, but this effect is more significant
for private enterprises and small scale enterprises, while the effect is not obvious for
state-owned enterprises and large-scale enterprises. The positive effect of ownership
concentration on employee stock ownership incentive is affected by the impact, while
the macro economy has a positive effect on the positive effect of equity incentive.
Based on the above conclusions, this paper puts forward some suggestions on the
operation of employee stock options:
•• Develop a suitable to the enterprise own development incentive program,
currently listed companies incentive schemes and similar, no difference, are
inspired by the linked object and corporate performance. If the performance of
the company in a specified period can be completed the exercise. Although this
initiative is indeed able to mobilize the enthusiasm of executives, but whether
it is really suitable for the company’s development, more difficult to judge.
Enterprises from the incentive model and source of capital (stock), incentive
object, motivation scale, exercise price, exercise arrangement (period), the
exercise conditions (performance appraisal) full investigation and verification.
•• Enterprises should strengthen the system construction of employee stock
ownership incentive strategy. In determining the incentive plan, major
shareholders and decision-making layer to the equity incentive before the
implementation, and after exercise are clearly defined, especially for managers
(inspired by the top management object) to carry out effective supervision to
prevent incentive management personnel take damage to minority shareholders
and the company’s long-term growth behavior in order to achieve the goal
incentive, which can be from salary, performance evaluation and other aspects
of the regulation. On the other hand, you can consider the use of reverse
repurchase way to implement equity incentive, which can fully mobilize the
management level of existing shares executives.
•• Continue to improve the laws and regulations on the system of employee stock
ownership in china. The securities regulatory authorities should strengthen of
equity incentive of listed company information disclosure to crack down on
24 RISTI, N.º E5, 07/2016

insider information, standardize enterprise bonus system and strict supervision

on the behaviors of corporate executives, to develop more in line with the reality
of laws and regulations, and effectively protect the interests of small investors.
In the equity incentive, it is not only to give the company a certain right to
freedom, but also to allow the market, employees, and investors to effectively
supervise the three.
Acknowledgments
This study was financially supported by Humanity and Social Science Youth foundation
of Ministry of Education of China (Project NO: 15YJC630060); “Corporation Society
Responsibility” Academic Research Team of WTBU (XSTD2016001).
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RISTI, N.º E5, 07/2016 25

Study on the Image Supporting System and

Propagation Mechanism of Rural Tourism Destination
Li Long, Song Hui*
* songhuisuzhou@163.com
Suzhou University, Suzhou city, Anhui province, 234000, China

Pages: 26–36
Abstract: In this paper, the author analyzed the rural tourism brand building
and dissemination, which based on the basic concept and implementation path
from the tourism destination image building, image support system and image
propagation mechanism. For example in Anhui rural tourism destination,
through field investigation of rural tourism for empirical research, we found in the
northern Anhui rural tourism is still in its primary stage, image positioning is not
accurate enough, brand communication channel is single, also awareness is not
high, resulting in rural tourism destination brand competitiveness is not strong,
restricted the development of rural tourism seriously. Based on rural tourism
development present situation of northern Anhui, we proposed that strengthen
government guidance, the regional unified planning, combination of media, spread
consistent image, using emerging technologies, and rooted in brand culture, to
achieve sustainable development of Anhui rural tourism.
Keywords: Image supporting system, Tourism image shaping, Tourism
propagation mechanism, Tourism destination, 3D virtual interactive
1. Introduction
At present, the development of rural tourism in China quickly, especially since
countries in 2006 as “China rural tourism year” so far this time, development of
village tourism began in full swing. In between Eleven-Five and Twelve-Five, rural
tourism development meet opportunities, while there have been some issues during
rural tourism development, rural tourism destination image position is not accurate
enough, and brand competitiveness is not strong enough, serious constraints on the
development of rural tourism(Yong, 2002). To solve these problems, will provide new
opportunities for the development of rural tourism in our country during thirteen
five periods. Rural tourist destination image is the tourists’ first impression of rural
tourism will have a primary effect, halo effect, so tourism destination image plays an
important role, and rural tourism image dissemination effect affects the influence and
radiation radius of tourism brand. Good tourism image is designed and constructed
based on the elements of construction, from the actual, blindly packing speculation,
is not possible to establish a good image of tourism; but only the excellent design
and construction, no effective dissemination of the image, the tourists and the public
26 RISTI, N.º E5, 07/2016

cannot form a good impression, only the excellent design and construction of effective
communication together, to establish a good image of tourism. Rural tourist destination
image is composed of a variety of factors, its connotation is to continuously improve,
will experience from the image positioning is not clear to clear, and then to the process
of re-positioning the destination image(Chun, 2004; Freixo, 2014).
2015 China Netizen tourist and predetermined behavior survey report pointed out that
the number of China’s Internet users has reached 485 million. Among them, 34% of
Internet users over the past six months participated in tourism activities, 1.66 billion
(figure 1). This shows that China’s Internet users demand for travel and is very large;
many people want to be able to travel in a busy work.
Figure 1 – Internet users in the past six months whether to travel

Research has also shown that the future users within a year go out tourism greater
demand, overall Internet users, 47.2 percent of people travel demand, this ratio increase
13.2% than 2014 (Figure 2). Therefore, this part of the crowd has travel demand, but
because of various reasons, is unable to achieve the desire. And with the development of
economy, people’s demand for spiritual civilization will also be expanded, and the future
demand of Internet users is expected to increase.
Figure 2 – The expected of travel by internet users in the coming year

Rural tourism destination image first determine a clear theme, the theme of the selected need
to be based on a large number of basic theoretical research and field investigation(Mengxiang,
RISTI, N.º E5, 07/2016 27

Study on the Image Supporting System and Propagation Mechanism of Rural Tourism Destination
2006; Peiji, 2006). The establishment of rural tourism destination theme is the key to
shaping the image of the rural tourism destination, which has a direct relationship between
the formation of a rural tourist destination image and brand. Tourism theme image once
formed, will be in the minds of tourists have the general impression. Generally speaking,
the accumulation of the impression of the image is relatively stable.
Figure 3 – The formation of rural tourism destination image theme
2. Virtual reality technology and tourist image

2.1. Tourism experience
Tourism experience research began in twentieth Century sixty or seventy years, is the
core of tourism sociology and even modern tourism research, basic theory. At first, the
researchers gave the definition of the tourist’s experience, because of the nature of tourism
and experience to hold different views; there are differences in the understanding of
the tourism experience. In 1998, Richard C and prentice et al summarizes the five most
representative tourist experience research paradigm: in leisure studies in North America as
the representative of the level of the modes of experience; as a psychologist Zeke Center as
the representative of smooth cool “experience a paradigm; behavioral intention experience
paradigm; Mr. Cohen, for on behalf of the phenomenon of learning experience paradigm;
insider outsider paradigm. Subsequent to McCann Nair (J) to represent the presence
of authenticity experience research paradigm and symbol science from the perspective of
experience research paradigm from behind, the understanding of tourism experience from
the tendency to understand the experience to understand the essence of tourism (Wei,
2005). Pace of tourism study on modern leisure tourism advantages and disadvantages of
heated debate strode, keen to explore the problem of “authenticity” of tourism experience.
Finally, Cohen to learn from the perspective of the tourism experience research paradigm
unifies the differences become tourist experience research important theory and scope of
the research type and lead the study of Tourism experience to the demand of tourists,
motivation types and quality of tourism experience research.
Boorstin in 1964 with the old tourist seeking knowledge of the view of the modern public
to complain about the pursuit of artificial, hypocritical travel experience proposed the
28 RISTI, N.º E5, 07/2016

modern mass tourism experience is just a popular consumer behavior. 1975 Turner
and Ash also pointed out that the modern mass tourism is a departure from the normal
behavior, is a disease of the times. MacCannell used “Modernity” to explain “authenticity”,
argues that the modern people to tourism in the pursuit of truth, suffered a lot of criticism
to escape the modernity, which tourism sociologists in 1979 Cohen in the published the
travel experience of phenomenology of the additional monarch paths to phenomenon
from the perspective that, due to the different people the ultimate meaning and world
view is different, different experiences for different tourists and different community
has different meanings, so different people need different experience. Tourist experience
is defined as individuals with a variety of center; depending in person is attached to a
“center” tourism experience to meet the travel from the pursuit of pleasure to search
for the meaning of demand. Cohen, this travel experience research paradigm from the
perspective of phenomenology, the travel experience “authenticity” of the differences
were unified, and foreign scholars have been widely recognized and adopted (long, 2011).
On this basis, the researchers began to study the needs of tourists, motivation, experience
quality, experience content and Realization of the path. At first, Pearce inspired
by Maslow’s theory of hierarchy of needs, the needs of the tourists are divided into
relaxation, stimulation, relationship, self-esteem and development and self-realization.
Later, Ryan Chris will travel demand summed up as intellectual, social, ability, avoid
stimulation. The research of tourism demand lays the foundation for the quantitative
and Empirical Study of tourism experience. American scholar Mcintosh first proposed
four types of tourism motivation, including: physical health, culture, communication,
status and prestige. Japanese scholars use factor analysis to the tourism motivation:
mood, physical, spiritual, economic. Hui (2008) put forward eight categories of tourism
motivation: landscape tour, fitness tourism, culture, arts, tourism, urban shopping and
sightseeing, entertainment, Cuba tourism, community tourism, food tourism and explore
tourism of urban life. In addition there are scholars summed up the tourist motivation of
the backpack tourists, including: escape, relax, knowledge, search, experience and social
aspects of the five. There are scholars to study self-help travel motivation include: the
pursuit of freedom, to get a sense of challenge, the pursuit of a unique sense of self.
Other scholars found that the five impact factors of Taiwan tourists’ travel experience
are: relaxation and fun, cultural entertainment, personality identity, historical memory,
escape. Study on the quality of tourism experience. The theme of the study is to explore
the tourists experience to meet the formation model, experience the quality of the factors
and to experience the quality of the evaluation and enhance the experience of quality
strategy research. According to the research method, it can be divided into qualitative
research and quantitative research, in which the latter is the main research method.
2.2. Virtual reality technology

The intervention of the virtual reality technology to virtual tourism is through computer
simulation reality of tourist attractions to generate realistic audio-visual collection is one of
the three-dimensional space, according to inherited the historical and cultural background,
through 3D virtual interactive technology reproduction space and historical monuments,
let has been quiet in monuments of historical culture or story can be reproduced in the
appropriate context, visitors can even with its own set of role and the historical space
characters dialogue, to learn more about what had happened in a particular historical period.
Let the tourists “real” participation in the cultural context of the similar historical context,
RISTI, N.º E5, 07/2016 29

the more true feeling of historical and cultural. Through the immersive three-dimensional
experience of the digital scenic area, get the intuitive, real experience, so that the relatively easy
access to relatively comprehensive historical and cultural information and the “immersion”
experience. The Louvre is built on the Internet “virtual museum” the collection of hundreds
of thousands of precious exhibits posted online for public access, and with full details of the
depth to the text explanation and pictures. But in the virtual online museum, the public is
through pictures and text of the panoramic view. But its shortcoming is show the lack of
more realistic immersive experience, such as when visitors in viewing a painting, only to see
the painting pictures and the following text explanation, there is no feelings from the direct
experience of the cultural connotation of historical relics, as shown in figure 4.
Figure 4 – The Virtual Museum of Louvre

The Mogao Grottoes of Dunhuang due to the harsh natural environment and traffic
inconvenience, so many Dunhuang art lovers to witness the Dunhuang art treasures,
2003, President of the Dunhuang Academy submitted the tourist service center of
Dunhuang Mogao Grottoes construction proposal “proposal, the main content of this
proposal is: request to digital technology and computer technology and other modern
means, the Mogao Grottoes of Dunhuang digital results display to tourists.
Figure 5 – The Virtual Museum of Louvre
30 RISTI, N.º E5, 07/2016

The virtual tour breakthrough time and space

constraints, the contradiction between the
Dunhuang Grottoes in the preservation and
tourism development have been alleviated,
and provide a new perspective on visit to
tourists and Dunhuang researchers, as shown
in figure 5 and figure 6. At the same time, due
to the reduction of the actual contact time
between the cave and tourists, will be conducive
to the stability and long-term preservation of
the caves. Because this kind of tourism is in
the computer virtual of, many scenes not seen
in the Dunhuang travel can also be displayed,
currently on display in the main content
including Dunhuang Mogao Grottoes location
roaming, Dunhuang Cave virtual excavation
process display, virtual restoration of Shi Kuxu
intends to roam, the real grottoes of virtual
roaming and creation of computer aided cave
virtual roaming and other.Virtual the Imperial
Figure 6 – Virtual tourism of the
Palace is China and Asia, as shown in figure 7,
recovered grotto (Mogao Gave205)
is the first on the Internet to show the world’s
historical and cultural heritage of the virtual
world, but also a network experience museum.
Visitors can choose their own role, and give it to change clothes, dress up and so on.
Visitors with the mouse, you will be able to follow the role of in-depth understanding of
all the buildings in the Imperial Palace and its characteristics.
Figure 7 – Virtual the Imperial Palace
3. Village tourism image systems

Rural tourist destination image by image positioning and tourism slogan designing,
shaping a distinctive destination image, but these are not enough, they also need to
RISTI, N.º E5, 07/2016 31

improve the support system. Supporting system by mind identity system (MIS), visual
identity system (VIS), and behavior identifies system (BIS) and so on.
3.1. Mind identification system

The mind of rural tourism is the core and soul of rural tourism image design, a deep
analysis on the basis of the concept of rural tourism must be in a wide range of design
and development of rural tourism products. Because of the rural tourism is a unique
living environment, production patterns, life style and idyllic scenery to attract tourists,
it reflects a return to nature and artistic conception of the unity of heaven and man,
also in line with the rise great trend of “green tourism”, “eco-tourism” in recent years.
Therefore, I believe that based on ecological protection and sustainable development of
the rural cultural heritage tourism is a rural tourism image design of common conceptual
basis. Of course, different rural tourism and tourism products, due to the geographical
position, natural resources and market demands and other reasons, its conceptual basis
should be different, focused, to reflect their personalities and characteristics, which
requires on tourist destination image design to concrete analysis of concrete problems.
3.2. Behavior identification system

Identification of rural tourism is tourism image dynamic recognition of forms, is
the activity of the rural tourism resources, and it is the practice of philosophy and the
creation of guidelines for tourism and culture. At the time of rural tourist destination
image design, focus on images of local residents to create and design of tourist image
of enterprises, especially in China.
Figure 8 – Tourism image recognition systems
32 RISTI, N.º E5, 07/2016

3.3. Visual identification system

According to relevant statistics, perceived as external information, 83% through the
Visual channel to reach the minds of people, meaning that vision is the acceptance of
external information of the main channel. Visual recognition systems can all be visible
the external visual symbols to convey the operating concept with intelligence information
in the CIS is the most direct and effective way to establish corporate reputation and
shape the corporate image. Visual identity design for rural tourism usually includes
visual identity design and Visual landscape design. At present, new media technology,
widely used in various fields, but is still at an early stage of tourism development in rural
areas, rarely used new media technology. Thus at the time of rural tourist destination
image design,to make full use of new media technology spread rural tourism destination
image, for tourists to enjoy the visual.
In addition to the above three identification systems,there are some scholars and
auditory identification system (HIS), customs identification system (FIS). Auditory
images generally include the destination language, folk songs,local opera, background
music and theme songs and religious music. Customs identification means in rural
tourist destinations only and representative image to become the region’s program
or activity. Thus, when the rural tourist destination image, also want to focus on the
auditory system and design style identification system. Comprehensive support system
is a rural tourist destination image design’s strong backing, is the internal factors of
sustainable development of rural tourism destinations, and it is also essential for rural
tourism brand of key components.
4. The transmission system of rural tourism destinations image

Tourism communication mechanism means how to spread during the trip, all aspects
of the tourism communication link together organically to form travel a reasonable
flow of information channels. Rural tourist destination image design approaches for it
to spread in the future, only the rural tourism destination image out to make tourists
feel, to make tourists travel to this desire. Different routes of transmission will have a
different effect, spreading the effects is related to the tourism image and brand in the
minds of the impression level.
4.1. Dissemination channels and the negative effects of eliminating

From the interface point of view, tourism communication through self, people, the
general public and the information highway and multimedia communications. Rural
tourism in the different media to disseminate results will vary, so when you select the
media, to specific conditions, for different tourist market select targeted media. Image
media including mass media, interpersonal media, outdoor media, real media, tourism
image media classification and characteristics are described in detail.
From information dissemination pattern of de Fleury, we can see that rural tourism
destination by a specific transmitter that transmits a variety of communication channels
to mass media, people perceive the image of rural tourism through various mass media,
and feedback on this information. In the process of information transfer will be in the
RISTI, N.º E5, 07/2016 33

Figure 9 – De Fleury model
“noise” effects of tourist image in the process, which will suffer the effects of negative
events about rural tourism, damaging tourism destination image in people’s perceptions.
Thus, in rural tourism image in the process of spreading propaganda, should pay
attention to reduce or eliminate the negative impact on rural tourism destination image.
4.2. Empirical study on effect perceptions

Investigating present situation of rural tourism development in Northern Anhui,
stratified random sampling survey, the questionnaire analysis by SPSS17.0 software, we
find the rural tourism destination of tourists is the surrounding area, this mainly due
to rural tourism attraction radius and the spread effect of restricting the scope of the
destination image. Tourists’ perception of rural tourism in northern region is mainly
based on network and the main newspapers magazines, because single transmission of
the scenic routes, there is no targeted market segments spread enough in the network
media and other reasons, caused by propagation effects of tourism destination image is
not ideal. Thus, in rural tourism destination image communication, we should segment
tourist market for different markets, select the appropriate media for dissemination
of tourism image. Meanwhile, using a variety of modes of transmission are combined
communication and in the dissemination of note also that in the process of creating a
unified tourism rural tourism destination image.
Factor Frequency Percent Valid Percent Cumulative Percent

Travel agency 21 14.0 14.0 14.0
TV 6 4.0 4.0 18.0
Network 66 44.0 44.0 62.0
Relatives and friends 15 10.0 10.0 72.0
Newspapers and magazines 42 28.0 28.0 100.0
Total 150 100.0 100.0
Table 1 – Tourists’ perception of Rural Tourism in North Anhui
34 RISTI, N.º E5, 07/2016

5. Conclusion and recommendations

Create a rural tourism destination image plays an important role in rural tourism
planning and development, which related to a tourism development success, so we
must pay attention to the design and building of rural tourism image. However, due
to the development of rural tourism in China not long ago, research is weak, low level
of awareness, its development plans tend to be resource-oriented development or
market-oriented development, ignoring the tourist image. In the rural tourism business
process is also a blind pursuit of short-term economic benefits, ignoring the protection
of the rural overall image and rural tourism environment and traditional culture. This
is unfavorable to the long-term sustainable development of rural tourism. In the early
stage of the rural tourism development, government should pay attention to the guiding
role, the government to guide the rural tourism destination image, the long-term goal of
unified planning of rural tourism development. In the process of rural tourist destination
image communication, we must according to the specific situation to carry out targeted
communication. Dissemination of the image of rural tourism should focus on the target
market of tourists and potential tourists, using the appropriate route of transmission for
effective dissemination, all means of communication should be spread around strategic
goals to launch, through a combination of media, passed on to the unified rural tourism
image of tourists.
Along with economic development, social progress and people’s conception of the
renewal, rural tourism has become the new focus of residents’ consumption in China,
especially urban resident. Tourism image and communication, to some extent, means that
the expansion of economic efficiency and market, it is the key element to attract tourists.
Therefore, in order to create a distinctive rural tourism image, keeps the rural tourism
destination attraction for a long time, it should be based on the country’s own characteristics
and development trend of tourism consumption, establish their own unique image, as
well as strong advocacy marketing campaign to spread the rural tourist destination image,
and rely on village tourism image to attract tourists, promote the development of rural
tourism. In parallel with the development of rural tourism, we should stick to the rural
ecological protection based on sustainable development of tourism and rural cultural
heritage concept. In the thirteen five period, rural tourism will be developed to the depth
direction, we believe that rural tourism will take a scientific concept as the foundation,
create a perfect rural tourism destination image, create their own brand, get out of the
road of sustainable development with its own characteristics.
Acknowledgments
Song Hui is corresponding author. This paper is supported by Key project of Humanities
and social sciences of Anhui Provincial Department of Education “The study area
tourism development under the background of urbanization in Wanbei Coal Mining
subsidence” (No: SK2016A1003); the Humanities and social sciences research key
project of Anhui College “Evaluation and utilization of wetland tourism resources in
Northern Anhui”(SK2015A565).
RISTI, N.º E5, 07/2016 35

References
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Qualidade em Unidades Hospitalares. RISTI-Revista Ibérica de Sistemas e
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technology press, 22, 22–25.
long, L. (2011). The construction of brand communication path in the context of new
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Mengxiang, Y. (2006). The visual recognition system into tourism related research
(VIS). Journal of Guilin Institute of Tourism, 10, 23–30.
Peiji, S., Xianfeng, L. (2006). Study on tourism image communication. Journal of
Southwest University(Social Sciences), 10, 8–10.
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36 RISTI, N.º E5, 07/2016

Countermeasures and Support Environment for the

Development of the Non-governmental Economy in
Suzhou, China
TianXueying*, NiePanke
* lucy.txy@163.com
School of Business, Suzhou University of Science and Technology, Suzhou215009, Jiangsu, China
Pages: 37–49
Abstract: As required by the policy of “New Normal”, more attentions need to

be paid to the quality and efficiency of the economic development. Therefore, it
is important for the non-governmental economy in Suzhou, an important pillar
experiencing rapid development, to learn how to recognize and adapt to the
new normal, and deal with the accompanied new opportunities and challenges.
The purpose is to motivate the vitality and promote the transformation and
upgrading of the non-governmental economy, so as to enhance the comprehensive
competitiveness, which is the key for the sustainable economic growth. By
analyzing the overall scale, industrial structure, social contribution, scientific and
technological level of the non-governmental economy in Suzhou, this research
revealed the problems facing this economy. On this basis, this research explored
corresponding countermeasures in terms of promoting the adjustment of the
industrial structures and the characteristic development. Meanwhile, it is also
suggested to improve the product quality, brand building, the investment on
research and development, independent innovation ability, the energy efficiency,
and comprehensive utilization of resources. Meanwhile, some policy supports were
proposed based on the talent, financial, and government environments, so as to
provide a scientific basis for the decision marking of the governments.
Keywords: Non-governmental economy, problem analysis, support environment,
countermeasures
1. Introduction
The president, Xi Jinping, systematically elaborated the meaning of the new normal in
China’s economy in the Asia Pacific Economic Cooperation (APEC) held in 2014. Since
then, how to adapt to the new normal and grasp new opportunities, so as to realize new
growth points has been a historical problem facing many enterprises, especially for the
non-governmental enterprises. The non-governmental economy in Suzhou has witnessed
vigorous development and presented a favorable growth in both the quantity and quality
since 2009. Meanwhile, the enterprise scale and operating income have increased
substantially, and the proportion of the paid taxes has risen year by year (Pan, 2006;
Freixo, 2014). In addition, remarkable growth has been found in the private investment,
and with the increasingly advanced scientific and technological level of the enterprises,
RISTI, N.º E5, 07/2016 37

Countermeasures and Support Environment for the Development of the Non-governmental Economy in Suzhou, China
the enterprises and entrepreneurs of high quality have emerged continuously. The
rising of the non-governmental economy in Suzhou has laid a solid foundation for the
scientific development of the economic society in Suzhou. As required in “New Normal”,
more emphasis is required to be focused on the quality and efficiency of the economy
(Jiang,2009; Zhang, 2011). Meanwhile, as an important pillar, the rapidly developed
non-governmental economy in Suzhou has to learn to recognize and adapt to the new
normal, as well as grasp the new opportunities and address the challenges posed by the
new normal. The purpose is to motivate the vitality and promote the transformation
and upgrading of the non-governmental economy, so as to enhance the comprehensive
competitiveness. This is the key to maintain the sustainable economic growth, and also
an urgent research problem (Chen, 2009; Lu, 2013). There have been disputes regarding
the understanding and the definition of the scope of the non-governmental economy.
However, most scholars held that non-governmental economy is not equal to the private
economy, and apart from the private economy, non-governmental economy also includes
the private economy contained in the mixed economy. According to the definition of the
non-governmental economy in the Report on the Development of the Non-governmental
Economy in China 2003 (the Report 2003 for short hereinafter), on the one hand, non-
governmental economy is a general designation to the multi ownership economy which
is exclusive of the state owned and state holding enterprises. It includes the individual
business households, private enterprises, collective enterprises, enterprises invested by
Hong Kong, Macao, Taiwan and foreign countries. On the other hand, non-governmental
economy does not include the enterprises invested by Hong Kong, Macao, Taiwan and
foreign countries in a narrow sense. The non-governmental economy appearing in this
report generally refers to the non-governmental economy in a narrow sense. Based on
the narrow definition of the non-governmental economy in the Report 2003, the private
enterprises and individual workers were incorporated into the non-governmental
economy in this research. By doing so, this research aimed to explore the development
perspective of the non-governmental economy in Suzhou under the background of the
new normal, so as to reveal the problem facing the economy. Based on this, this research
explored corresponding countermeasures so as to provide scientific evidence for the
government’s decision-making (Esteban, 1994; Qian, 2013).
2. The Current Situation and Problem of the Non-governmental

Economy in Suzhou
2.1. The Overall Scale
The overall scale of the non-governmental economy in Suzhou is great, and has been
increasing year by year. As shown in the latest statistical yearbook of Suzhou in 2014,
the number of the registered private enterprises and individual business households was
705,404 in 2013, in which there were 255,722 registered private enterprises, increasing
by 11.37% compared with the 229,618 in 2012. Meanwhile, the number of the individual
business households was 449,682, increasing by 8.35% compared with the 415,023
in 2012. The total number of the employees in the non-governmental economy was
4,438,447 in 2013, which presented an increase of 14.6% compared with that in 2012.
Thereinto, the numbers of the employees in the private enterprises and the individual
business households were 3,539,530 and 898,917 respectively, which increased by
15.37% and 11.51% separately compared with those in 2012. The total amount of the
38 RISTI, N.º E5, 07/2016

registered capitals in the non-governmental economy was 995.41876 billion yuan in

2013, presenting an increase of 14.5% compared with that in 2012. Thereinto, the total
amount of the registered capitals in private enterprises and the registered capitals per
household were 966.20638 billion yuan and 3.7783 million yuan separately, which
increased by 14.15% and 2.5% respectively compared with those in 2012, as shown in
Table 1. In addition, as demonstrated in the statistical bulletin regarding the national
economy and social development of Suzhou in 2014, the number of the registered private
enterprises and individual business households in Suzhou was 785,200 by the end of
2014, increasing by 11.3% compared with that of the last year. Thereinto, the numbers
of the private enterprises and individual business households were 295,600 and 489,600
respectively, which presented an increase of 15.6% and 8.9% separately compared with
those of 2013. Meanwhile, the amount of the registered capitals in private enterprises and
individual business households was 1,183.02 billion yuan, growing by 18.8% compared
with that in 2013. The total amount of the private investment was 332.18 billion yuan,
presenting an increase of 1.8% compared with that in 2013, and accounted for 53.3% of
the total investment in the fixed assets.
increased
Main indexes 2013 2012
proportion
The total number of the enterprises 255722 229618 11.37%
The number of the employees 3539530 3067910 15.37%
Private Registered capital (ten thousand
enterprises 96620638 84646807 14.15%
yuan)
Registered capital per household
377.83 368.64 2.5%
(104yuan)
The total number of households 449682 415023 8.35%
Individual
business The number of the employees 898917 806147 11.51%
households
Registered capital (104yuan) 2921238 2514328 16.18%
Table 1 – The overall situation of the non-governmental economy in Suzhou
2.2. The Industrial Structure

The industrial structures in the non-governmental economy of Suzhou are generally
in the following order: tertiary industry> secondary industry> primary industry from
the perspective of the numbers of the enterprises and employees, and the proportion
of the registered capitals. Meanwhile, tertiary industry accounts for a great proportion
in the non-governmental economy. As for the primary industry, except the registered
capital of the individual business households accounts for 1.4%, other indexes of the
individual business households and all the indexes of the private enterprises are all
less than 1%. Meanwhile, tertiary industry plays an absolute dominance in terms of the
numbers of the enterprises and employees, as well as the registered capitals. Thereinto,
as for the private enterprises, the numbers of the enterprises and employees, and the
RISTI, N.º E5, 07/2016 39

registered capitals are 156,894, 1,458,883 and 612,146.51 million yuan separately, which
account for the proportions of 61.3%, 41% and 63.3% respectively. The numbers of the
individual workers, related employees and registered capitals are 387,677, 682,378 and
2 2825.38 million yuan respectively, occupying the proportions of 86.2%, 75.9% and
78.1% separately, as shown in Table 2.
According to the analysis on the financial situations of the non-governmental industrial
enterprises above the designated size in 2013, the sectors where the main output
value and profit of the non-governmental industries above the designated size are
concentrated can be acquired. These sectors include the manufacturing industries of
the electrical machines, equipments, steel wire products and universal equipments,
the smelting and rolling processing industry of ferrous metals, manufacturing industry
of chemical fibers, textile and clothing. Obviously, except the textile and clothing
industries, all of the aforementioned industries belong to the heavy industry, and are
important pillars for the non-governmental enterprises. However, although these
industries have created primary economic contribution, they present great pollution
and energy consumption. In 2013, the tertiary industry in the non-governmental
economy of Suzhou mainly includes the traditional service industries such as wholesale
and retail businesses, leasing and business service industries, neighborhood service and
other service industries, accommodation and catering industries and so on. In contrast,
the strategic emerging industries such as new energy, new materials, biotechnology,
and new medicines take a small proportion. Meanwhile, they generally exhibit the
drawbacks including small scale and capital, single product structure, and low added
value and production efficiency.
Secondary industry Primary industry Tertiary industry

Main indexes
Quantity Proportion Quantity Proportion Quantity Proportion
enterprises
1501 0.6% 97327 38.1% 156894 61.3%
number
The
Private employees 14316 0.6% 2066331 58.4% 1458883 41%
enterprises number
Registered
capital 342509 0.4% 35063478 36.3% 61214651 63.3%
(104yuan)
households
1649 0.4% 60356 13.4% 387677 86.2%
number
employees
Individual 4119 0.5% 212420 23.6% 682378 75.9%
number
workers
Registered
capital 39785 1.4% 598915 20.5% 2282538 78.1%
(104yuan)
Table 2 – The industrial structure of the non-governmental economy in Suzhou in 2013
40 RISTI, N.º E5, 07/2016

2.3. The Social Contribution

The development of the non-governmental economy has offered considerable
job opportunities for the society. On the one hand, an increasing number of rural
populations flow into the urban areas, which promotes the urbanization process. On the
other hand, the workers laid off from the state-owned enterprises can be reemployed
by the non-governmental enterprises, which accelerate the reform of the state-owned
enterprises and promote the stability of the society. According to the latest statistical
yearbook of Suzhou in 2014, the total number of the employees working for the non-
governmental economy was 4,438,447 in 2013, accounting for 63.8% of those in all
economy types. This is the greatest contribution that the non-governmental economy
in Suzhou makes to the society. In addition, according to the statistics on the financial
situation of the above-scale non-governmental industries, it is discovered that there
were 5,910 enterprises in the above-scale non-governmental industries, presenting
an increase of 6% compared with that in 2012. Meanwhile, the gross industrial output
value, total assets, major business income and total profits created by these enterprises
were 1,009,750.34, 933,807.98, 1,004,889.69 and 34,167.3 million yuan respectively,
which increase by 10.2%, 11.3%, 8.8% and 7.6% separately compared with those in 2012.
The specific details are illustrated in Table 3. It is obtained that the non-governmental
economy in Suzhou is experiencing rapid development.
Main indexes 2013 2012

The overall condition of the non-governmental economy
The number of the employees 4438447 3874057
The proportion of the employees working for the non- 63.8 55.8
governmental economy in the total employees of the city (%)
The financial condition of the above-scale non-governmental industries
The number of the enterprises 5910 5577
Gross industrial output value (104 yuan) 100975034 91636331
Total assets (104 yuan) 93380798 83902432
Major business income (104 yuan) 100488969 92348541
Total profit(104 yuan) 3416730 3255194
Total profit and taxes (104 yuan) 5722267 5318733
Table 3 – The contribution of the non-governmental economy to Suzhou
2.4. The Scientific and Technological Level

As for the expenditures spent on the scientific research in the large and medium-
sized industrial enterprises in 2013, 1,554.83 million yuan was spent on the technical
transformation of the private enterprises. This was merely inferior to that of the limited
liability companies, and accounts for 27.8% of the total expenditures. The expenditure
RISTI, N.º E5, 07/2016 41

spent on the technology introduction was the minimum for being 56.41 million yuan,
which ranked the last place and accounted for a proportion of 3.2%. The expenditure
used to purchase domestic technology was little for being 6,4.31 million yuan, ranking
the second from the end and occupying 3.3% of the total expenditures. Besides, 3,471.38
million yuan was spent on the internal research and development, (R&D) which ranked
the fourth place and occupied 14.8% of the total expenditures. Compared with 2012,
all expenditures were increased except the expenditure used for purchasing domestic
technology, as demonstrated in Table 4.
Expenditure
Expenditure Expenditure spent on
Total internal
spent on spent on the purchasing
Item expenditure
technical technology the
spent on R&D
transformation introduction domestic
technology
Total amount 558532 170933 198791 2342437
Type of businesses
State-owned enterprise 3517 - - 6461
Collective Enterprise - - - 976
Cooperative stock corporation - - - 1722
Associated enterprise - - - 130
Limited liability company 169081 76222 167432 377927
Limited company 59480 6299 12417 162970
Private enterprise 155483 5641 6431 347138
Other enterprises - - - 2252
Enterprise invested by Hong 63050 41345 3821 437636
Kong, Macao and Taiwan
Foreign enterprise 107921 41427 8689 1005225
Table 4 – The expenditures spent on the technical transformation and introduction, absorption,
research and development in the large and medium-sized industrial enterprises in 2013
(104yuan)
The professional level of the technical personnels plays an important part in the research,
development and innovation of the enterprises. Table 5 displays the distribution
of the technical personnels in the enterprises of different economic types at the end
of 2013. It can be seen that the number of the technical personnels was 499,327 in
non-governmental enterprises, which was merely lower than that in the enterprises
funded by foreign countries, Hang Kong, Macao and Taiwan. Meanwhile, this number
accounted for 40.4% of that in the enterprises of various economic types. The numbers
of the personnels with senior and middle titles, postgraduates and undergraduates were
16,517, 110,660, 15,911 and 186,810 respectively, which occupied 3.3%, 22.2%, 3.2% and
42 RISTI, N.º E5, 07/2016

37.4% of the total personnels separately. These numbers all presented different degrees
of growth compared with those in 2012.
In general, non-governmental enterprises pay more attention to the technological
innovation and transformation. By the end of 2013, 505 non-governmental enterprises
have been engaged in the scientific and technological activities, accounting for 23.9% of
all enterprises. Among these non-governmental enterprises, 70.3% (355) participated
in R&D activities. With the enhanced ability of the scientific innovation and accelerated
scientific innovation, the number of the independent intellectual properties has been
increased. In 2013, the number of the patent applications was 4317 in private enterprises,
accounting for 27.3% of the total patent applications. Meanwhile, the number of the
invention patents in private enterprises was 3089, which showed an increment of 34
compared with that in the foreign-funded enterprises and ranked the first place among
all kinds of enterprises. However, few funds have been input into the innovation process.
Total Senior Middle Junior

Type Postgraduate Undergraduate
amount title title college
Total amount 1234777 55800 308325 55941 470340 500440
Public institution
owned by the 110505 16370 57771 6493 70570 26311
whole people
State-owned
9296 730 2433 721 4875 2847
enterprise
Enterprise
subordinated to
31210 3695 7141 5287 16448 6887
eachministry or
the province
Enterprise by
foreign countries,
Hang Kong, 584439 18488 130320 27529 191637 264508
Macao and
Taiwan
Non-
governmental 499327 16517 110660 15911 186810 199887
enterprise
Table 5 – The technical personnels in the enterprises with different economic

types at the end of 2013
In 2013, the expenditure spent on the technical transformation was 1,554.83 million
yuan in private enterprises, occupying 27.8% of the total expenditures. However, the
expenditure spent on the technology introduction was the minimum for being 56.41
million yuan, accounting for 3.2% of the total expenditures. The expenditure used for
purchasing domestic technology was 64.31 million yuan, merely with a proportion of
3.3%, which was lower than that in 2012. The internal expenditure spent on R&D was
3,471.38 million yuan, which occupied 14.8% of the total expenditures. It is inevitable
RISTI, N.º E5, 07/2016 43

that the insufficient input on innovation will affect the innovation ability and finally
impede the transformation and development of the non-governmental economy.
Meanwhile, there are absence of management talents and technical personnels in
the non-governmental enterprises. In 2013, the number of the technical personnels
in the non-governmental enterprises was 499,327, taking a proportion of 40.4%.
However, in these technical personnels, those with senior title accounted for 3.3%,
which was far lower than those in the public institutions owned by the whole people
(14.8%) and state-owned enterprises (7.9%). Meanwhile, the postgraduates in the non-
governmental enterprises took a proportion of 3.2%, which was lower than those in the
public institutions owned by the whole people (5.9%), state-owned enterprises (7.8%)
and enterprises funded by foreign countries, Hong Kong, Macao and Taiwan (4.7%). It
can be clearly seen that non-governmental enterprises have small proportions of the
technical personnels with high technical level and educational background.
3. The Countermeasures for Promoting the Healthy and Rapid

Development of the Non-governmental Economy in Suzhou
3.1. Promoting the Adjustment of the Industrial Structures and the
Characteristic Development of the Non-governmental Economy
Firstly, strategic emerging industries are supposed to be developed energetically. While
maintaining the competitive advantages of the traditional industries, the developing
plan of multiplying the emerging industries has to be implemented perseverely. That
is to say, non-governmental enterprises are encouraged to develop in the following
strategic emerging fields including new energy, new materials, new medicines, energy
conservation and environmental protection, biotechnology and internet of things.
Meanwhile, key support projects are set in these fields, accompanying with corresponding
preferences related to financing, taxes and scientific research, so as to gradually promote
the proportion of the emerging industries in the non-governmental economy of Suzhou.
Secondly, modern service industries are expected to be developed rapidly. It is suggested
to fully utilize the policy measures made by the governments of various levels for
promoting the development of the service industries and enhance the support degree
to the non-governmental service enterprises. Meanwhile, the policies proposed by
the municipal government to develop the modern service industry by separating the
manufacturing industries and the enterprises are required to be put into practice. By
doing so, the producer services such as scientific research, modern logistics, trade
marketing, specialized supply, industrial design, energy conservation service, and so on
can be promoted.
Thirdly, the characteristic development of the non-governmental economy needs to be
promoted. More attention is expected to be paid on small and medium-sized technology-
based enterprises, and the small and medium-sized enterprises with rapid growth, which
are characterized by great growth space, strong specialty characteristics and high technology
content. Meanwhile, by applying the specialty, refinement and unique as the objects,
these enterprises are subdivided and the characteristics are extracted on the precondition
of satisfying the common requirements. Afterwards, the all-round services including
information communication, product development, quality detection, management
consultation and technology introduction are pointedly provided in these enterprises.
44 RISTI, N.º E5, 07/2016

3.2. Striving to Improve the Product Quality and Enhancing the Level of
Brand Building
Firstly, policy guidance is utilized and enterprises are encouraged to produce the products
with high technical content, great market capacity and high added value. Meanwhile, top
priority requires to be given on the quality of the products by energetically implementing
the overall quality control system and standards. Besides, the quality of products needs to
be evaluated by the quality supervision organizations of various levels. In addition, non-
governmental enterprises are encouraged to strive for the various high-quality awards.
The enterprises with high quality and excellent brands are supposed to be awarded, and
advertised as the benchmark, model and star enterprises through vigorous propaganda,
so as to stimulate other enterprises to imitate and learn.
Secondly, it is suggested to implement the relevant rules of intellectual property
management issued by the state, Jiangsu province and Suzhou, so as to comprehensively
promote the number and quality of the patent applications in the non-governmental
economy. Meanwhile, attentions are supposed to be paid to the registration, protection
and management of the intellectual properties such as trademarks and brands, so as
to develop a group of model and competitive enterprises with intellectual property.
Enterprises are encouraged to implement the brand and famous brand strategies,
and thus enhance the brand consciousness and quality consciousness. In addition, it
is necessary to comprehensively promote the establishment of the quality system, so
as to adopt the idea of producing high quality products, and building famous brands
and favorable image for the non-governmental enterprises as objectives. Moreover, the
registration, application, management and protection levels of the trademarks require
to be further improved.
3.3. Increasing the Research Input and Enhancing the Capability of

Independent Innovation
Firstly, the various policies for supporting the technical innovation are supposed to be
implemented. These policies include the pre-tax super-deduction of research expenses,
favorable income tax for high-tech enterprises and technically advanced service
outsourcing enterprises, and rewarding the enterprises that establish the research
institutions and undertake the key science and technology projects of the state. Non-
governmental enterprises are encouraged to carry out the research and development on
the products and technologies based on the innovation. Meanwhile, enterprises should
appeal innovative talents and increase the research and development input by applying
the innovation and excellence as the objectives, so as to enhance the comprehensive
competitiveness. Meanwhile, non-governmental enterprises should employ, utilize
and retain the various management and technical talents according to their own
characteristics. The government should assist the non-governmental enterprises in
enhancing the intensity of talent introduction by providing service platforms. Various
policies and measures are utilized to guide and help the non-governmental enterprises
to promote the creation of the intellectual property through independent development
and university-industry cooperation. This can promote the transformation and
industrialization of the scientific and technological achievements, and thus enhance the
innovation capacity and core competitiveness of the enterprises.
RISTI, N.º E5, 07/2016 45

Secondly, based on the processes of the project application, project approval, financial
support and achievement transformation of the non-governmental economy in Suzhou,
the government should provide support and fund for the independently innovated
products. And the industrialization process for the products of the non-governmental
economy should be promoted. Meanwhile, relevant guides are expected to be formulated
to carry out the policy of purchasing the independently innovated products of the non-
governmental enterprises preferentially through the governments. By applying the
market demand as the guide, enterprises are encouraged to integrate with the universities
and scientific research institutions, so as to learn from each other’s advantages and carry
out associated research and development. The advantages of the emerging media such as
internet and twitter are supposed to be fully utilized, so as to create the high-tech sharing
platform that integrates information interaction, combination of industry-university-
research and achievement transformation. By doing so, the enterprise innovation can be
promoted by the three parts jointly.
3.4. Increasing the Efficiency of Energy Utilization and the Comprehensive

Utilization of Resources
Firstly, strict indexes and criterions require to be established in the processes of applying
and approving the projects. In this way, the initiation and development of the industries
with high energy consumption and pollution can be completely avoided, so that high
energy consumption and pollution are controlled from the sources. Meanwhile, strict
energy audit needs to be conducted on the heavy industry related projects that have
been implemented, so as to observe the energy consumption of the project constantly.
Meanwhile, to highlight energy conservation and transformation, the heavy industry
related projects are encouraged to utilize new energy of pollution free. Besides,
environmental protection departments have to carry out the environmental assessment
strictly, and release the assessment results in public. As to the projects or industries fail
to qualify the environmental assessment, the environmental protection departments
should supervise and urge them to rectify and reform within the deadline. If the projects
or industrials still cannot reach the standards after the rectification, they are ordered to
be closed. By doing so, the energy efficiency level of the non-governmental enterprises in
the industries with heavy energy consumption is further improved. This aims to make the
energy consumption per unit products reach the domestic advanced level, and encourage
enterprises to compete for the “Energy Star”.
Secondly, the enterprises should focus on promoting the source reduction, recycling,
remanufacturing, zero emission, and the development and application of industry
ecologicalization. Meanwhile, circular economy is encouraged to be developed in the
fields including industries, services, modern agriculture and vein industry to form a
batch of circular economy-based model enterprises. In addition, cleaner production
is supposed to be comprehensively implemented especially in the chemical, brewing,
papermaking, electroplating, textile, dyeing, building materials, steel industries and so
on. This aims to develop a batch of cleaner production-based model enterprises, and the
enterprises where resources can be comprehensively utilized.
46 RISTI, N.º E5, 07/2016

4. The Overall Support for the Development of the Non-governmental

Economy in Suzhou
4.1. Talent Environment
The introduction and cultivation of high-quality talents need to be accelerated.
Enterprises and governments have to actively take advantage of the activity platforms
such as “the week of the international elite in Suzhou”, “annual meeting concerning
the development of the merchants in Suzhou”, “win in Suzhou”, “plan for introducing
overseas talents” and “talent introduction plan on campus”. Meanwhile, excellent
management and technical personnels at home and abroad require to be introduced
actively. And relaxed environment and preferential policies are provided for them so
as to cultivate the excellent non-governmental entrepreneurs and establish the efficient
teams of non-governmental enterprises. Particularly, the leading personnels playing
an important part in the innovation and entrepreneurship of the emerging strategic
industries such as new energy, new medicine and biotechnology need to be introduced.
In this way, the advanced international experience and superb technical level possessed
by them can preferably serve the non-governmental economy in Suzhou. Meanwhile,
non-governmental enterprises have to widen their channels in employing, utilizing and
retaining talents. In a word, the innovation, transformation and upgrading of the non-
governmental enterprises can be promoted by creating a favorable talent environment.
4.2. Financial Environment

Multiple financing channels need to be explored. At present, financing difficulty is still
the maximum bottleneck restricting the rapid development of the mall and medium
non-governmental enterprises. According to the relevant surveys, most of the non-
governmental enterprises raise funds through borrowing from friends, internal fund-
raising of the enterprises, non-governmental financing load and interbank funding
between enterprises. These irregular financing channels present high risks. Therefore, it is
important to vigorously exploit the financial channels of various types, and comprehensively
give play to the functions of the credit financing, equity financing and debt financing,
as well as further widen the financing policies. All of these factors determine whether
or not non-governmental enterprises can realize the rapid development. When it comes
to the credit financing, commercial banks are encouraged to provide the corresponding
supports regarding the discount interest or risk compensation for the loan of mall and
medium enterprises. Meanwhile, financial institutions are encouraged to develop the
financial derivatives which are suitable for the characteristics of the non-governmental
enterprises, and increase the credit load placement in small enterprises. Meanwhile,
guarantee industries have to be standardized strictly, and supervised comprehensively
in terms of the industry permission, business operation, credit rating and industry
management. This can ensure that the guarantee scale is increasingly enlarged, and the
standards of business operation are strictly implemented, so as to promote the healthy
and ordered development of the guarantee industry.
RISTI, N.º E5, 07/2016 47

4.3. Government Environment

It is necessary to create a powerful government environment and accelerate the
construction of the public service platforms. Great quantity and high quality of non-
governmental enterprises are required by the “New Normal”. Accordingly, the
governments of various levels are required to actively promote the function transformation,
and correctly deal with the relationships between the government and the markets and
enterprises in particular. The purpose is to cultivate the entrepreneurship and promote
the transformation and upgrading of the non-governmental economy. As is well known,
the non-governmental economy in Suzhou has not been treated fairly in terms of the
tax preference in the past few years. Therefore, relevant government departments have
to give more positive supports to the capital financing, information consultation, talent
introduction and technical progress. Meanwhile, the governments need to establish
the joint conference system and hold meetings among all the member units in leading
groups of the non-governmental economy. In this way, the key and difficult problems
existing in the transformation and upgrading of the non-governmental economy can
be discussed and negotiated regularly. Meanwhile, the governments require to be
collaborated with the enterprises, chambers of commerce and associations to establish
the service platforms including information publishing, technical exchange, quality
evaluation and management consultation. Besides, based on the principles of resource
sharing, openness and compatibility, specialized services are expected to be provided for
the non-governmental economy, especially for the emerging strategic industries, so as to
satisfy the common demands of the non-governmental economy.
Acknowledgments
This work was supported in part by a grant from National Natural Science Foundation
of China (Number: 71002017). This work was supported in part by a grant from
Philosophical and Social Science Foundation of University in Jiangsu Province
(Number: 2014SJB548). This work was supported in part by a grant from “333” Projects
Foundation of Jiangsu Province. (Number: BRA2015417).
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RISTI, N.º E5, 07/2016 49

Effectiveness of College Counselors’ Work and

Ideological Education Based on Multimedia Platform
Pingqian Guo 1, Yafeng Zhang 2,*
* szxyzyf@163.com
1
School of Chemistry and Chemical Engineering, Suzhou University, Suzhou city, Anhui province,
234000, China
2
Suzhou University, Suzhou city, Anhui province, 234000, China
Pages: 50–60
Abstract: With the development of electronic information, ideological and political

education presents a new feature. At the same time, the influence of the network
is gradually infiltrated into political education, which provides opportunities and
challenges for the ideological and political education. In this paper, the author test
the effectiveness of counselors’ work based on multimedia platform data, results
show that 85% students think the counselor has great influence to their mental
health and future career development, and 83.3% counselors feel satisfied with
their work. In order to improve the effectiveness of the counselors, college should
establish a clear, scientific management system and professional development
mechanism. Also, college should strength the responsibility of counselors, and
enhances the work loyalty.
Keywords: Network education, college counselors, multimedia platform,
ideological education
1. Introduction
Electronic media will bring revolution to our society, with the arrival of the era of
electronic information, ideological and political education presents a new feature.
At the same time, the influence of the network is gradually infiltrated into the
process of Ideological and political education, which provides opportunities and
challenges for the ideological and political education (Mastroleo, 2010; Carrell,
2014). Correctly grasp the characteristics of Ideological and political education in
the network environment, seize the opportunity, meet the challenge, innovate the
ideological and political education, and become the era subject of the ideological and
political education in the network environment. College counselors and teachers are
the backbone of College Students’ Ideological and political education, and play an
important role in the ideological and political education of students. To strengthen
the team building is an organizational guarantee for the ideological and political
education of college students (Huang, 2013; Sá, 2012; Alavi,2012). Questionnaire
survey shows that our instructors in Colleges and universities in the age structure, the
school record structure, subject structure, position / Title structure showing a certain
50 RISTI, N.º E5, 07/2016

characteristics; types of counselors is diversified and to the construction of professional

counselors. To improve the counselor and teacher troop overall quality must provide
corresponding policy, security conditions, strengthen the construction of the team.
Network education is to actively integrate the advantages of the network resources for the
ideological and political education, the establishment of professional web sites to provide
a solid technical support, and create a positive network culture atmosphere (Khansa,
2015; Catts,2015). To the advantage of relying on the campus culture construction,
the informatization, digitalization and network construction of embedded in the
ideological and political education system, through the network to achieve full coverage,
full integration, full penetration of the correct ideas of communication theory. At the
same time, to create a is familiar with the work of Ideological and political education,
and proficient in the dissemination of knowledge, is good at network technology of the
composite type of Ideological and political education teachers, is particularly important
to grasp the initiative in the construction of network environment (Anand, 2010; Michel,
2012; Sabella, 2010). High quality ideological and political teachers should have a high
level of political theory, can skillfully apply the communication skills to the ideological
and political education activities, and skillfully use the network to guide the correct
direction of public opinion.
2. Multimedia learning platform

2.1. E-learning platform
The ideological and Political Education under the network environment created by
the communication and interaction with extensive model of openness and contact
information, make the educated can according to the needs of active search, take the
initiative to seek, education of “push” become educated “pull”. The media resources of
Ideological and political education in the network environment are open. Multimedia
classroom as shown in figure 1 and content of E-learning platform as shown in figure 2.
Figure 1 – Multimedia classroom

The network environment brings both opportunities and challenges to ideological and
political education. First, the network has expanded the position of Ideological
and political education. The special medium of the network has the ability of
mass information storage, and its nonlinear spread has the characteristics of wide
coverage, so it can enrich the content of the ideological and political education of the
network. In addition, traditional and single way of Ideological and political education
in classroom and book as the basis, relatively fixed location, narrow coverage of
RISTI, N.º E5, 07/2016 51

Effectiveness of College Counselors’ Work and Ideological Education Based on Multimedia Platform
Figure 2 – Content of E-learning platform
information, the influence is small, the network to make ideological and political
education get rid of the constraints of time, to improve the students’ participation
and initiative; illustrated, intuitive image information, the effect of the ideological
and political education is also greatly enhanced. Moreover, under the environment
of network ideological and political education on the subject and object of duality,
the educators in the interactive network, can quickly grasp the latest and most
comprehensive education information feedback, greatly enhancing the effectiveness
of Ideological and political education work, to further strengthen the educational
function of Ideological and political education.
2.2. Counselors work under network environment

Network information technology has a revolutionary impact on the development of
Ideological and political education, must be highly valued. The network breaks the
boundaries between the real world and the virtual world, and creates a good atmosphere
for the ideological and political education to create an equal, open and democratic
dialogue. In the traditional sense, the identity of the subject and object of education in the
network environment shows more dual nature and anonymity, which makes the equal
status of education both have been further strengthened, narrowing the psychological
distance of their communication. Network between the educators and the educated,
set up a communication bridge, it can be to exclude the interference factors under the
condition of the educated are more willing to adopt the equal dialogue and education,
giving vent to their true feelings. Educators can also interact with the educated in the
process of equality, Multimedia learning principles as shown in figure 3.
52 RISTI, N.º E5, 07/2016

Figure 3 – Multimedia learning principles
3. Research design and variables

3.1. Network questionnaire
Strengthening the construction of Ideological and political education work team is
an organizational guarantee to strengthen and improve the ideological and political
education of College students. Now, the main body of the ideological and political
education of college students is the school party and government cadres and the
Communist Youth League cadres, ideological and political theory course and the study of
social science teachers, counselors and teachers. Among them, the instructor, the teacher
in charge is the moral education in Colleges and universities to carry out the ideological
and political education of the backbone of the force. Therefore, the understanding of the
current college counselors, the basic situation of the class teacher team, to study their
characteristics, to effectively strengthen the construction of college counselors, class
teachers has a very important significance.
Figure 4 – Network questionnaire

Through the network questionnaire, we choose 600 counselors as research samples.
Among them, 15 undergraduate colleges and universities, the instructors population
RISTI, N.º E5, 07/2016 53

accounted for 40%; 13 in higher vocational colleges, instructor’s population accounted

for 33.9%; private colleges, instructor’s population accounted for 26.1%.
3.2. Current situation of College Counselors

College counselors, the age structure of the class teacher team is the basic state of the
team, it reflects the survival and development of the team, see table 1. These cases
illustrate that one aspect the present stage in China’s colleges and universities counselors,
head teachers younger degree is high, at the same time that they are a with vigor and
vitality, energetic, young and energetic team; on the other hand, existing university
counselor team from thing students ideological and political education work experience,
experience and they engaged in university teachers or related work experience is closely
related to. Questionnaire survey showed that the case, just graduated from college in
counselors, the work of a teacher in charge of a class, about 20%, they are engaged in the
ideological and political education work experience with them in college work experience
almost simultaneously can say they are in “learning by doing”. In a sense, the rich long-
term engaged in the ideological and political education of students work experience and
experience of counselors, teacher in charge, with the growth of the age and the number
of less and less trend.
instructor Age number percentage
youth 22-25 years old 108 18.5%

middle age 26-30 years old 257 43.6%
old age 31-35 years old 132 22.6%

youth 36-40 years old 43 7.3%
41-55 years old 30 5.0%
middle age
46-50 years old 18 3.0%
Table 1 – Age distribution of College Counselors

Counselors, teachers should have higher education levels than other teachers in general,
which is adequate for the work of college students to work, the objective needs of
ideological education work. At present, the academic structure of college counselors and
teachers in charge of the class is mostly college degree. Among them, with a bachelor’s
degree accounted for 66% of the survey, with a graduate degree as 31.8%; with the
proportion of doctoral graduate degree is only 2.2%. Thus, although the current college
counselors, the master’s degree in line with the basic standards, but there is a gap
between the requirements of college instructors, see table 2.
education number percentage

undergraduate 396 66.0
graduate student 191 31.8
doctor 13 2.2
Table 2 – Educational structure of College Counselors
54 RISTI, N.º E5, 07/2016

According to the results of questionnaire survey, the subject structure of college counselors
and head teachers in Colleges and universities is in line with the situation of college type.
Overall, most of the professional training of counselors, class teacher on the ideological
and political education to do a good job in the preparation of knowledge related to lack of
knowledge. Therefore, it is urgent and important to strengthen the training work of the
counselors and teachers in charge of the class. From the results of our survey, the current
counselor, teacher team of subject structure has the following characteristics: has the
philosophy and social science disciplines and subjects accounted for 9.6% of investigation
number, with education, psychology and sociology majors accounted for 3.8%, the subject
designed industry and related to counselors professional requirements closer to, but
both add up to only 13.4%, relatively few. With humanities disciplines (16.7%), with the
economics and management disciplines of 12.9%, with science and engineering majors
accounted for 22.5%, according to counselors in Ideological and political education of
college students need professional knowledge structure, we need to give them related
disciplines of training and learning. Details of the survey are shown in table 3.
education number percentage

Philosophy 55 9.6%
Education and psychology 23 3.8%
language 101 16.7%
Economics & management 224 37.9%
Polytechnic 135 22.5%
other 61 10.4
Table 3 – Subject structure of the instructor
4. Effectiveness of counselors’ work

4.1. Job evaluation
The primary object of the work of the counselors is the students; the basic goal is the
comprehensive development of students and talent. So, evaluation of the effectiveness of
the work of counselors, the most have the right to speak the students should be. Survey
shows that students think that counselors are college / University contact most, for their
help the greatest that counselor’s work of self-growth of physical and mental health
and future career development has great guidance and guidance. Among them, 85%
students think that the influence of personal counselor, counselors work is very effective,
promotes the growth and ability of his thoughts, help yourself to shape the good outlook
on life; 11.5% students think of counselors in general, just now life trivia and habits form;
only 3.5% students think the effectiveness of counselor work basic is not reflected. By the
difference analysis it is found that student cadre of counselor effectiveness evaluation
of higher than non-student cadre, think counselor is his mentor and close friend of the
student cadres accounted for 74.5% those counselors is to guide the work of student
cadres accounted for 15%. In addition, a student of counselor effectiveness evaluation is
generally higher than that of students in other grades; they think counselor is to adapt
herself to the primary guide for college life.
RISTI, N.º E5, 07/2016 55

Student grade
Evaluation number percentage
Grade 1 Grade 2 Grade 3 Grade 4
Very effective 510 85% 245 160 103 92
commonly 77 11.5% 32 24 15 6
No effect 13 3.5% 2 3 4 3
Table 4 – Evaluation of students’ work

Counselors work is effective, in addition to student evaluation, the Counselor’s
self-awareness and self-evaluation is also very important. From the Counselor’s self-
evaluation data, most of them are “more satisfied” and “general”, said “very satisfied”
only 2.1%, said “not satisfied” and “very dissatisfied” only 7.5%. From the subjective
evaluation, the majority of counselors believe that they have the basic ability and
quality, can be competent for the work of counselors. Among them, 26% counselors said
that “fully qualified” this work, 64.8% counselors said “basic competence”, 8.55% the
counselors said “barely competent”, and 0.65% of the counselors said “not competent”.
Influenced by the social environment and the development ideas and ideas of higher
education, the college counselors are still at the edge of the University, and the
recognition of the effectiveness of the work is not high. First of all, the importance of
College Leadership on the work of counselors is not high. Think that the work of college
counselors is very important in 20.4%, that the work of college counselors is more
important than 36.5%, that the work of College Counselors in general and the following
43.2%. In Colleges and universities, the importance of leadership to teaching is generally
higher than the degree of attention to the work of counselors. Although most colleges and
universities believe that the work of counselors is indispensable, but when the school has
a major policy choices and development choices, the work of the counselors are always
pushed or ignored. Secondly, the other administrative departments of the education and
ideological understanding of the work of counselors is not enough, it does not recognize.
Most departments believe that the instructor is only responsible for the implementation
of the Department’s work arrangements, the implementation of good, good is effective,
and does not require the work of innovation. Again, full-time teachers, work of counselors
there discrimination that instructors lack of professional theory and ability to conduct
scientific research and teaching research, as long as the discipline of students do a good
job is effective. In addition, although the state policies and regulations of teachers and
administrators have dual identity, but in many colleges and universities, counselors are
excluded from the teachers, a lot of relevant treatment and policy cannot enjoy.
evaluation number percentage

Fully qualified 156 26%
Basic competence 384 64.8%
Barely qualified 50 8.55%
Not competent 4 0.65
Table 5 – Counselors’ self-evaluation
56 RISTI, N.º E5, 07/2016

4.2. Factors affecting the effectiveness of College Counselors’ work

The effectiveness of the work of college counselors plays an important guiding role
in promoting the growth of college students, maintaining the stable development of
colleges and universities. But due to the influence of subjective and objective factors, the
effectiveness of counselor work haven’t been fully implemented, did not fully play its role
as the core of Ideological and political education, did not obtain the development level
and status and teaching the same. Through investigation and analysis, the reasons that
influence the effectiveness of the work of college counselors mainly include: subjective
factors of counselors’ professional value orientation, education, personal qualities, etc.;
the execution of national policies, counselor team management and counselor career
development system, objective factors. The objective factor is the key to determine the
effectiveness of college counselors’ work at present. Subjective reasons as the lack of life
value orientation of higher vocational attitude, value orientation is refers to the subject of
value based on his view in the face and deal with all kinds of contradictions, conflicts and
relations to basic value of the position, attitude and value and the basic value orientation.
The overall value of student work concept is to “educating people” as the ultimate goal.
The survey data show that the positive effectiveness of counselors occupation attitude and
related work. The subjective is more willing to engage in the occupation of the effectiveness
of counselors’ work satisfaction is higher. Among them, “very happy” to choose the
occupation counselors, 83.3% of people said it was “very satisfied or satisfied with my job”.
“Not willing” or “very happy” to choose this occupation counselor, only 11.1% of people
said it was “satisfactory” in their work, feel very satisfied with the people there. Thus, the
subjective value orientation of counselors is an important factor affecting the effectiveness
of counselors’ work. From this investigation can see that most of the counselors targeting
education is relatively low (see Table 6), completely ignore the education uniqueness
of counselor work, did not distinguish between Counselors and other teachers in the
educational function of the difference. The most fundamental reason lies in the fact that the
target of the counselor education deviates from the highest level of educational philosophy.
sort goals number percentage

1 Let students have mental health 233 43.1%
2 Let students become law-abiding people 117 21.7%
3 Let students become knowledgeable people 109 20.2%
4 Let students have good moral quality 68 12.6%
5 Let students to set up the lofty ideal of communism 12 2.2%
Table 6 – Educational goal orientation of Counselors

Counselor’s personal accomplishment structure is not perfect, a person’s quality
performance in many aspects, mainly through the individual in life, work and other
aspects of behavior and way of doing things. The personal qualities, which are the most
closely related to the effectiveness of the instructors, include ideological and political
quality, moral quality, psychological quality, knowledge theoretical quality, ability
quality and physical quality. Stress quality has been put in the most important position,
and the counselors’ Ideological and political quality, moral quality, psychological quality
and other personal qualities have not received more attention, no better performance
RISTI, N.º E5, 07/2016 57

of the actual value. Counselors individual quality structure is not perfect, resulting
in counselor in philosophy, education methods and personality exist certain defects,
concept of value for students of education and training of the impact and effectiveness of
counselor work difficult to achieve the essential purpose of education.
The objective reason is the key to the effectiveness of College Counselors’ work at
present. It can be said that the constraints of the objective factors lead to the generation
of subjective factors. Among them, the most important of the three objective reasons is
staffing and future career development of counselor of the division of responsibilities and
counselors. Staffing imbalance leads to low work efficiency, college counselors personnel
equipped with low proportion, counselors with number of students overall side. As can be
seen, the number of students with 92% of the counselors does not meet the requirements,
the number of people outside the Department of education. And the number of students
with too much, will inevitably affect the effectiveness of education and management of
counselors, and reduce the effectiveness of the work of counselors. Survey shows that
the number of students and counselors work effectiveness was negatively correlated.
Among them, with 200 students under the counselor to work effectively said “very
satisfied” or “more satisfied” accounted for 76%, said “dissatisfied” or “very dissatisfied”
0; with more than 500 students counselors to work effectively expressed “very satisfied”
or “relatively satisfied” with the proportion as 23.2%, expressed “dissatisfied” or “very
dissatisfied” proportion was 17.7%. As can be seen, with the increase in the number
of students, the effectiveness of counselors work is gradually reduced, the number of
students is an important factor affecting the effectiveness of the work of counselors.
The core function of the instructor is to cultivate students’ Ideological Education
and ability, to guide students to establish a correct world outlook, outlook on life and
values. But the survey found that the time distribution of the daily work of counselors
deviated from the core functions, resulting in a functional alienation. In this survey,
the distribution of weekly working hours of the counselors were classified and sorted,
as shown in table 7.

1 Managing student affairs 318 44.3%
2 Administrative affairs 183 17.5%
3 Students ability training 136 14.6%
4 Ideological Education 105 13.3%
5 Psychological counseling 132 8.1%
6 Learning Guide 65 5.2%
Table 7 – Daily work order of Instructors

Instructors engaged in too much work, have no time to take into account the student’s
ideological and political education, psychological education, career planning guidance, such
as the core work. This not only resulted in the alienation of the work of the counselors, but
also affected the effectiveness of the work of counselors. Survey shows that in the student
management affairs and administrative work of counselors, on the effectiveness of the
said satisfactory ratio were 48.6% and 26.2%, expressed not satisfied with the proportion
58 RISTI, N.º E5, 07/2016

of 9.9% and 39.9% respectively; while the time spent in the students of Ideological and
political education and ability training instructor, expressed on the effectiveness of the work
satisfaction rates were 61.2% and 62.3%, The proportions of the expressed dissatisfaction
were 4.1% and 2.1% respectively. It can be explained that the reasonable distribution of
the daily working hours and the correct exercise of their work responsibilities are the key
to the effectiveness of the counselors’ work. From the order of table 8, we can see that the
most hope for the reform of the mechanism is also the main objective difficulties faced by
college counselor’s work. Therefore, to fundamentally improve the effectiveness of the work
of counselors, the reform of the management system for counselors, to create a clear and
smooth development of the mechanism is the key.

1 Scientific division 355 21.9%
2 Improve work treatment 322 19.9%
3 career development mechanism 278 17.2%
4 Increase training opportunities 259 16%
5 Clarify the job responsibilities 153 9.4%
6 Enhance the value identity 149 9.2%
7 Strengthen examination management 63 3.9%
8 psychological counseling courses 40 2.5%
Table 8 – Content of school reform
5. Conclusions
In order to improve the effectiveness of counselors’ works, we need to improve the
quality of the subjective and the objective of the management system. On the one hand,
instructor to improve the effectiveness of self-work, set counselors undertaking the value
pursuit of the ideal, the pursuit of external urge to internalize the occupational interest
and value; on the other hand, a clear, scientific management system and professional
development mechanism, do “management guide, management development. Effective
ideological and political educators and educational objects should have the effectiveness
of including potential energy, kinetic energy dimension two dimensions. Embodied
in dimensional potential energy efficiency of the ideological and political education of
Ideological and political education in the strong subject consciousness, cause of the
ideological and political education work and sense of responsibility, kinetic energy
efficiency as a concrete manifestation of the ideological and political education of political
accomplishment, personality, theoretical preparation, teaches education practice ability.
Therefore, to enhance the effectiveness of counselors work, the first is to start from the
two dimensions of the potential energy and the kinetic energy dimension.
First of all, school should establish the career of the career concept. Through publicity,
strengthen the sense of responsibility and sense of mission counselors, counselors to
enhance the cause of loyalty. Secondly, enhance the professional interests and the sense
of happiness, and create an atmosphere of recognition and respect for the instructor
in the school. In the policy formulation should respect the opinions of the Counselor
RISTI, N.º E5, 07/2016 59

Group, in the work to affirm the value of the work of counselors and results, so that the
instructor group in the school has a sense of status and honor. To implement flexible
management, strengthen the humanistic care of the instructor. We should actively expand
the development platform for counselors, to provide a chance to show self talent, realize
the value of self, so that the counselor to obtain a lasting career happiness. Secondly,
in order to improve the teaching practice ability of counselors to create ways. Through
the activities of external communication, business learning and training, counselors
and other ways to strengthen the training of counselors and other ways to expand the
exchange of counselors. Again, relieve the pressure of the counselor’s career. Through
the organization investigation, establishment of counselor club, carry out the campus
cultural activities, organization experience the outdoor type development activities and
counselor forum and Sharon and other ways to carry out, for counselors provide diverse
relieve pressure and emotion regulation of the platform.
References
Alavi, M. (2012). The Challenges of High School Counselors in Work Place Original.
Procedia - Social and Behavioral Sciences, 46, 4786–4792.
Anand, K. (2010). Context-general and Context-specific Determinants of Online
Satisfaction and Loyalty for Commerce and Content Sites. Journal of Interactive
Marketing, 24, 222–238.
Carrell, S., Hoekstra, M. (2014). Are school counselors an effective education input?
Economics Letters, 125, 66–69.
Catts, Z. (2015). Certified Genetic Counselors: A Crucial Clinical Resource in the
Management of Patients with Suspected Hereditary Cancer Syndromes. Surgical
Oncology Clinics of North America, 24, 653–666.
Huang, Z., Benyoucef, M. (2013). From e-commerce to social commerce: A close look
at design features. Electronic Commerce Research and Applications, 12, 246–259.
Khansa, R. (2015). Teachers’ Perceptions toward School Counselors in Selected Private
Schools in Lebanon. Procedia - Social and Behavioral Sciences, 185, 381–387.
Mastroleo, N. R., Turrisi, R. (2010). Examination of posttraining supervision of peer
counselors in a motivational enhancement intervention to reduce drinking in a
sample of heavy-drinking college students. Journal of Substance Abuse Treatment,
39, 289–297.
Michel, L., Mohammad, R. (2012). The effects of social media based brand communities
on brand community markers, value creation practices, brand trust and brand
loyalty. Computers in Human Behavior, 28, 1755–1767.
Sá, F., & Rocha, Á. (2012). Definição da arquitetura de informação em organismo da
administração pública local. RISTI-Revista Ibérica de Sistemas e Tecnologias de
Informação, (10), 51–64.
Sabella, R. (2010). School counselors perceived importance of counseling technology
competencies, Computers in Human Behavior, 26, 609–617.
60 RISTI, N.º E5, 07/2016

The Influence of Strategic HRM on Enterprise

Performance based on Online Survey and Data Mining
Shuxia Wang 1,2
szxywangshuxia@163.com
1
School of Management Engineering, Suzhou University, Suzhou city, Anhui province,234000, China
2
School of Management, University of Science and Technology of China, Hefei city, Anhui province,
230026, China
Pages: 61–70
Abstract: With the development of information technology, data mining

technology is widely used in business survey and analysis. In this paper, the author
analyzes the influence of strategic HRM on enterprise performance. By using
structural equation method, the result shows that strategic HRM has positive
influence on enterprise performance, the path coefficient is 0. 546. At the same
time, staff training and the implementation of the performance salary is played the
adjustment effect. In conclusion, human resource is the carrier of innovation; the
strategic HRM can make the enterprise obtain the humans that meet the strategic
target and then produce the innovation performance.
Keywords: Data mining, strategic HRM, structural equation, employee training
1. Introduction
With the development of human resource management practice, management scholars
and practitioners pay more and more attention to the strategic value of human resources
(Jenster,1999; Zafar, 2013). Due to the acquisition, development and retention of human
resources is embedded in the unique history and culture of the enterprise, so it is the source
of enterprise’s unique competitive advantage. In order to realize the strategic value of
human resources, the management and operation of human resources must have a strategic
orientation, the enterprise needs to carry on the strategic human resources management
(David, 1997; Stone, 2015). Martell and Carroll in the 89 Fortune 500 companies in the
process of research found that 40% to 69% subsidiaries of the human resources department
to a certain extent, involved in the process of enterprise strategic management. Strategic
human resource management has always been an important issue in the research of human
resource management. The research shows that strategic human resource management
can improve the performance of the enterprise by cultivating the employee’s behavior in
line with the requirements of the organization strategy, promoting the employee’s behavior
consistent with the organization’s goal (Gree, 1999; Pereira, 2015).
Strategic human resource management will change the characteristics of enterprise
employees and shape the enterprise innovation culture, in order to improve the
RISTI, N.º E5, 07/2016 61

The Influence of Strategic HRM on Enterprise Performance based on Online Survey and Data Mining
enterprise’s knowledge creativity, and thus improve the enterprise performance.

Strategic human resources management will be effective in the management of human
resource management and enterprise strategy to match the formation and development
of enterprise culture within the enterprise, and thus enhance the performance of
enterprises (James, 2013; Nagendra, 2014). Research shows that human resource
is the carrier of innovation, the strategic human resource management can make
the enterprise obtain the human resources that meet the strategic objectives of the
enterprise to carry on the enterprise innovation, and then produce the innovation
performance. Strategic human resource management will be in the enterprise interior
create innovative atmosphere, motivate employees to assume more risk and implement
positive “active” market, such as research and development strategy, promote the design
and implementation of internal corporate entrepreneurship strategy, build long-term
competitive advantage of enterprises (Hussain,2007). Based on the study of system
theory that different institutional environment, the influence degree of the enterprise
strategic human resource management of enterprise performance different, unfair
competition environment will hinder the strategic human resource management on firm
performance have positive effects and the support environment significantly strengthen
the strategic human resource management and enterprise performance between role
in promoting. On the basis of existing research, this study through career development
and employee training plan, performance salary, temporary staff management, and
other typical employee participation in management practice to examine the influence
of strategic human resource management on enterprise performance mechanism.
2. Data mining and prediction

2.1. Data mining
In the complex target, the analysis of massive data sets, there is no ready-made and can
meet the conditions of the general theory of the method of calculation. However, the neural
network has a great advantage in the ability of the high bearing capacity of the noise data
and the ability to classify the training data. Therefore, it is feasible and necessary to design
a data mining method based on neural network, and to use it in real world problems.
Artificial neural network can be used in data mining classification, clustering, feature
mining, prediction and pattern recognition and so on. Therefore, artificial neural network
plays an important role in data mining, the neural network hierarchy as shown in figure 1.
Figure 1 – The neural network hierarchy
62 RISTI, N.º E5, 07/2016

Neural Network Artificial has a strong computing power. First of all, there is a huge
parallel distributed structure; secondly, it has the ability to learn and the resulting
induction. Data mining refers to the process from a large number of incomplete, noisy,
fuzzy, random data, extracted implicit in which people do not know in advance, but also
potentially useful information and knowledge of the process. It is an effective means
of knowledge discovery. Discovered knowledge not only can be used for information
management, query optimization, decision support, process control, etc., but also can
be used for the maintenance of the data itself.
Figure 2 – data mining process
2.2. Data prediction

During the process of data mining, data mining is the core content of the whole process:
•• Classification and prediction: tutor supervision learning to find a group
to be able to describe the data collection of the typical characteristics of the
model, in order to be able to classification and recognition of unknown data
belongs to a category is unknown cases mapping to a discrete categories. The
main representation methods include: classification rules, decision trees,
mathematical formulas and neural networks.
•• Clustering analysis: unsupervised learning methods, according to the
different aggregation between internal data object of maximizing the similarity,
and the aggregation minimizing the similarity between objects “as the basic
clustering analysis principle, the clustering analysis of data object is divided into
several groups. Each cluster analysis to obtain the group can be considered for a
similar don’t belong to the set of data objects, further from the same data set, and
can obtain the corresponding classification prediction model (rules) through the
classification study. In addition, a hierarchical model of the initial data set can
be obtained by the repeated clustering analysis of the obtained clustering group.
•• Outlier analysis: the analysis of isolated point data, in which the data is
usually excluded from the data mining analysis of data mining analysis of
the data.
RISTI, N.º E5, 07/2016 63

Figure 3 – Data prediction based on GMDH Shell
3. Research assumption
Huselid put forward some of the human resource practices known as “best practices”
are often superior to other human resource practices, thus promoting the improvement
of organizational performance. Employees are actively involved in the organization
of the business to expand the autonomy of employees, by stimulating their internal
needs to increase the input of employees. So let employees to participate in enterprise
management practice, improve the activities of the enterprise strategic participation
degree and its ability, so as to make the enterprise by improving the effectiveness of
strategic management of strategic human resources management are the effective
supplement. When the enterprises to carry out the strategy of the new human resources
by allowing employees to participate in the decision-making process, and let them know
the organization’s current business information to improve the staff to the acceptance
of the new HR strategy and investment. Trade unions participate in the sharing of
detailed information about strategic decisions made by employers and employees to
work together to improve performance. Career development and training opportunities
can help employees acquire the ability to implement strategies. Performance based on
personal interests and the company aims to motivate employees to achieve the strategic
objectives of human resource management. There are many temporary jobs (for example,
contract workers and temporary workers) in the enterprise, the cooperative relationship
between temporary and regular employees is the key to the effective implementation
of strategies. Therefore, we think that a variety of typical let employee opportunity
to actively participate in management practice, such as union participation, career
development and staff training plan, pay for performance, temporary staff management
etc., strategic human resources management more efficiency. But given to Chinese
enterprises especially private economies, trade unions are often non-existent, even in
large state-owned unions are often just collective activities of the organizers or material
welfare payment, trade unions to participate in the formulation of the strategy of the
64 RISTI, N.º E5, 07/2016

possibility is very small, so we will mainly discuss the career development and staff
training plan, pay for performance, temporary staff management three typical employee
participation in management practice activities can be of assistance in strategic human
resource management play effectiveness and impact on enterprise performance.
3.1. Career development and employee training program

Enterprise’s unique human capital is the fundamental source of competitive advantage.
In order to cope with the changing environment and gain sustainable competitive
advantage, enterprises must develop flexible human capital to quickly adapt to the
possible occurrence of enterprise strategic change. Career development plans to expand
the capacity of employees, to provide support for career development. Employee training
programs give employees the opportunity to acquire skills and knowledge to improve job
performance. Through career development and employee training programs, employees
are exposed to a wide range of knowledge and perspectives, so that they are no longer
resistant to change, and more willing to accept new knowledge and creative approaches.
In this regard, the rich career development and staff training extended the can be
used for the implementation of the strategy of human resources, and help enterprises
to flexibly adjust the human resource to meet various strategic demand. Therefore,
career development and employee training programs can expand the positive impact of
strategic human resource management on firm performance.
Hypothesis 1: employee career development and training programs will enhance the
positive impact of strategic HRM on firm performance.
3.2. Career development and employee training program

Enterprise’s unique human capital is the fundamental source of competitive advantage.
In order to cope with the changing environment and gain sustainable competitive
advantage, enterprises must develop flexible human capital to quickly adapt to the
possible occurrence of enterprise strategic change. Career development plans to expand
the capacity of employees, to provide support for career development. Employee training
programs give employees the opportunity to acquire skills and knowledge to improve job
performance. Through career development and employee training programs, employees
are exposed to a wide range of knowledge and perspectives, so that they are no longer
resistant to change, and more willing to accept new knowledge and creative approaches.
In this regard, the rich career development and staff training extended the can be
used for the implementation of the strategy of human resources, and help enterprises
to flexibly adjust the human resource to meet various strategic demand. Therefore,
career development and employee training programs can expand the positive impact of
strategic human resource management on firm performance.
Hypothesis 2: employee career development and training programs will enhance the
positive impact of strategic HRM on firm performance.
3.3. Temporary staff management

In recent years, some studies have pointed out that temporary employees can also
become strategic assets of enterprises. It is considered that the enterprise should
RISTI, N.º E5, 07/2016 65

adopt different modes and strategic use of human resources in different modes of
employment. They believe that there are two models for the management of temporary
employees: temporary employment contracts and alliances. In temporary employment
contract mode, if the enterprise human resource and is not very important or unique,
enterprises can consider hiring highly skilled contract workers, because hire their
costs may be relatively low, also the on-the-job employees formed competitive threat,
motivate them to work hard and improve their work performance. In the alliance mode,
enterprises and temporary employees to establish a partnership, so that their expertise,
knowledge and specific results for the enterprise. Anyway, temporary workers can
provide enterprises with professional skills and knowledge, some possible formal
internal staff do not have, so to the enterprise has very high value, has formed the
effective supplement of enterprise knowledge and capacity of the system. Therefore, it
can help enterprises to gain competitive advantage, improve enterprise performance,
and the cooperation of temporary employees, in turn, and support the implementation
of human resources strategy.
Hypothesis 3: temporary staff management system will enhance the positive impact
of strategic HRM of the enterprise performance.
4. Empirical analysis
4.1. Study sample characteristics
The sample of this study comes from 1245 enterprises in the eastern, central and
western cities of the city, and a total of 1245 questionnaires were issued to 100
enterprises. The questionnaire was completed by the person who is familiar with the
development situation of the enterprise and the development of the industry. A total of
1027 questionnaires were recovered. The recovery rate was 82.49%, and the effective
questionnaires were 874, and the effective rate was 85.10%. The measurement of the
variable is a part of the five stage of the use of the Li G. In order to ensure the validity
and reliability of the measurement, the study was carried out on the basis of a small
sample survey. As table 1 shows, strategic human resource management, including six
items and the scale Cronbach’α reliability coefficient is 0.89; measurement of temporary
staff management includes four items. The scale Cronbach’α reliability coefficient is
0.87, career development and staff training is the average number of enterprises with
formal employee participation in the career development and staff training project;
performance pay schemes is formal employees of the enterprise performance wages
accounted for the average proportion of the total wages; enterprise performance is
mainly used to measure business profits.
4.2. Research results

Firstly, the path coefficient of each variable is obtained by the method of structural
equation analysis. As shown in Table 2, strategic human resource management, career
development and staff training programs, performance pay, temporary employee
management have significant positive impact on enterprise performance. The hierarchical
regression analysis method was used to verify the hypotheses. Career development
and staff training plan, pay for performance, temporary staff management to strategic
66 RISTI, N.º E5, 07/2016

variable Survey item Reliability

coefficient
Human resource management closely with enterprise strategy
HRM has a great influence on the development of enterprise
Strategic strategy.
human
Human resource managers will greatly affect the decision making 0.89
resource
of enterprise CEO
management
HRM supports the realization of the strategic objectives
Has taken effective measures to ensure the coordination of HRM
Establish a complete management system for temporary
employees
Temporary Will establish a detailed management file for temporary staff 0.87
employees
Arrange appropriate training for temporary staff.
Performance evaluation of temporary employees
Table 1 – Variable measurement and reliability of measuring
human resource management and enterprise performance influence the effectiveness of

regulation by using the proposed by Baron regulated utility model validation procedures
to verify. Because of the difference between the different variables, the numerical
interval is not a, so we need to carry on the standard treatment of all variables before the
adjustment effect analysis is carried out. The min-max Standardization for moderating
effects of judgment is divided into the following two steps: first, the direct with existing
variables the dependent variables to make the regression analysis (model M1); then,
through the predefined variables and moderating variable is calculated by multiplying
a factor interaction, which is added to the independent variables for regression analysis
(model M 2). If the R2 value of the model M2 is greater than the R2 value of the model
M1, and the independent variables and the interactive factor regression coefficients are
significant, then the regulation effect exists; if not, it does not exist at the same time.
Relationship Path coefficient Significant degree

Strategic human resource management→ 0. 546 significant
enterprise performance
Career development and employee training → 0. 417 significant
business performance
performance-related pay→ 0. 412 significant
firm performance
Temporary employee management→ 0. 389 significant
enterprise performance
Table 2 – Influence coefficient between variables

Career development and staff training effectiveness of regulation analysis results are
shown in Table 3, increase the amount of R2 is 0. 32. At the same time, independent
variables and interaction factors were significant in the 0.05 confidence level. Therefore,
career development and staff training have positive influence on strategic human
RISTI, N.º E5, 07/2016 67

resources management and firm performance relationship exist utility regulation,

hypothesis 1 was verified.
regression model
independent
variables M1 Regression coefficient M2 Regression coefficient
and T value and T value
① Strategic HRM 0. 554(9. 28) ** 0. 332(6. 56)*
②career development
0. 467(8. 76) ** 0. 196(5. 76) *
and employee training
①×② 0. 132(5. 54)
R2 0. 23 0. 55
addition of R2 0. 32
Table 3 – Career development and employee training regulation effectiveness
The implementation of performance pay program regulated utility analysis results are
shown in Table 4, increase the amount of R2 is 0. 2. At the same time, independent
variables and interaction factors respectively significant at 0.01 and 0.05 confidence
levels. Therefore, performance pay program implementation of strategic human
resources management and firm performance positively related to regulate the utility,
hypothesis 2 was verified.
regression model
independent
①Strategic HRM 0. 536(9. 58) ** 0. 326(8. 64)**
②Merit pay 0. 401(4. 64)* 0. 208(5. 11)*
①×② 0. 129(4. 99) *
R2 0. 32 0. 52
Table 4 – Merit pay adjustment utility validation

Temporary staff management system regulated utility analysis results are shown in
Table 5, increase the amount of R2 is 0. 23. At the same time, independent variables
and interaction factors respectively at 0.01 and 0.05 confidence level significantly.
Therefore, temporary staff management system of positive influence relationship of
strategic human resource management and enterprise performance has a moderating
effect, hypothesis 3 was verified. Due to the assumption that 1, supposing 2 and
3 have been verified. Therefore, career development and staff training plan, pay for
performance, temporary staff management’s positive influence on strategic human
resource management and corporate performance relationship exist utility regulation.
At the same time, we can see the career development and staff training plan, pay for
68 RISTI, N.º E5, 07/2016

performance, temporary staff management of the effectiveness of regulation size, the

career development and training programs for staff, temporary staff management time,
pay for performance plan minimum.
regression model
independent
①Strategic HRM 0. 579(8. 98) ** 0. 309(8. 85)**
②Temporary staff
0. 452(5. 32)* 0. 186(3. 33)
management
①×② 0. 119(5. 62) *
R2 0. 26 0. 49
Table 5 – Temporary staff management
5. Conclusion
Human resource is the core strategic resource of the enterprise, and the enterprise human
resource management activities should be integrated into the enterprise management
strategy. However, the strategic human resources management activities are not in any
situation can effectively play a role in the enterprise human resources strategy is not in
any situation can be effectively implemented. As is known to all, without the support of
employees and investment, strategic enterprise human resource management activities
are difficult to implement. Strategic human resource management is more able to exert
its effectiveness in the context of the employee’s active participation. Although strategic
human resource management literature let us realize the human resources management
into the strategic management of enterprise value, but the integration of human resource
management and the strategy of the enterprise to enhance the study on the mechanism
of enterprise performance is relatively small.
This study first of strategic human resource management promotion mechanism of
enterprise performance are discussed, think three activities of career development and
staff training plan, pay for performance, temporary staff management let employees
to participate in the decision of enterprise management, is a potential regulator of the
relationship between strategic human resource management and enterprise performance.
Then on our country enterprise human resources management activities were investigation,
empirical validation of the theoretical data to obtain the subjective and objective view
of, found strategic human resource management, career development and staff training
plan, pay for performance, temporary staff management will have a positive impact on
enterprise performance. At the same time, career development and staff training plan,
pay for performance, temporary staff management’s positive influence on strategic human
resource management and corporate performance relationship existing utility regulation,
the career development and training plan for employees regulated utility maximization,
and temporary staff management time, pay for performance plan are minimal.
RISTI, N.º E5, 07/2016 69

Acknowledgments
The work of this paper is supported by colleges’ outstanding young talent support
program in Anhui Province (Grant No.2014SQR03); and Suzhou University Bid
invitation project of the integration of urban and Rural Research Center in north Anhui
province (Grant No.SK2015A185). Suzhou University academic technical backbone
project (2016XJGG05).
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decision. Academy of Management Executive.13, 85–96.
Hussain, Z., Wallace, J. (2007). The use and impact of human resource information
systems on human resource management professionals. Information &
Management, 44, 74–89.
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70 RISTI, N.º E5, 07/2016

Asymmetric Effect of Energy prices on Energy Saving

and Emission Reduction based on Dynamic panel
GMM Test
Hua Peng 1,2
hi3223222@tom.com
1
College of Economics and Trade, Hunan University, Changsha 410079, China
2
College of Economics and Trade, Hunan University of Commerce, Changsha 410205, China
Pages: 71–83
Abstract: Building the energy price system which reflects the scarcity of resources
under the background of energy saving and emission reduction has important
theoretical and practical significance. In this paper, we can reflect the scarcity of
energy by measuring the shadow price of energy, then based on the data of 35
industrial sectors, we make an test of the asymmetric effect of energy prices on
energy saving and emission reduction through green technological innovation
and industrial structure adjustment. The results show that, energy shadow price
is conducive to promoting energy conservation and emission reduction, but the
different forms of energy shadow price have different effects on energy conservation
and emission reduction. Green technology innovation can be inspired by energy
shadow prices to reduce energy consumption and pollution, but the path blocks
through the “regulation” effect of the industrial structure to promote energy-saving
emission reduction. The effect of the relative price of energy on energy saving and
emission reduction is not significant, and it is Failure to effectively encourage
enterprise green technology research and development and optimization of
industrial structure, which reflects the defect of non-market pricing mechanism.
Keywords: Energy price, energy saving, dynamic panel GMM, asymmetric effect,
empirical analysis
1. Introduction
Energy saving and emission reduction is an important content of “13th Five-Year” plan,
but also the key to the sustainable development of economy China. The development of
China’s industrialization has long relied on the resource type growth path, which takes
the leading position in the industrial growth mode characterized by high investment,
high energy consumption, high emission, low quality, low efficiency and low output.
However, this extensive industrial growth model leads to a large number of resource
consumption and serious environmental pollution, pollution emissions and resource
consumption has been approaching the limit of environmental carrying capacity. China
is already the world’s largest consumer of energy and carbon dioxide emissions, the
international emission reduction pressure is increasing. 2015, Beijing, Tianjin and
RISTI, N.º E5, 07/2016 71

Asymmetric Effect of Energy prices on Energy Saving and Emission Reduction based on Dynamic panel GMM Test
serious fog and haze events highlight the urgency of environmental pollution control,
energy conservation and sustainable development is imminent. November 2015 China
government in the climate conference in Paris on commitment, by 2030, China’s per
unit GDP carbon dioxide emissions compared to 2005 decreased 60% - 65%, and
incorporated into the “45” planning energy-saving binding emission reduction targets.
Therefore, through energy conservation and emission reduction to promote the
transformation of industrial growth mode and sustainable development is the inevitable
way of China’s economic development.
The existing research literature on relationship between energy prices and energy
conservation and emissions reduction mainly focused on energy prices and energy
consumption, energy efficiency and energy prices and the relationship between the
environmental pollution. Energy prices and energy consumption, energy efficiency
aspects, Birol (2000) found through economic means to increase energy prices can
improve energy efficiency and to reduce energy intensity; Fisher-Vanden (2004) from
the effects of the micro level of energy prices. The results showed that energy source
price rise is China’s energy intensity decreased the driving reason, energy prices
contributed to the high rate of 54.4%; Sue (2008) research energy prices rise in the
long term it will induce technological innovation, so as to reduce energy intensity. Fan
(2012) study changes in energy prices and the embodiment of the technical progress
and non-reflected type technical progress of China 33 industry energy intensity
effect, the study found that rising energy prices and its embodiment of technological
progress to reduce the energy intensity of China’s most industries. The results show
that the price of energy relative index by regulating energy efficiency to reduce energy
consumption. Wang (2014) analyzes energy prices on energy efficiency, the results show
that increase energy prices do help to improve the energy efficiency, but only the price
of energy enough high to energy efficiency have a significant impact. Energy prices
and environmental pollution, James (2007) research that changes in energy prices to
encourage energy production activities of the industry less investment while suppressing
the energy put into the production activities in more industries, through the adjustment
and optimization of the economic structure to reduce the pollution of the environment.
Marklund (2007) found that the shadow price mechanism to reduce carbon dioxide
marginal abatement cost, through the economic loss computation reduction pay, on the
use of policies and measures to reduce carbon dioxide emissions and achieve energy
saving and emission reduction. Lin (2013) study found that energy prices distort the
energy efficiency of China to enhance, reduce the energy exploitation and production
of enterprise enthusiasm, thereby increasing environmental pollution, resulting in haze
weather. Leng (2016) study the relationship between energy price distortions and haze
pollution, the results show that energy price distortions have a positive impact on the
haze pollution. The existing relevant literature to clarify the relationship between energy
prices and energy saving and emission reduction provides a useful reference, but there
are three aspects of the problem is worth the improvement and expansion. The energy
prices to measure and relevant literature basically with fuel and power purchase price
index to represent the energy prices, but this measure is difficult to reflect the scarcity of
energy and environmental costs, the existing literature constructed the reflected energy
scarce areas of the energy shadow price, but the paper extends to the industry level, did
72 RISTI, N.º E5, 07/2016

not effectively distinguish and consider the heterogeneity effect on the energy shadow
price (Jie, 2014; Pereira, 2015).
2. Measurement system of energy shadow price

2.1. Research methods
In this paper, we use DEA technology to calculate the energy shadow price to reflect the
scarcity of energy and environmental costs, thus improving the existing energy relative
price system. Shadow price is not the actual market price, but a kind of calculating price.
Energy shadow price is based on the optimal state of energy allocation and reflects the
real value of the energy price, which is conducive to the existing energy price distortion
correction. Assume that the production system has M decision making units (DMU),
each DMU with energy input E and other N X = [ x1 , x2 ,, x N ] inputs, the production
of S kinds of output Y = [ y1 , y2 ,, yS ]. If the production possibility set meets the
boundedness and convexity, the combination of the weak and the combination of the
weak and the strong can be disposed, using the data envelopment analysis (DEA), the
production technology can be modeled as: T = {Y |( E , X )} ∈ R M . T is the production
technology, said to use input E and X to produce Y. The input directed distance function
is expressed as a technical constraint:
µ1γ 1 + µ2γ 2 (1)

Max
s.t. {Y |( E (1 − γ 1 ), X (1 − γ 2 )} ∈ R M (2)
The assumption PY is that the output of the price vector, PE is the energy of the price
vector, PX is the other input price vector. The decision DMU is to maximize the profit
maximization goal:
Max PY Y − PE E − PX X (3)
s.t. D {Y |( E (1 − γ 1 ), X (1 − γ 2 )} = 1 (4)

To solve the problem of maximizing the profit, the Lagrange function is:
Max PY Y − PE E − PX X + λ ( D {Y |( E (1 − γ 1 ), X (1 − γ 2 )} − 1) (5)
Energy can be obtained by solving the first-order conditions relative shadow price is:
PE ∂D {Y |( E (1 − γ 1 ), X (1 − γ 2 )} / ∂E
=− (1 − γ 1 ) (6)
PY ∂D {Y |( E (1 − γ 1 ), X (1 − γ 2 )} / ∂Y
RISTI, N.º E5, 07/2016 73

Assuming that PY = 1 the absolute shadow price of energy can be obtained at this time:
∂D {Y |( E (1 − γ 1 ), X (1 − γ 2 )} / ∂E
PE = − (1 − γ 1 ) (7)
∂D {Y |( E (1 − γ 1 ), X (1 − γ 2 )} / ∂Y
Values γ 1 obtained by solving the linear programming, which λi represents the cross-
M
sectional observation values of the weights, if ∑λ
i =1
i = 1 that variable returns to scale
(VRS), if λi ≥ 0 and remove the weight and constraint of the said returns to scale
invariant (CRS).
Max µ1γ 1 + µ2γ 2 (8)
M M
∑λ Y
i =1
i i ≥ Y ; ∑ λi Ei ≤ E (1 − γ 1 ); (9)
i =1
M M
∑λ X
i =1
i i ≤ X (1 − γ 2 ); ∑ λi = 1;λi ≥ 0 (10)
i =1
2.2. Indicators and data

Related input and output indicators are selected as follows: 1). Labor input, select the
number of Industrial Enterprises above Designated Size to measure the annual average
number of employees; 2). terms of capital investment, the estimation of capital stock
is relatively complex, through the perpetual inventory method to measure capital
stock is the common measure, but the calculation results due to the depreciation rate
and the initial amount of capital is larger, obtained under different assumptions capital
stock differences. In addition, the China industrial economy statistical yearbook does
not provide 2009-2014 industry fixed assets net annual average balance of data, only
industry reports the net value of the fixed asset data, so this chapter to net value of
fixed asset in the end of the year and net value of fixed asset in the end of the year the
average value to replace; 3). In terms of energy inputs, the total energy consumption of
Industrial Enterprises above designated size is measured, and the conversion of standard
coal conversion to 10 million tons of standard coal; 4). in industrial production, because
energy consumption has obvious industrial intermediate inputs properties, this paper
chooses contains intermediate input cost of the total industrial output value, rather than
industrial added value of industrial output.
3. Study design and indicators

3.1. Model setting
According to the research topic, the energy price is divided into two parts: the shadow
price of energy and the relative price of energy, and considering the energy consumption
and environmental pollution:
74 RISTI, N.º E5, 07/2016

ESit | PI it = γ 0 + ϕYit −1 + γ 1 SPit + γ 2 SPMAX it + γ 3 SPRISit + γ 4 SPDESit + γ 5 SPit × ETit + γ 6 SPMAX it × ETit +

γ 7 SPRISit × ETit + γ 8 SPDESit × ETit + γ 9 SPit × ISit + γ 10 SPMAX it × ISit + γ 11 SPRISit × ISit +
γ 12 SPDESit × ISit + γ 13 X it + µi + ε it (11)
ESit | PI it = δ 0 + ϕYit −1 + δ 1 EPit + δ 2 EPMAX it + δ 3 EPRISit + δ 4 EPDESit + δ 5 EPit × ETit + δ 6 EPMAX it × ETit +
δ 7 EPRISit × ETit + δ 8 EPDESit × ETit + δ 9 EPit × ISit + δ 10 EPMAX it × ISit + δ 11 EPRISit × ISit +

δ 12 EPDESit × ISit + δ 13 X it + µi + ε it (12)
Among them, i is the industry, t for the year, µ1 said the industry individual effects, ε it
as a random disturbance. The econometric model (1) is used to test the non-symmetry
effect of energy shadow price to energy conservation and emission reduction, and
the two aspects of energy consumption and environmental pollution are respectively
expressed as the explanatory variables. Considering the continuity and the dynamic of
the explanatory variables, this paper also added a lag phase Yit −1 to construct a dynamic
panel model to test. SPit as shadow price of energy, but also take into account the non-
symmetric test of the need, the shadow price of energy decomposition, the distinction
between energy prices highest sequence SPMAX it , energy prices rose series SPRISit
and energy prices decline SPDESit in three types of sequence. Also for inspection and
energy prices and the green technology innovation, the adjustment of industrial structure
coordination mechanism of energy saving and emission reduction effect, this paper
set shadow price of energy and decomposition and green technology innovation ETit ,
industrial structure adjustment ISit of cross terms, to reflect the indirect impact on
energy saving and emission reduction. X it As control variables, this paper selected
two variables industrial value-added rate and the overall labor productivity measure,
to reflect the influence of industry heterogeneity factors. In addition, environmental
regulation ERit and technological innovation RDit as control variables.
3.2. Index data

The research object of this paper is the 35 industry in China, the time span is 2000-2014
years. The key variables of the indicators are as follows: (1) energy saving and emission
reduction. The energy saving and emission reduction is divided into ES and PI, energy
saving, energy consumption of unit industrial output value of energy consumption to
measure the degree of energy consumption, emission reduction and environmental
pollution comprehensive index to measure. Comprehensive index of environmental
pollution is according to industrial wastewater emissions, industrial waste gas emissions
and industrial solid waste production three aspects, using entropy method of objective
weight are integrated, and can more fully reflect the emissions of industrial pollutants.
(2) Energy prices. The energy price distinction for the energy shadow price (SP) and
energy relative price EP and SP with the second part, based on the DEA estimates the
energy shadow price said EP with the ratio of the energy index and output index of
price said the energy price index with fuel and power prices to construct the index to
replace, output price index for industrial products factory price index to replace and
RISTI, N.º E5, 07/2016 75

are converted as the base year unchanged price index. In addition, the energy shadow
price and energy relative price are decomposed into the highest sequence PMAX, rising
sequence PRIS and descent sequence PDES, the decomposition formula of the three
kinds of sequences is:
Pit = PMAX it + PRISit + PDESit , i = 1, 2, 3 N ,t = 1, 2, 3T (13)

= =
PMAX it MAX ( Pi0 , Pi1 , Pit ),t 1, 2, 3T (14)

t
PDESit = ∑ MIN {0,(PMAX ij −1 − Pij-1 ) − ( PMAX ij − Pij )},t = 1, 2, 3T (15)
j =1
The selection of intermediate variables and control variables are as follows: (1) green
technological innovation. Et considering undesirable outputs and based on SBM
model productivity indicator to measure input and output index choice of labor input,
capital investment, energy input and total industrial output, non-industrial CO2, SO2
and industrial cod selection of desired outputs. (2) industrial structure adjustment. IS
with the state-owned and state holding industrial enterprises accounted for more than
the total assets of industrial enterprises accounted for the proportion of total assets to
measure the impact of industrial property structure adjustment on energy saving and
emission reduction. (3) Dependent control variables. Industrial added value rate of RV
for the industrial added value and total industrial output value over the same period
ratio, overall labor productivity of LP for the industrial increase value and the average
number of staff and workers ratio, environmental regulation by the industry wastewater
and waste gas treatment operating costs and industrial gross output value of the ratio
measure, scientific and technological innovation in the industry science and technology
activities expenditures total accounted for the proportion of total industrial output value
to measure. All related data are derived from China’s industrial economic statistical
yearbook, China Environmental Statistics Yearbook, China Statistical Yearbook of
science and technology, and statistical yearbook of China.
4. Asymmetric effect test

4.1. Panel unit root and co integration test
This paper uses four methods of LLC test, IPS test, Fisher-ADF test and Fisher-PP test
to test the relative variables in the panel unit root test. Test results show that all the
variables of the level sequence are not in the four statistical tests at the same time rejected
the original hypothesis, indicating that the original sequence is not smooth. And all of
the variables of the first order differential sequence are at the level of 1%, rejected four
statistical tests of the original hypothesis, which shows that the first order difference is
smooth. Therefore, all of the variables of this paper are first order differential smooth I
(1), which can be tested by panel co integration test.
76 RISTI, N.º E5, 07/2016

Horizontal sequence statistics First order difference statistics

variable
LLC IPS ADF PP LLC IPS ADF PP
-2.735 3.235 45.612 50.720 -18.322 -10.17 216.82 289.35
ES
(0.003) (0.999) (0.988) (0.962) (0.000) (0.000) (0.000) (0.000)
explained variables
6.285 11.535 2.468 2.275 -9.358 -3.576 108.522 127.622
PI
(1.000) (1.000) (1.000) (1.000) (0.000) (0.000) (0.002) (0.000)
-3.126 2.096 60.536 67.215 -21.256 -11.675 240.123 270.998
SP
(0.002) (0.986) (0.785) (0.584) (0.000) (0.000) (0.000) (0.000)
explanatory variables
-29.075 -12.615 27.088 12.323 -35.535 -40.286 49.935 61.123
SPMAX
(0.000) (0.000) (0.007) (0.418) (0.000) (0.000) (0.000) (0.000)
-0.225 3.858 27.936 27.566 -7.443 -3.322 102.276 189.853
SPRIS
(0.358) (0.999) (0.944) (0.988) (0.000) (0.000) (0.000) (0.000)
-1.522 4.068 37.538 53.786 -18.224 -10.680 229.635 310.145
SPDES
(0.063) (1.000) (0.999) (0.935) (0.000) (0.000) (0.000) (0.000)
2.122 6.848 16.566 19.315 -23.862 -14.582 288.968 454.265
EP
(0.958) (1.000) (1.000) (1.000) (0.000) (0.000) (0.000) (0.000)
0.825 0.274 52.338 85.360 -17.572 -8.195 170.105 196.745
EPMAX
(0.795) (0.608) (0.750) (0.018) (0.000) (0.000) (0.000) (0.000)
-6.295 2.768 33.672 39.143 -13.486 -5.778 147.872 345.426
EPRIS
(0.000) (0.998) (0.999) (0.999) (0.000) (0.000) (0.000) (0.000)
-5.722 2.025 37.158 30.770 -17.442 -7.163 163.426 258.052
EPDES
(0.000) (0.988) (0.999) (1.000) (0.000) (0.000) (0.000) (0.000)
13.018 -1.792 82.588 253.116 -18.885 -15.122 299.686 527.226
ET
(1.000) (0.036) (0.145) (0.000) (0.000) (0.000) (0.000) (0.000)
-4.505 4.770 42.035 29.126 -16.536 -9.068 196.772 288.786
IS
(0.000) (1.000) (0.996) (1.000) (0.000) (0.000) (0.000) (0.000)
-0.032 -2.115 99.854 230.470 -17.852 -13.882 280.692 538.927
ER
(0.488) (0.018) (0.012) (0.000) (0.000) (0.000) (0.000) (0.000)
4.308 -0.116 47.578 98.035 -15.575 -7.368 175.105 361.828
RD
(1.000) (0.454) (0.984) (0.015) (0.000) (0.000) (0.000) (0.000)
control variable
-3.112 1.530 56.348 63.958 -11.192 -8.488 188.922 318.315
RV
(0.000) (0.936) (0.882) (0.680) (0.000) (0.000) (0.000) (0.000)
4.345 7.062 39.812 41.698 -9.235 -3.433 117.434 156.733
LP
(1.000) (1.000) (0.998) (0.998) (0.000) (0.000) (0.000) (0.000)
Table 1 – Panel unit root test

This paper uses panel co-integration test based on E-G two-step test pedroni and Kao
test, test results show that, although the rho-Statistic Panel and rho-Statistic Group
two statistics did not pass the significant test, but the other five statistics are at 5% levels
to reject the original hypothesis does not exist co integration relationship. Considering to
the sample interval belongs to the small sample, combined with the panel ADF-Statistic
and group ADF-Statistic shows that there exist co-integration relationship and Kao test
results also significantly declined the null hypothesis, show that there is a co integration
relationship between variables, energy prices on energy saving and emission reduction
of measurement estimation.
RISTI, N.º E5, 07/2016 77

Correlation statistics Statistic value Pvalue

Panel v-Statistic 2.665 0.003
Panel rho-Statistic 2.838 0.968
Panel PP-Statistic -4.935 0.000
Panel ADF-Statistic -4.008 0.000
Group rho-Statistic 5.427 1.000
Group PP-Statistic -9.836 0.000
Group ADF-Statistic -7.898 0.000
Kao ADF-Statistic -1.936 0.025
Table 2 – Panel co-integration test
4.2. Asymmetric effect estimates

In this paper, the dynamic panel system GMM estimation method is used to deal with
the problem caused by the lag phase of the explained variable, to test the non symmetry
effect of energy price to energy saving and emission reduction. It was found that the AR
(1) test and AR (2) test showed that there was a first order sequence correlation, but there
was no correlation of the two order sequences. At the same time, Sargan test results also
show that the tool variables selected in this paper are effective, and the measurement
model is reasonable. The coefficients of Y-1 are all over 0.8, and they are all significant
at 1% level, which indicates that the energy consumption and environmental pollution
have strong dynamic and continuity. In view of the large estimation coefficient of Y-1,
this paper uses the system GMM estimation method, which is more robust than the
GMM estimation method.Asymmetric effects of energy prices on energy consumption
estimation results show that the energy shadow price (SP) on the energy consumption
strength es have negative effects, and the estimated coefficient is significant, indicating
that the energy shadow price rise can reduce energy consumption intensity.
Energy shadow price relative price of energy
variable
Model 1 Model 2 Model 3 Model 4
Y-1 0.922***(110.98) 0.886***(494.80) 0.895***(57.35) 0.828***(57.25)
SP -26.538**(-2.40) -10.045***(-2.82)
SPMAX -26.516**(-2.42) -10.066***(-2.80)
SPRIS -26.535**(-2.40) -0.606***(-10.24)
SPDES 26.538**(2.40) 0.628***(10.25)
SP×ET -392.688*(-1.95)
SPMAX×ET -392.338*(-1.96)
SPRIS×ET -390.132*(-1.95)
SPDES×ET 390.286*(1.95)
SP×IS 0.608***(10.24)
SPMAX×IS 0.609**(10.25)
78 RISTI, N.º E5, 07/2016

SPRIS×IS 0.603***(10.23)
SPDES×IS 10.122***(2.82)
EP 0.862(0.32) 0.070(0.75)
EPMAX -0.895(-0.34) -0.068(-0.88)
EPRIS -0.898(-0.34) -0.065(-0.35)
EPDES 0.224***(5.58) 0.004**(2.28)
EP×ET 30.465(0.55)
EPMAX×ET -30.995(-0.45)
EPRIS×ET -25.215(-0.35)
EPDES×ET 0.006***(57.60)
EP×IS 0.576(0.26)
EPMAX×IS -0.572(-0.23)
EPRIS×IS -0.588(-0.24)
EPDES×IS 0.004**(2.24)
RV -1.512***(-7.68) -0.002**(-2.38) -0.009***(-7.78) -0.002***(-10.27)
LP -0.004*(-1.76) 0.002(0.38) 0.004(1.35) 0.148(1.42)
ER -0.003***(-3.45) -0.005***(-5.24) -0.003***(-3.28) -0.002***(-2.62)
RD -0.055***(-12.34) -0.038***(-5.25) -0.035***(-6.25) -0.025**(-2.30)
AR(1) test -2.766[0.005] -2.598[0.009] -2.608[0.009] -4.484[0.000]
AR(2) test 0.458[0.650] 0.588[0.555] 0.302[0.762] 1.578[0.115]
Sargan test 27.710[1.000] 27.522[1.000] 26.886[1.000] 34.220[1.000]
Number of samples 490 490 490 490
Table 3 – Asymmetric effect of Energy price to energy consumption ES

By observing the energy shadow price (SP) through the innovation of green technology
et on energy consumption strength of ES indirect effect shows, model 1 energy shadow
price (SP) and green technology innovation et cross term SP * et coefficient is significantly
negative, and combined with the estimated coefficients of model 1 energy shadow price
(SP), is not difficult to draw the energy shadow price can be through incentives for
green technology innovation to reduce the energy consumption of the conclusion of
the study. Actually, when the most energy Unisys, rise in energy prices will inevitably
increase the cost of production of industrial enterprises, in the long run will inspire
enterprises through green technology research and development or factor substitution
to reduce costs, to continue to maintain the core competitive advantage. And, the energy
shadow price highest sequence SPMAX and rising sequence spris cross coefficients
are consistent with the SP * et and also verify the energy shadow price rise and green
technology innovation synergy will help to reduce the energy consumption intensity.
But the energy shadow price decreased sequence SPDES and endothelin (ET) of cross
terms SPDES x et coefficient is significant for is, highly consistent with the estimated
coefficients of SPDES, that even if the energy in the optimal use of state, the decline
in energy prices still enthusiasm may reduce industrial enterprises to carry out green
technology research and development, in the long run is not conducive to technological
RISTI, N.º E5, 07/2016 79

progress and energy conservation, once again proved the existence of asymmetric effect.
Study found that energy prices down to the technical efficiency improvement of neglect
and price recovery period of inefficient and irrational will make energy consumption<

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ISSN: 1646-9895

Revista Ibérica de Sistemas e Tecnologias de Informação

©AISTI 2016 http://www.aisti.eu Nº E5

Propriedade e Publicação / Ownership and Publication

RISTI, N.º E5, 07/2016 i

Coordenadores da Edição / Issue Coordinators

Conselho Editorial / Editorial Board

Conselho Científico / Scientific Board

ii RISTI, N.º E5, 07/2016

RISTI, N.º E5, 07/2016 iii

iv RISTI, N.º E5, 07/2016

RISTI, N.º E5, 07/2016 v

vi RISTI, N.º E5, 07/2016

RISTI, N.º E5, 07/2016 vii

Information Technology Drives Innovation in Service

Renmin University of China, Beijing, China

Technological innovation presents a diversified development trend, with the integration

RISTI, N.º E5, 07/2016 ix

x RISTI, N.º E5, 07/2016

RISTI, N.º E5, 07/2016 xi

xii RISTI, N.º E5, 07/2016

RISTI, N.º E5, 07/2016 xiii

Research on Influence Factors of New Rural Sports

RISTI, N.º E5, 07/2016 1

2. Data mining and the rural information network

2 RISTI, N.º E5, 07/2016

Figure 1 – The data mining process and influence

Figure 2 – Itemsets transcendental principle

RISTI, N.º E5, 07/2016 3

Figure 3 – Support-Based Pruning

2.2. The construction of rural information network

4 RISTI, N.º E5, 07/2016

2. Rural network culture constructions are an important platform to improve the

3. The research object and methods

3.2. Main research methods

RISTI, N.º E5, 07/2016 5

variable indicators measuring scale and in formal empirical research by larger

Initial Eigenvalues Rotation Sums of Squared

Table 1 – Total Variance Explained

4.2. Classification of factors

6 RISTI, N.º E5, 07/2016

Table 2 – Component Matrix

RISTI, N.º E5, 07/2016 7

4.3. New development strategy of sports culture

indicators Mean value T value P value ranking

Table 3 – The Jiangxi government behavior index(n=223)

8 RISTI, N.º E5, 07/2016

indicators Mean value T value P value ranking

Table 4 – Jiangxi rural economic index important degree (n=223)

RISTI, N.º E5, 07/2016 9

indicators Mean value T value P value ranking

Table 5 – Jiangxi rural sports culture life index (n=223)

indicators Mean value T value P value ranking

Table 6 – Jiangxi rural environment index (n=223)

10 RISTI, N.º E5, 07/2016

indicators Mean value T value P value ranking

Table 7 – Jiangxi rural social influence index(n=223)

RISTI, N.º E5, 07/2016 11

12 RISTI, N.º E5, 07/2016

Influence of Corporate Equity Incentive and CSR on

Ming Li 1, Zhenxiang Chen 1,2,*

Abstract: According to the stakeholder theory, employees are important