Author(s)

Sijia Liu ¹

Affiliation(s)

¹ Zhejiang Agriculture and Forestry University, Hangzhou, Zhejiang Province, China

Corresponding Author

Sijia Liu

ABSTRACT

Rural operation is an important force to promote rural revitalization, and rural revitalization is an important foundation for realizing common prosperity. Taking Cenbu Village as an example, research on the theoretical logic and realization path of rural operation empowering common prosperity is of great significance to further promote common prosperity. Based on the theory of diffusion of innovations and analyzed from the perspectives of relative advantage, compatibility, complexity, trialability and observability, it is concluded that rural operation empowers common prosperity with "one policy for each village, thousands of villages with thousands of faces" and "following the trend and following the law", "enterprise operation, professional and efficient", "pilot first, demonstration lead", "set up a model, increase publicity" theoretical logic. Based on the five-stage paradigm of the innovation-decision-making process (cognition, persuasion, decision-making, implementation, and decision), we have summarized the following: "Improve the operation mechanism to enhance the methodological self-confidence of common prosperity; protect the ecological environment to broaden the connotation of the common prosperity of the times; pay attention to the reorganization of the industry to consolidate the material basis of the common prosperity; enrich the spiritual connotation of the common prosperity by condensing the thematic culture; establish the distribution mechanism; and establish the distribution mechanism to promote the development of the common prosperity. The realization path of "common prosperity" is to establish a distribution mechanism to ensure the fair guarantee of common prosperity.

KEYWORDS

Rural Operation; Common Wealth; Diffusion of Innovation

CITE THIS PAPER

Sijia Liu, Innovation Diffusion Mechanism of Rural Operation for Common Prosperity: Evidence from Cenbu Village. Journal of Sociology and Ethnology (2025) Vol. 7: 88-96. DOI: http://dx.doi.org/10.23977/jsoce.2025.070312.

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