Abstract: By making use of the micro-survey data of the supporting polices for the small and micro e-ecommerce startups in Jiangxi province and employing the descriptive statistics and multi-Logistic selecting model, this paper conducts an empirical analysis of the priority and affecting factors in the demand of small and micro e-ecommerce startups for policy support. The results show that the priority in the demand of the startups for policy support is in the order of “providing entrepreneurial projects”, “providing tax reduction and exemption”, “financing and credit supporting” and “providing skill trainings”. Such factors as the property of enterprises, the business model of enterprises, the number of employees, the support strength of the government, the marriage state of legal person of enterprises, the acquaintance level of supporting policies, the location of enterprises and so on have significant positive influence on the demand for the four supporting policies; while such factors as the period of registration and establishment of an enterprise, the types of the products on sales, the primary factors restraining the development, and the gender, education level, birthplace, age, risk preference, satisfaction to the publicity of supporting policies of enterprise legal person have significant negative effects on the demand for the four supporting policies.

Key words: small and micro e-ecommerce; supporting policies for business startups; prioritized demand order; multi-Logistic model