The Research Of County Government Policies On Promoting E-Commerce Development

In the context of the rapid development of e-commerce, government at all levels is starting to support the development of electronic commerce as a new important economic work. The Ministry of Commerce issued "Implementation opinions on promoting the implementation of e-commerce" in 2014, aiming to promote the balanced development of e-commerce. In the same year, Office of the Government of Zhejiang Province issued "Implementation opinions on further promoting e-commerce and accelerating the construction of the International Electronic Commerce Center", the Government of Tongxiang city also issued the same implementation opinions, they made clear that promoting the development of e-commerce will be a major strategy to accelerate economic restructuring and development.The maximum vitality of e-commerce development lies at the grassroots policies adapted to local conditions. Therefore, the county government plays a vital role in promoting the development of electronic commerce. At present, China has emerged some examples in which the county government has successfully promoted the e-commerce development, such as Yiwu, Suichang, etc., but most county government policies on promoting e-commerce development haven’t been of obvious effect, because of failing to make policies based on local conditions and to focus on the key issues. In this regard, this paper wished to provide with a common solution of how county governments should make policies to promote e-commerce development, based on the study of Tongxiang.Currently, the theoretical study of how government should promote e-commerce is quite similar, and theoretical study from the perspective of county government is still relatively lacking. While according to Tiebout decentralization theory and Greenwald-Stiglitz theorem, government, especially local government, has enormous space and potential in promoting e-commerce development. Based on theoretical analysis, the use of literature analysis, interviews, questionnaires, and multiple case studies, this paper interprets the current problems and deficiencies as well as countermeasures and suggestions on county government’s effort to promote e-commerce development.Firstly, the paper put forward that county government plays a positive the key areas in which a county government can make a difference. Secondly, the study in the case of Tongxiang found out about four major problems county governments commonly have:tax refund policy not being clear, the lack of targeted initiatives in encouraging traditional industries into e-commerce industry, inadequate personnel training and introduction, the relative lack of effective regulation. Thirdly, the papers analyzed how Yiwu and Suichang government successfully promoted e-commerce development, and further clarified that the county government should develop relevant policies on the basis of local characteristics and advantages, and overcoming common problems and difficulties. Finally, by combining the above perspectives and analysis, the paper put forward four corresponding countermeasures and suggestions:vigorous tax return policy, encouraging traditional industries into e-commerce, strengthening personnel training and the introduction, and a multi-level monitoring system.