Research On The Optimization Of The Operation Mode Of China’s Rural Electronic Commerce

As a big agricultural country, agriculture plays an important role in the development of national economy. "Three rural" issue has always been a concern of the state. On 2015 NPC and CPPCC concept of "Internet plus", which is a new form of integration of the development of the Internet and traditional industries, the electronic commerce and the real economy has the depth of integration, into the scale of the development period, the impact will be on Chinese sustained economic and social life, become a driving force in the development of new Chinese. With the progress of China’s urbanization process, the proportion of rural Internet users in Internet users still maintained an upward trend. Along with the rapid development of the Internet, e-commerce as a new business model, has been the development of the current society has a huge role in promoting, triggering the integration of all walks of life for the further integration of resources. At the same time e-commerce in expanding the scope of agricultural market transactions, reduce costs, provide farmers’income, optimize the rural industrial structure and other aspects of the advantages of increasing. Agriculture, rural areas, farmers how to better enjoy the bonus of electronic commerce, has become an urgent problem to be solved. The implementation of e-commerce in rural areas have help to the real-time communication of information of supply and demand of agricultural products, to achieve global 24-hour online trading; is conducive to China’s agricultural products, especially the characteristics of agricultural products) to enter the international market, to facilitate the farmers home buying and selling of goods; more conducive to two-way logistics integration, reducing the cost of supply chain, the rapid increase in the level of income of the farmers, promoting commodity circulation between urban and rural areas, driven by the prosperity and development of the rural economy.This paper, based on the theme of rural e-commerce, analyzes the current situation of China’s rural e-commerce, expounds its development constraints, the development of the optimization strategy is studied. Through the study found that the government, enterprises and individuals to work together to promote the development of e-commerce in rural areas have a role in promoting. In order to ensure the sustainable development of the rural electronic development, we must base on the principle of hierarchy and pluralism, and combine with the actual development of rural e-commerce.At first, this paper analyzes the domestic and foreign electronic commerce related research, refine the focus of rural electronic commerce, analyze the achievements and shortcomings, in the literature based on the analysis the level of agriculture electronic commerce in China, based on the common electronic commerce operation mode elaboration revealed the current China’s rural electronic commerce development present situation, and then expounds the restriction factors of rural electronic commerce development in our country, and carries on the empirical analysis; at the end of our country rural electronic commerce development optimization can take countermeasures, that diversification, based on to the point with face, all-round development of China’s rural electronic accounting. The government level, the overall arrangement, integration of resources, talent vigorously introduce, to improve the relevant laws and regulations; the enterprise level, and actively participate in the construction of rural e-commerce, logistics, service and other problems make the development of rural e-commerce to promote rather than restricting role, strengthen the rural electronic commerce propaganda. The understanding of e-commerce in rural areas more deeply, making farmers more and more join the rural e-commerce, to improve the economic benefits of the enterprises; farmer level, in the premise of improving the level of information technology and marketing ability, integration of rural e-commerce in rural economic development, the brand image has been continuously improved, to ensure fast the development of rural e-commerce in rural areas...