Research On Rural E-commerce Development Of Supply And Marketing Cooperative In Fengdu County,Chongqing Municippality

This paper is based on the background that there is an intense competition between diversified subjects of rural e-commerce in Fengdu County.Therefore,this paper mainly studies in the fierce market competition environment,how does Supply and Marketing Cooperative of Fengdu County position itself and how to use its own advantages to develop the rural e-commerce.In this paper,firstly,sort out relevant literature of the development of rural e-commerce in supply and marketing cooperatives,and then based on three basic theories,namely supply and demand theory,the theory of modern commodity circulation and Porters theory to analyze.This paper is from three perspectives to analyze real requirements of developing rural e-commerce by supply and marketing cooperatives,one is the challenges that developing rural e-commerce will bring to the traditional management advantages of supply and marketing cooperatives,one is the conditions of developing rural e-commerce by supply and marketing cooperatives,one is policy support.Secondly,the paper's research object is Fengdu county,so this article is from following perspectives: economic and social current situation of Fengdu County,the development history and function of supply and marketing cooperatives,to analyze the macro environment that supply and marketing cooperatives can develop rural e-commerce.Using Michael Porter's Five Forces Model to make a structural analysis for the whole rural e-commerce market of Fengdu County,as a result we can learn what market competition environment the supply and marketing cooperatives face when they develop rural e-commerce,and the existing problems in the process of development.At the same time,through the analysis this paper points out that in the development of rural electronic commerce,supply and marketing cooperatives should not only focus on the competition,but also strengthen cooperation.Thirdly,the article selects the supply and marketing cooperative of Fuling District located in Xiushan County as a case study,by analyzing its rural e-commerce development to provide experience for other supply and marketing cooperatives of Fengdu county to develop rural e-commerce.Finally,in order to achieve better development of rural electronic commerce in supply and marketing cooperatives of Fengdu County,this paper puts forward a series of countermeasures and suggestions,including from the global perspective to strengthen the cultivation and construction of the electronic commerce industry,establishing cooperative relationship in the process of competition,improving the initiative and enthusiasm of the supply and marketing cooperatives to develop rural e-commerce,and encouraging everyone to make a difference.