Countermeasure Research On Promoting The Development Of E-commerce Of Agricultural Products In Guangdong Province

As a new pattern of trade,e-commerce can effectively reduce the intermediary sections of the commodity circulation,realize the direct match-making between production and consumption,reduce the transaction cost,and eliminate the asymmetric information problems.E-commerce has widely be applied in the rural economy,and its great promotion and effects have earned wide attentions and concerns from governments at various levels and various circles from the society.The e-commerce of produce has become an important catcher to boost the rural economic prosperity,increase farmers' income,lessen the contradiction of urban-rural dual structure and promote the transforming and upgrading of the rural areas in Guangdong.The dissertation utilizes methods such as literature research method,observational method and comparative analysis approach and so on.After conducting in-field researches and inspections on the construction of e-commerce in rural comprehensive demonstrative county such as Nanxiong City,Raoping County and Longchuan County,by analyzing the rural produce e-commerce developments in Guangdong,the dissertation comes up with the findings that,the produce e-commerce in Guangdong has basically formed the pattern of“government guidance,market operation,and various parties participation”,and the demonstrative projects of e-commerce entering the rural areas has reaped certain outcomes.However,due to the produce is hard to preserve,perishable and hard to be standardized and other special attributes,and the uneven regional economic development,the produce ecommerce can hardly achieve leap-forward development resulting in some rural areas failing to hitchhike on the express train of “Internet Plus” and missing the chance of eradicating poverty via transforming and upgrading.Because of the rural economy frequently experience malfunction of market mechanism,government shall strengthen the coordination,regulation and participation of produce e-commerce.The dissertation adopts the government angle,and makes use of the fishbone diagram to showcase the problems of the produce e-commerce development in Guangdong,such as lack of credit constraints and balance mechanism,confinement posed by traditional development methods,insufficient injection of public resources,incomplete talents training and cultivation system and so on.By learning from the experience and methods of promoting the development of produce e-commerce promulgated by the governments both at home and abroad,the dissertation tries to explore the functions of the government in promoting the development of produce e-commerce and to come up with suggestions like strengtheningplanning and policy guidance,promoting upgrading and transforming of produce e-commerce via innovation,optimizing all-round personnel training mechanism and other measures,aiming to serve as a reference for the government to carry out policies on produce ecommerce and promotion of its development.