Study On Government Behavior In The Development Of E-commerce Of Agricultural Products In Pingguo County

Government behavior plays an important role in guiding and supporting the development of local industries.At present,the characteristic industries in rural areas are facing such obstacles as weak foundation and difficult transformation.Local governments need to play a good role as guiders and supporters to promote the development of e-commerce for agricultural products by utilizing the wave of e-commerce development,so as to realize the revitalization of rural industries and increase farmers' income and income.Based on the theory of organizational behavior,the theory of government function and the hypothesis of "rational economic man",and using the systematic scientific method as a theoretical tool,this study systematically studies the government-led development of agricultural e-commerce in Pingguo County,Guangxi,focusing on the actual development of County-Level Agricultural e-commerce,on the basis of the analysis of the power and responsibility structure of government functions.Based on theoretical research and field research,a research framework is established,that is,behavioral motivation-behavioral content-behavioral problems-behavioral optimization.The first part is based on the analysis of the behavior motivation of Pingguo County government.It is found that the behavior motivation of Pingguo county government to develop e-commerce for agricultural products consists of three aspects: government responsibility,local self-development needs and the pressure of "political championship" assessment.At the same time,it is affected by three factors: organizational culture,policy planning and economic environment.These factors work together on the behavior motivation of Pingguo County government,and then affect the behavior of Pingguo County government,forming a relatively stable system of government behavior motivation.The second part mainly analyses the content,object and basis of Pingguo County government's behavior in developing agricultural e-commerce.On the basis of elaborating the institution setting and responsibility division of Pingguo county government in managing agricultural products e-commerce,the behavior of developing agricultural products e-commerce is divided into two categories: guidance support and supervision and management,which involve perfecting public services,providing policy support,product brand building,cultivating e e-commerce enterprises and e-commerce talents,building product quality standards and organizing trade associations.In addition,Pingguo County refers to "Suichang Model" of Zhejiang province to develop county agricultural products e-commerce,compares the advantages of Suichang County and Pingguo County,and uses "Suichang Model" for reference is the best choice for Pingguo County to develop agricultural products e-commerce.The third part is based on practical investigation,explores the behavior rationality of Pingguo County Government's development of e-commerce for agricultural products,that is,its existing problems and reasons.The government of Pingguo County has some problems in the development of agricultural e-commerce,such as insufficient fit between industrial planning and actual demand,imperfect hardware facilities for industrial development,lack of leading enterprises and professionals,lagging supervision of agricultural e-commerce market,and poor implementation effect of agricultural e-commerce policy.The reasons lie in the lack of scientific policy-making process,limited financial investment,insufficient resources and policy attraction,lack of institutional restraint and supervision system,and weak coordination ability of the government.The fourth part,basis of the previous research,The following suggestions are put forward to rectify the problem behavior of Pingguo county government in developing e-commerce for agricultural products.Focusing on the scientific formulation of industrial planning and subsidies;enhancing the ability of Industrial Science and technology innovation;strengthening the attraction of investment and attraction,as well as the training of professional organizations and talents;emphasizing the administration according to law and industry supervision;optimizing the level of government services and behavior effectiveness.Finally,the article concludes with a summary and outlook.