Research On Policy Support Of Rural Residents' Online Consumption In Yan'an

In the government work report of 2019,"promoting stable growth of consumption" and "improving rural circulation networks and supporting the development of e-commerce and express delivery" signify that consumer policies have begun to lean toward rural areas.Even though urban online consumption is still the main force of the online economy,the growth rate of rural online consumption far exceeds that of urban areas.At present,China is in the decisive period of building a moderately prosperous society in an all-round way,and at the same time it is also a key stage of tackling poverty.This is an important opportunity for the development of the network economy in the countryside and the development of rural residents' network consumption.However,the disadvantages caused by the dual urban-rural structure are still outstanding,and the development of the network economy in the rural environment is also a project that requires systematic coordination and unprecedented follow-up.Therefore,it is of great practical significance to focus on the development of rural residents 'online consumption.This article takes the current situation of rural residents 'online consumption in Yan'an City as the main research object,and analyzes the policy framework in the development process of rural residents' online consumption in Yan'an City,including the vacancies and deficiencies of policies in answering the actual needs.First,define the relevant concepts and explain the relevant theories,that is,based on the analysis of a large number of documents,the concepts of rural residents,online consumption,and policy support are surveyed,and the new public management theory,consumption theory,public policy utility theory,etc.are organized.The theoretical basis of rural residents' online consumption policy support.Secondly,following the research plan,the data and data obtained through questionnaires and structural interviews,on the basis of integratingthe data and data,initially depicted the current status and policy framework of rural residents 'online consumption in Yan'an City The policy framework of residents' online consumption was analyzed and summarized.Thirdly,it deeply analyzes the design flaws of the policy framework in the process of online consumption development of rural residents in Yan'an City: the unreasonable design of supporting policies,the ineffective implementation of supporting policies,and the lack of performance evaluation of supporting policies.Finally,a specific response plan was designed for the problem: to optimize the design of rural residents' network consumption policy support;to strengthen the implementation of rural residents' network consumption policy support;to build an evaluation mechanism for rural residents' network consumption policy support.