Research On The Service Mode Of The Jingdong Mall In The Countryside

With the rapid development of economic and information globalization,China's e-commerce has a rapid development momentum and has formed several world-class e-commerce companies represented by Jingdong Mall and Alibaba.At present,the development of e-commerce companies has experienced an initial period of rapid growth.With the saturation of domestic primary and secondary markets,the development of e-commerce has entered a bottleneck period.With the acceleration of the urbanization process in our country and the development of the telecommunication network at the township level,rural e-commerce has become a new growth point,and major companies have successively sunk channels to seize the rural markets.In addition,"Internet +" is an inevitable trend in today's social development,while the "Three Rural Issues" is also the focus of government work,so the "Internet + rural" form is an efficient way to promote the optimization of China's rural industrial structure,the prosperity of the real economy and the increase of farmers' income.In this paper,we take the rural area of Nanchang as an example to study the new service mode of Jingdong Mall's to the countryside.Through the analysis of the status and environment of the rural e-commerce development in Nanchang,we propose the problems in the Jingdong Mall rural e-commerce service model,and finally provide the corresponding optimization advice.The advantage of Jingdong Mall lies in its well-established logistics and distribution center.Through the establishment of “county-level service centers” and “rural cooperation points”,online and offline services are connected.However,there are still many problems that need to be solved in the development of the service mode of Jingdong Mall,such as the shortage of professionals,imperfections in infrastructure construction,and farmers' awareness of e-commerce.This paper is based on the perspective of value chain,draws on the successful experience of rural e-commerce in developed regions at home and abroad,and analyzes the internal and external industry environment of Jingdong rural e-commerce to construct the development strategy of rural e-commerce in Jingdong;The actual situation and characteristics of the city's rural areas finally put forward some suggestions for the optimization of the service mode of the Jingdong Mall to the countryside,such as guiding farmers to change their consumption ideology through optimizing marketing strategies,improving logistics distribution,optimizing cost control management through cost analysis,free training of e-commerce talents in rural areas and the government's policy support for the service to the countryside.On one hand,rural employment is better driven,and on the other hand,the development of Jingdong Mall is promoted.