Research On The Operation Mode Of Rural E-commerce In Qixian County

E-commerce has begun to integrate into all aspects of rural economic and social development with the gradual popularization of the internet.Overall,the development of e-commerce in rural areas is still in its infancy,there are still many obstacles in the operation process.Taking further analysis of these obstacles and putting forward optimization strategy of rural e-commerce operation models will have a positive theoretical and practical significance in guiding the development of rural e-commerce in China.Based on the summary of the relevant literature,this article takes the information asymmetry theory and the transaction cost theory as the basement,takes the development of rural e-commerce as the background,selects the rural e-commerce of Qixian County which is in Henan Province in the central region of China as a specific research object,takes the methods of questionnaire and interview to investigate the rural e-commerce operators and consumers,takes research on the operation models of rural e-commerce of Qixian County,takes comparative analysis on the advantages and disadvantages of each operation model,and finds out the obstacles existing in the operation of rural e-commerce.This article takes a more in-depth analysis on how to eliminate these obstacles and how to optimize the rural e-commerce operation models on this basis.This article finds that,the rural e-commerce begins to play a positive role in the process of rural economic and social development of Qixian County,but it is still facing constraints such as the weak awareness of online shopping of rural residents,the lag of logistics services,the deficiencies of rural e-commerce professionals,the imperfection of agricultural product standard system,the serious homogenization of agricultural products,the imperfection of agricultural products traceability system,the low degree of the brand of agricultural products and the higher financing costs in the process of development.This article analyses the successful operation models of rural e-commerce such as the Suichang County in Zhejiang Province,the Tongyu County in Jilin Province,the Chengxian County in Gansu Province and finds out which can be used for reference in the operation and development of rural e-commerce of Qixian County.The article believes that Qixian County should strengthen the construction of rural e-commerce service organization,build a comprehensive service platform for rural e-commerce,construct the self-media publicity system of rural e-commerce,strengthen the construction of human resources in rural e-commerce,build logistics and storage platform of rural e-commerce and encourage rural traditional market operators to join the rural e-commerce to optimize the rural e-commerce operation models of Qixian County to promote the development of rural e-commerce in the rural economic and social development.This article is divided into six parts.The first part elaborates the background and significance and ideas and methods of the research,the research status in China and overseas,the possible innovations and deficiencies.The second part analyses the basic concepts and related theories of rural e-commerce.The third part researches the current situation of operation and development of rural e-commerce of Qixian County,analyses the operation models of rural e-commerce of Qixian County and the constraints of operation and development of rural e-commerce of Qixian County.The fourth part analyses the successful operation models of rural e-commerce of counties in China,and explores the implications for the operation and development of rural e-commerce of Qixian County.The fifth parts puts forward the optimization strategy of rural ecommerce of Qixian County to lead the rural e-commerce of Qixian County to embark on the track of rapid and sustainable development,to promote the rapid development of rural economy and society of Qixian County and to speed up the process of agricultural industrialization and modernization of Qixian County.The sixth part is the conclusion.