Research On The Development Of Rural Electronic Commerce In Lechang City

In recent years,with the implementation of the strategy of rural revitalization,e-commerce enterprises have accelerated the pace of expansion to rural areas.Rural e-commerce has developed rapidly,and has become an important grasp of rural industry revitalization.In this paper,the development of rural e-commerce in Lechang is taken as the research object.By using the methods of literature research,field investigation,comparative analysis and systematic analysis,with the help of "Internet +" thinking,the relevant literature is carding out,and the relevant concepts of rural e-commerce are defined,and the relevant network effects theory,transaction cost theory and value chain theory are applied to analyze the relevant concepts.The main methods of developing rural e-commerce in Lechang City are summarized as follows: laying a solid foundation for rural e-commerce development,vigorously cultivating e-commerce entities,actively completing supporting measures for e-commerce development,promoting e-commerce group development,giving full play to the role of e-commerce associations,and increasing personnel training and propaganda;the existing problems of developing rural e-commerce in Lechang City are revealed,namely,the problems of rural Online The overall low level of education,the late development of rural e-commerce,the unsatisfactory operating conditions,the inadequate government support,the difficult control of product quality and cost,the shortage of e-commerce professionals,and the need to strengthen the construction of rural information infrastructure,etc.The causes of the problems are analyzed from the aspects of government,society and enterprises.On this basis,by drawing lessons from the experience of rural e-commerce development at home and abroad,this paper puts forward some countermeasures and suggestions to further promote the development of rural e-commerce in Lechang City from the aspects of government,industry and enterprises,such as strengthening the macro-guidance of the government,promoting standardization construction and implementing brand strategy,consolidating the foundation and building the industrial chain.