Research On Problems And Countermeasures Of Rural E-Commerce Development In Qingyuan City

In recent years,under the leading role of Qingyuan government,Qingyuan rural e-commerce service system has been gradually established,e-commerce personnel training mechanism is relatively perfect,a good atmosphere is created for rural e-commerce entrepreneurs,many Qingyuan’s distinctive agricultural products have expanded their coverage and sales scale through e-commerce platform.However,there are still some problems in the development of rural e-commerce in Qingyuan.Based on a large number of literature readings,this paper constructs four first-level indicators and 14 second-level variances,using principal component analysis to identify the main problems affecting the development of rural e-commerce in Qingyuan City.A qualitative analysis of the rural e-commerce model in Yingde City is conducted as well.The main structure of this paper is as follows:The first chapter is the introduction,which mainly introduces the development of rural e-commerce in China and its significance,reviews literature,and briefly summarizes the research methods and research r frame.The second chapter introduces the related concepts of rural e-commerce and the theories involved in this paper.It briefly reviews transaction cost theory and scale economy theory.The value chain and supply chain theory,through this part of the analysis,lay the foundation for the next study on the influencing factors of rural e-commerce development and the value of the Yingde model in Qingyuan City.The third chapter briefly introduces the principles of questionnaire design and the basis for setting indicators.Based on the preliminary statistics,the principal component analysis method is used to identify the problems existing in the development of rural e-commerce in Qingyuan.In the fourth chapter,the author visited the Yingde Rural E-Commerce Industrial Zone,then discusses the success and problems of the Yingde Model.Based on the research conclusions,the fifth chapter puts forward targeted measures from financial support,industrial chain construction,product brand building,entrepreneurial support policies and personnel training.This paper focuses on the analysis of the problems existing in the development of rural electronic commerce in Qingyuan City by using principal component analysis.A suggestion of “ one-stop service” is put forward,which solves the difficulty of "last kilometer" and has certain value for the development of rural e-commerce in Qingyuan City.