Research On The Development Of Rural Electronic Commerce In Xinxiang City

With the growing of globalization and the deepening of furtherance of information technique,the future growing trend will be the combination of furtherance of information technique and agriculture.In particular,rural e-commerce has emerged in recent years,which has led to the transformation of agricultural product sales model to a certain extent.The new model of "Internet + Agriculture" has increased the sales of agricultural products and increased the income of farmers.Xinxiang City,Henan Province has an advantageous geographical location,a variety of specialty agricultural products,and has an advantage in developing farm produce Electronic Business.As a new type of economy,E-commerce has developed rapidly in China,and has played an important role in leading the digital economy,promoting reformation and opening to the outside world,and promoting rural revitalization.Through field visits and investigations,this paper deeply analyzes the development status of rural electronic business in Xinxiang City,based on the concept of rural electronic business theory,combined with the questionnaire to explore the actual situation of local rural electronic business,focusing on the expand of rural electronic business in Xinxiang City.The main dilemmas,such as the villagers’ ideological and old-fashioned attitudes,low risk awareness,serious phenomenon of online shop brushing,incomplete rural logistics distribution system and lack of electronic business professionals.On this basis,this study analyzes and compares the successful cases of rural e-commerce in other regions,and links with the specific situation of Xinxiang City,puts forward the countermeasures for the future development of rural electronic business in Xinxiang City and how to use “Internet + Agriculture” to increasing Farmers’ revenue.It is suggested that a series of problems need to be carried out from the aspects of government guidance,quality improvement,park construction,management of trades etc,and provide some reasonable rationalization suggestions for further promoting the sustainable development of rural e-commerce in Xinxiang.