| At present,with the improvement of national policies,the gradual popularization of the Internet,the increasing number of netizens as well as the maturing logistics and its relative supportive facilities,China’s rural areas usher in a good opportunity for rapid development of e-commerce.Rural areas is a vast market.The entry of e-commerce has played a significant role in breaking the dual structure between the urban and rural areas,changing the mode of economic growth,optimizing the allocation of resources,improving people’s quality of life,expanding domestic demand,promoting consumption and increasing employment.However,as a mountainous county,the development of rural e-commerce of Nanzhang County is still in the initial stage.How to seize the opportunity for development has become an important issue that the local government must focus on.From the perspective of public management,this thesis makes an in-depth study and analysis on the development of rural e-commerce in Nanzhang County and strives to explore a practical development plan.Firstly,this thesis analyses the development of rural e-commerce both at home and abroad,and holds that the development of rural e-commerce is closely related to the popularization of Internet and the development of agricultural informatization.Then it investigates and analyzes the development of local rural e-commerce through designing questionnaires,interviews,discussions,filling in questionnaires and other different ways and finds out that there are some problems in the local area such as lack of awarenes among the farmers,weak infrastructure,backward logistics mode,low degree of standardization of agricultural products and government’s insufficient planning and policy support.Through SWOT method,the advantages,disadvantages,opportunities and challenges which affect the development of e-commerce in rural areas are further analyzed comprehensively.Matrix is also established and SO growth strategy is selected for the development of e-commerce in the local rural areas.Finally,in order to achieve the above strategic objectives,specific development proposals are proposed from four aspects: product,promotion,talent,and other supporting strategies(including striving for projects,policy support and infrastructure improvement). |
