Study On Development Strategy Of Rural E-commerce In Songxi County

In recent years,with the vigorous promotion of the national deployment of "Internet plus",the state and regions have given comprehensive policy support to the innovative development of "agriculture,rural areas and farmers" and listed it in the major strategy of building a moderately prosperous society in rural areas.The central and local governments have increasingly attached importance to the development of rural e-commerce in counties.Rural e-commerce,as a new industry emerging in recent years,contains great opportunities and challenges,is related to the implementation of rural revitalization strategy,and is an important means to promote rural economic development and increase farmers’ income.Therefore,the study on rural e-commerce will be of great significance.In order to make the research content and conclusion more practical and referential,Songxi county with slow economic development and weak industrial foundation is selected as the research object in this paper.Songxi county,as one of the 23 provincial key counties for poverty alleviation and development in Fujian province,is located in the mountainous area of northern Fujian,with inconvenient transportation and lack of talents.Therefore,the development of rural e-commerce in Songxi county has been stagnant.However,Songxi county is rich in tea and bamboo products,which provides certain conditions for the development of rural e-commerce.In order to achieve better and faster development of e-commerce in Songxi county,it is necessary to make an in-depth analysis of the development situation of rural e-commerce in Songxi county and put forward development strategies suitable for rural e-commerce in Songxi county.In rural agricultural product network marketing theory,information theory,the long tail theory,transaction cost theory as a foundation,using literature analysis,field interview and questionnaire survey,field investigation method of Songxi electric business operators,operating elements,the characteristics of cognitive,social and economicenvironment of the electricity suppliers four aspects analyses the current situation of the development.At the same time,the problems and causes of rural e-commerce in Songxi county were summarized,and it was found that the rural e-commerce industry advantage in Songxi county had not been exerted,and the products lacked brand and characteristics.E-commerce talent foundation is weak,lack of training;The construction of logistics system is backward and the development is slow.E-commerce has low coverage and immature platform operation.Combined with the actual situation of songxi county rural electricity development,this paper is put forward for the local rural electricity business development strategy,mainly include stressing the cultivation of electric business introduction,speed up the construction of logistics information infrastructure,development of special products,create brand advantage,resource integration with strong regional e-commerce platform,support from the government,the relevant preferential policies.