| After 20 years of growth in agricultural e-commerce in China,a multi-layered and systematic agricultural product transaction network has been formed.Since the 18th National Congress of the Communist Party of China,the Party Central Committee,the State Council and local governments have issued a series of policy documents to carry out institutional planning and refine supporting measures for the development of rural e-commerce and agricultural products in China.Hunan,as a major agricultural province in the country,has issued a series of related policies and measures,such as"Several Policies and Measures to Accelerate the Development of E-commerce,"covering macro-planning,platform construction,and market development.Relying on the rich characteristics of agricultural product resources and a good development foundation,the Youxian government has issued policies such as "Several Opinions on Accelerating the Development of E-commerce" and "Youxian Promoting Industrial Development Policy(Trial)" to optimize market environment and stimulate market demand.Increase support and provide government support for the development of e-commerce for specialty agricultural products.Based on the literature research method,field survey method,questionnaire survey method,data analysis method and other methods,this article conducted a field survey of Zhuzhou Yunshang Trading Co.,Ltd.and found that the company has product integration and brand promotion.In terms of management operations,talent reserves,etc.,after grasping the first-hand information,a sample questionnaire was designed for trial filling in a small area,and a formal questionnaire was established after improvement.Through on-site distribution,e-mail,WeChat,etc.,500 questionnaires were distributed to the staff of the Youxian government management department and employees of specialty agricultural products e-commerce,and 464 valid questionnaires were recovered.After analysis of the questionnaire results,it was found that the sample group considered the county government To promote special agricultural products,through the implementation of active and effective support strategies is an important means to improve the level of e-commerce development and market competitiveness of local special agricultural products.Through the analysis of the questionnaire,the relevant sample group believes that the Youxian government should play an active role in the development of e-commerce of characteristic agricultural products in Youxian.In the process of formulating support measures,the Youxian government should pay attention to expanding market demand and optimizing the market environment.The government should issue more targeted support measures to improve the e-commerce of specialty agricultural products in Youxian,which lacks core backbone e-commerce enterprises,lacks major brands,lacks obvious industrial agglomeration benefits,and has incomplete infrastructure and supporting facilities.Based on field surveys and questionnaire analysis,this paper concludes that there is a poor match between policy formulation and county-level realities of e-commerce for characteristic agricultural products in Youxian County;neglects the cultivation of core e-commerce companies;does not promote the formation of agglomeration benefits;lags in the construction of e-commerce service systems;The incentive policies are not specific;the implementation of brand promotion policies is not effective;the lack of effective performance evaluation is 7 major problems.From improving the matching between government policy formulation and county realities;expanding new models of service outsourcing and talent training;shaping and promoting the Youxian brand;taking multiple measures to cultivate core e-commerce enterprises;establishing a policy performance evaluation mechanism;promoting government-enterprise cooperation to promote industrial agglomeration Effect;improvement of e-commerce support system formulation and other 7 aspects provide support strategies. |
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