Research On The Transformation Of Urban-rural Commerce And Trade Circulation Integration Under The Background Of "Internet +"

Due to the constraints of the dual economic structure between urban and rural areas,the imbalance in the development of urban and rural commercial and trade circulation is relatively serious.There are large development gaps in urban trade circulation and rural trade circulation in terms of circulation organization,transaction mode,commodity circulation channels,and logistics services,financial services,and information platform construction.Although in recent years the rural economy,humanities,and the lives of residents in rural areas have undergone tremendous changes,and the quality of life of farmers has developed by leaps and bounds,the problems of the fragmentation of urban and rural trade flows and uneven development remain.The "Internet +" thinking and the full application of "Internet +" technology are gradually changing China's traditional urban-rural commerce and trade circulation integration model,driving China's urban-rural trade and circulation integration development.First,introduce the relevant theories and researches on the integration of urban and rural business circulation,summarize the development of urban and rural business circulation integration,analyzes the current status of urban and rural business circulation integration in China,combines the characteristics of "Internet +",and builds urban and rural areas under the background of "Internet +" Integrated operation mechanism of business circulation.The analysis of the integrated operation mechanism of urban and rural commercial circulation under the "Internet +" background is mainly divided into three aspects: optimizing production factors,updating business systems,and restructuring business models.Combined with the two dimensions of the urban-rural trade and circulation integration system defined in this article: commodity circulation and trade services,this article analyzes how "Internet +" drives the integration of urban-rural trade and circulation integration.Afterwards,this article demonstrates the driving effect of "Internet +" on the integration of urban and rural trade and commerce from two perspectives: empirical and case studies.From an empirical point of view,according to the focus of this article,select relevant indicators that are easy to quantify,build an integrated level measurement model of urban-rural commerce and trade,and use the DEA-Tobit model for model analysis.From a case point of view,select the Ministry of Commerce in the "Internet +".The case of the integration of urban and rural trade and circulation under the background of "Internet +" proves the viewpoint of this article.Finally,according to the research focus,in the three aspects of promoting the rationalization of urban and rural commerce and trade circulation elements,accelerating the integration of urban and rural infrastructure,and promoting the equalization of urban and rural commerce and trade services,put forward countermeasures and suggestions for promoting the integration of urban and rural trade and commerce.The innovation points in the establishment of an integrated theoretical system of urban-rural commerce and trade circulation,which improves the circulation theory;puts forward an integrated operating mechanism of urban-rural commerce and trade circulation that is in line with China's economic development under the "Internet +" background,a nd builds new circulation and new services;improve the high-quality development countermeasures and multiple coordinated governance mechanisms for the integration of urban and rural trade and commerce under the "Internet +" background.