Evaluation On The Policy Satisfaction Of "Comprehensive Demonstration Project Of Electronic Commerce Into Rural Areas"

In 2015,Chengxian was selected as the demonstration county of "E-commerce into rural comprehensive demonstration project" by the state,and became one of the focus counties in the rural e-commerce support policy.Relying on the advantages of industry,Chengxian vigorously developed rural e-commerce,and made great efforts to build the whole industrial chain of rural e-commerce,and went to the forefront of the country in helping the poor by e-commerce.At the same time,the logistics cost is high,the efficiency is low;the brand is insufficient;the lack of talents and other reasons lead to the rural e-commerce "thunder big,rain small ",the actual income of rural e-commerce practitioners is not considerable," agricultural products uplink" road is still difficult.The consistency between the effect of policy implementation and the fundamental purpose of "national e-commerce into rural comprehensive demonstration project ",whether the purpose of helping farmers to get rid of poverty and increase income through demonstration county project is completed,these questions need to be answered by policy performance evaluation.How much change this policy has brought to farmers and whether there is any need for improvement,this requires assessing policy satisfaction from the perspective of rural e-commerce practitioners’ satisfaction.Based on the policy evaluation theory and customer-oriented evaluation theory,and combining with the actual characteristics of rural e-commerce,this paper constructs 12 evaluation indexes of 4 dimensions with the highest degree of rural e-commerce development.With the help of questionnaire and statistical analysis,this paper makes an empirical study on the policy satisfaction of rural e-commerce in Chengxian County.It is found that the policy satisfaction of the e-commerce practitioners in Chengxian County is generally low,and the satisfaction degree of the personnel training and brand operation which play an important role in the development of the e-commerce industry is the lowest.In order to make up for the deficiency of the questionnaire survey,in view of the related problems of policy propaganda,training service,rural e-commerce service station operation and brand building,20 staff members from different towns,different jobs,different ages of e-commerce practitioners,village cadres,e-commerce industry park and e-commerce station were selected to conduct semi-structured interviews.Through field observation and key group interview,it is found that the satisfaction of Chengxian e-commerce practitioners in rural e-commerce service station operation,talent training and training,policy promotion,and brand building is not high.Based on the above research,this paper puts forward the service station integration resources,innovative operation mode,the introduction of college talents,targeted training of local talents,combined with new media,the implementation of human policy propaganda methods,the establishment of product traceability,regional brand building countermeasures and suggestions.