Study On Rural E-commerce Strategy In Xinjiang Take Shawan County And Qinghe County In Xinjiang As Examples

With the rapid development of Internet technology,China's rural e-commerce ushered in a great development.As a new industrial model,rural e-commerce is an important means to promote rural economic development.With the continuous strengthening of e-commerce policy in Xinjiang,a large number of e-commerce demonstration enterprises and e-commerce comprehensive demonstration counties have emerged,but there is still a big gap compared with the typical rural e-commerce in China.There are still some problems in Xinjiang rural e-commerce,such as weak infrastructure construction,logistics service system construction to be strengthened,lack of e-commerce talents,slow development of industrialization and branding of characteristic agricultural products.This paper selects the rural e-commerce service stations in Sha Wan County and Qin He County as the research object.Through Literature Review,on-the-spot investigation and questionnaire survey data,this paper makes descriptive statistical analysis on four modules: Manager's individual characteristics,family production and management characteristics,e-commerce policy cognition,policy support,etc.,by using the binary Logistic model,this paper makes an empirical analysis on the influencing factors of whether the investigated subjects are willing to participate in the operation of rural e-commerce service stations,and makes a detailed investigation on the development of e-commerce in the investigated counties.A total of480 questionnaires were distributed in the survey,and combined with the form of interviews,the final completion of the survey.Through the results of binary logistic model analysis,this paper finds out the factors influencing the operation intention of rural e-commerce operators from four aspects: individual characteristics,family characteristics,policy cognition and social support,and gives corresponding countermeasures.The countermeasures are to establish "rural e-commerce service group",establish "county e-commerce leading group",issue e-commerce development support policies,optimize the recruitment structure of operators,improve e-commerce training,improve logistics service ability,so as to make the existing rural e-commerce service stations more adapt to the rural market.Through spss22.0 The software model estimates 20 influencing factors,and finally obtains the key factors influencing the operation intention of rural e-commerce service station operators from the data estimation results,which mainly include four factors: business technical support,policy support,occupation before participation,and business facilities support,which can also be roughly divided into three aspects: policy support,technical support and business facilities support.Aiming at the common problems of rural e-commerce development in Xinjiang,this paper puts forward reasonable optimization suggestions,such as strengthening government functions,increasing policy support,training scientific and technological talents,strengthening technical support,providing hardware support,and cultivating entrepreneurial ability.This research can be used for the development of rural E-commerce in Xin Jiang at the period of "Fourteenth Five-Year Plan" and provide a theoretical reference.