Research On Government Functions In The Development Of E-commerce In The Pear Industry In Y County

China’s economic and social are developing rapidly,but at present,the problem of unbalanced and insufficient social development is still severe,and the backward productivity of rural areas has always been an important factor affecting social development.It is undeniable that rural areas are generally faced with problems such as information blockage,backward transportation facilities,and poor logistics.In addition,the traditional rural production methods are not compatible with the modern economic model,and it is difficult to sell agricultural and sideline products,which posed a huge challenge to transforing and upgrading the rural economy.At the same time,with the continuous improvement of the Internet penetration rate and the rapid development of e-commerce,more and more farmers have achieved poverty alleviation through e-commerce.In particular,in recent years,various "Taobao villages" and "e-commerce villages",which have emerged rapidly from the bottom up and have exploded in an all-round way,have fully demonstrated the great potential of poverty-stricken and backward areas to achieve leapfrog development through e-commerce.It is precisely in view of the great changes brought by e-commerce to some rural areas that the State Council Poverty Alleviation Office officially incorporated "e-commerce poverty alleviation" into the poverty alleviation policy system in 2014,and it has been implemented since 2015 as one of the "Ten Targeted Poverty Alleviation Projects".With the continuous improvement of modern information level,the continuous expansion of the coverage of online payment and logistics systems,the e-commerce economy has gradually extended to rural areas,and more and more agricultural and sideline products are being sold online to expand their sales,which has become a transformation of rural development and a strong support for poverty alleviation and rural revitalization.Promoting the transformation and upgrading of the agricultural industry by advancing modern informatization into rural areas and developing the "Internet + rural" model is an important measure to speed up the process of rural modernization and increase the income level of rural residents.In this process,how the grassroots government,as a decision maker and leader,clearly defines its responsibilities and exerts its own functions,has become the key to the development of rural e-commerce.As one of the financially disadvantaged counties in Shandong Province,Y County is rich in pear production resources.The Y County government exerts its functions and combines local characteristics to vigorously promote the development of e-commerce in the rural pear industry in Y County.At present,the e-commerce sales of the pear industry in Y County has become an important way for pear farmers in Y County to increase their income,improve efficiency,and get rid of poverty and become rich.Based on the theory of government role,service-oriented government function,and public governance theory,this paper uses literature research method,field investigation method,comparative research method to study the current situation,problems and reasons of Y county government functions,and finds that There are still some problems in the functioning of the e-commerce development process of the pear industry,including the lack of an overall e-commerce development plan by the government,insufficient government integration and coordination resources,insufficient infrastructure,and the government’s supervision of e-commerce platforms needs to be strengthened.The reasons for these problems are summarized,including the government function is absent,the government function is misplaced,and the excessive supply of public goods.Finally,this paper summarizes the development experience of domestic advanced rural e-commerce,and finally puts forward some feasible suggestions for the government to play a better role in the development of e-commerce in the pear industry in Y County: Firstly,play a macro-guidance function according to local conditions;Give full play to the coordination function;the third is to actively perform public service functions;the fourth is to perform the supervision function and optimize the business environment.