Research On The Government’s Promotion Of Rural E-Commerce Development Under The Background Of Rural Revitalization Strategy

With the rapid development of the information digital era,Internet technology is rapidly popularized in rural areas,and the degree of integration with agricultural industry is deepening.Rural e-commerce industry has become an important engine to promote rural revitalization and development,but also an emerging force for rural economic development.In fact,the rural e-commerce industry plays a huge role in promoting the flow of agricultural products,increasing farmers’ income,expanding rural entrepreneurship and employment,and changing the backward outlook of rural areas.At the same time,the rural e-commerce industry has also explored a new path for the targeted poverty alleviation and rural revitalization strategy.The development of rural e-commerce industry cannot be separated from the clever coordination between the government and the market.In the process of promoting the development of local rural e-commerce industry,local governments play an important role in macro-micro regulation,planning and guidance,promoting market development and supervision and management.Using literature analysis,questionnaire + interview research and case analysis,this paper takes the rural e-commerce development promoted by X County government under the background of rural revitalization strategy as a case study.This paper analyzes the main measures and current situation of the government to promote the development of rural e-commerce in X County under the background of the rural revitalization strategy,and through the questionnaire survey and interview survey,it learns that there are six major problems in X County government to promote the development of rural e-commerce: The government’s propaganda of rural e-commerce is not strong,the government’s policy to promote the development of rural e-commerce is not perfect,the construction of infrastructure is not enough,the construction of talent team of e-commerce industry is not enough,the brand awareness of agricultural products is weak and the supervision of online e-commerce transactions is not enough.The reasons for the six problems are summarized as follows: the government’s lack of understanding of rural e-commerce,lack of experience in e-commerce management,limited financial capacity,insufficient investment and lack of supervision.By referring to the policies and practices of Chuzhou City in Anhui province and Suichang County in Zhejiang Province in promoting the development of rural e-commerce,the author puts forward targeted optimization measures and suggestions for X County in promoting the development of rural e-commerce under the background of rural revitalization strategy from the perspective of government public management and with the help of relevant professional knowledge of public management,including: strengthening ideological understanding and enhancing publicity;Strengthening scientific and rational policy support;Establish modern rural agricultural products logistics system;Building a talent team and improving the training system;Adhere to the e-commerce branding strategy and optimize the market supervision system.