Research On The Path Of Local Government’s Support For Sustainable Development Of Rural E-commerce Under The Background Of Rural Revitalization

From the technical level,rural e-commerce refers to the use of Internet technology to connect various rural resources,in order to broaden the field of rural information service,the service throughout the county,township and village system.The development foundation of rural e-commerce is weak,and the government support dependence is strong.As a big agricultural country,our country has a big agricultural industrial base and the most agricultural problems.Therefore,to improve the government’s support and promotion of rural e-commerce should be highly concerned by the government.From the perspective of government functions,promoting the development of rural e-commerce is of positive significance for solving the problems of "agriculture,rural areas" and promoting the progress of targeted poverty alleviation.From the practical effect,rural e-commerce is helpful to realize agricultural modernization,help to increase farmers’ income,is an effective way to promote rural revitalization.As the pilot area for the development of rural e-commerce in Dangyang City,Banyue Town has a typical case.Compared with other towns in Dangyang City,Banyue Town has the earliest start of "Internet celebrity town" and a strong atmosphere of "whole area Internet celebrity" and "national e-commerce".The first batch of cultivation of 50 celebrity Internet celebrities,5 fans more than 10,000 Internet celebrities,driving 500 short video and live streaming fans;Cultivated 13 network celebrity post master,town and village secretary personally operated live broadcast with goods,formed the Half Moon Town "network celebrity" community,there are more than 100,000 fans 10,10,000 fans 50,short video enthusiasts nearly 1,000.It has successively won the honorary titles of Hubei Xing Chuangtiandi,Hubei E-commerce Talent Training Base,Yichang Xing Chuangtiandi,Dangyang Entrepreneurship Incubation Base,Dangyang E-commerce into Rural Demonstration Town,etc.E-commerce Association of Banyue Town was established in Dangyang City,and "Citrus Internet Celebrity Town" was jointly built with China Fruit Circulation Association.Nearly three years of agricultural and sideline products network sales reached Dangyang City township first,which is closely related to the government’s role in promoting the half month.However,it is undeniable that while the functions of the government continue to play in the past half month,the deficiencies and problems in the work of the government have gradually become prominent,such as the lack of effective planning for rural e-commerce,inadequate coordination and integration of resources,imperfect infrastructure construction,and imperfect guidance measures.The main reasons for the problems are fuzzy government positioning,imperfect policy implementation,insufficient financial support and lack of professional talent management system.Therefore,in the second half month,the government is also constantly exploring to improve its own management responsibilities,starting from strengthening the overall planning of rural e-commerce development,strengthening the linkage of departments,cultivating e-commerce talents and other directions,so as to improve the guiding value and positive impact of local government in the development process of local rural e-commerce.Through the application of literature research method,case analysis method,social investigation method and other theories for analysis,combined with the concept of rural e-commerce,this paper points out that the function of the Banyue town government has important value in the development process of rural e-commerce in Banyue.Secondly,through field research and questionnaire survey,it is found that a series of policies introduced by the Banyue government in the development of rural e-commerce in Banyue Town have achieved certain results.The role positioning of Banyue government in promoting rural e-commerce is sorted out,and the current policy,market and benefit status quo are clarified,thus improving the public management system of Banyue Town government.Further promote the sustainable development of rural e-commerce.