Research On Improving The Competence Of Rural E-commerce Talents In Pingxiang County

In the top 20 reports,it is clearly proposed to speed up the development of digital economy and promote the construction of "cyber power" and "digital China".As an important part of the digital economy,e-commerce develops rapidly and expands.Some e-commerce giants extend the market to rural areas under the background that the e-commerce competition has entered the white heat stage.At the same time,a large number of e-commerce merchants have been attracted to return to their hometown to start businesses.However,in the development process of rural e-commerce,a series of problems have gradually emerged,such as the shortage of rural e-commerce merchants,the low degree of brand of agricultural products,and the difficulty in getting through the last kilometer of logistics,which have played a serious restricting role in the further development of rural e-commerce.Under the background of the country vigorously advocating the solid promotion of rural talents,the research on the development of rural e-commerce is imminent.This paper takes the competency of rural e-commerce merchants in Pingxiang County as the research object,applies the competency theory of Mc Clelland and the iceberg model theory,and determines 24 indicators to evaluate the competency of rural e-commerce through literature research on the influencing factors,competency model,rural e-commerce talent cultivation and behavioral event interviews.It can be divided into five dimensions: basic ability,professional knowledge and skills,operation and management ability,professional quality and personal quality.The relevant ecommerce practitioners in Pingxiang County are selected as the research objects of this paper,and then the questionnaire is designed and the data is analyzed by SPSS.Based on questionnaire analysis and interview results,problems existing in the competency of rural e-commerce merchants in Pingxiang County are summarized and analyzed,including: This paper deeply analyzes the external factors of the lack of accurate and long-lasting e-commerce training and the lack of competency assessment mechanism,as well as the internal factors of the low cultural level of e-commerce practitioners.Finally,according to the competency problems of rural e-commerce in Pingxiang County,combined with the actual situation of Pingxiang County,put forward targeted countermeasures and suggestions for improvement,including: strengthening e-commerce training,improving the level of e-commerce knowledge and skills;Improve the e-commerce training system,set up the e-commerce talent classification training program;Establish the assessment mechanism and strengthen the competence awareness of e-commerce merchants.The research of this paper has a comprehensive and profound understanding of the competency of rural e-commerce talents in Pingxiang County,and provides help for further improving the competency of rural e-commerce talents in Pingxiang County.At the same time,it also provides certain reference and experience for other areas in Hebei Province or other similar areas in China to improve the competency of rural e-commerce talents.With the rapid development of digital economy in our country,rural e-commerce will be the important driving force of rural revitalization.Therefore,it is necessary to strengthen the promotion of the competence of rural e-commerce,and further promote the upward development of rural e-commerce by improving their competence in ecommerce work.