Study On Rural E-commerce Development In Puning

For a long time,governments at all levels have invested a lot of resources to try their best to promote rural economic development and shorten the development gap between urban and rural areas.Although certain stage results have been achieved,the overall effect is not obvious.The rise of rural e-commerce provides an effective way to solve this problem.Since 2014,the No.1 central document has mentioned the development of rural electric business continuously,and implemented the digital village strategy.The state has issued a series of policy documents to promote the development of rural electric business.Under the environment of continuously favorable national policies,relying on the local industrial characteristics in rural areas and giving full play to the advantages of local resources,the rural e-commerce in Puning has developed rapidly and made an increasing contribution to GDP,which has become an important supporting force in Puning’s economic development.However,many problems have also been exposed in the rapid development,which restricts the development speed of local rural e-commerce,and realizing the sustainable and healthy development of Puning rural e-commerce has become an urgent problem to be solved.On the premise of defining the relevant concepts of e-commerce and rural e-commerce,based on the industrial cluster theory,information asymmetry theory and value chain theory,this paper obtains first-hand information through field visits to relevant government departments and e-commerce practitioners,and uses the research methods of literature analysis,comparative analysis and questionnaire survey,This paper comprehensively analyzes the development basis,development status and existing problems of rural e-commerce in Puning.It is found that Puning,as a county-level city,has strong market spontaneity,good development foundation of rural e-commerce market,strong industrial foundation,obvious location advantages,rich resources of characteristic agricultural products,strong business atmosphere and so on.Combined with the field survey and questionnaire survey data,this paper summarizes the current situation of rural e-commerce development in Puning from six aspects: the use and construction of e-commerce platform,rural e-commerce sales,logistics development,policy support and industry association development,rural e-commerce talents and the development of "Taobao village".It is found that the development of rural e-commerce in Puning has the problems of small scale of farmer e-commerce,lack of product competitiveness,immature local e-commerce platform,lack of professionals,insufficient policy support and so on,which restrict the further development of rural e-commerce in Puning.In view of its existing problems,using the method of comparative analysis,this paper selects three typical domestic development areas that are similar to rural e-commerce in Puning as case studies,and summarizes their own experience suitable for Puning City in combination with the actual situation of Puning.Finally,based on the analysis of current situation and problems and the reference of typical development cases,this paper puts forward five countermeasures and suggestions,including taking multiple measures to expand the main body of small and medium-sized e-commerce,strengthening regional brand building,improving product competitiveness,giving full play to the role of the third-party platform,expanding and strengthening the local rural e-commerce platform,strengthening the introduction and retention of talents,cultivating compound talents,optimizing policy support and creating a good e-commerce environment,with an aim to the sustained and steady development of rural e-commerce in Puning and driving the rapid growth of rural economy.