Research On The Integration And Development Of Postal Express Industry And Rural E-commerce Based On Value Chain Theory

In the national economy " fourteen five " new development pattern and the strategy of rejuvenating the country,the country is committed to building in domestic large cycle as the main body,domestic and international dual cycle the new pattern of mutual promotion,through modern large data at the same time,information technology and intelligent methods such as promotion and agriculture,rural areas and farmers,(hereinafter referred to as the "agriculture,rural areas and farmers)coordinated development,under this background,Express delivery logistics and rural e-commerce have become important ways to realize rural revitalization and promote domestic cycle and domestic and international double cycle.China’s postal express industry must explore a new way of integrated development with rural e-commerce and agriculture,rural areas and farmers.For a long time,the postal express industry has been mainly engaged in the transport of letters,documents and daily life materials.Its advantage lies in the construction of abundant postal outlets and convenient service stations in urban and rural areas,and the intensification of a large number of transportation assets,so that every village has access to postal services.However,there is a huge disconnect between the postal express industry and the integrated development of agriculture and rural industries.There is a gap in theory and practice with rural e-commerce around the domestic cycle;There is the integration development of postal value chain,"agriculture,rural areas" value chain and rural e-commerce value chain;There is the problem that rural e-commerce platforms are hindered by the diversified express delivery industry.In particular,through actual research,it is found that the express delivery industry and other express delivery companies can reach the villages and towns,but not completely reach the countryside.Therefore,it is of great theoretical significance and practical value to promote the reform of postal express industry by studying the connotation and characteristics of integrated development of postal express industry and rural e-commerce,integrated development mechanism and mode,practice path and action route.In this context,this paper from three aspects to explore the integration of theory and practice: one is the postal express delivery of traditional concept and the "three rural" development of modernization,with the value chain theory,using the logic analysis method,explore the essence and characteristics of Chinese modern postal service express delivery industry,to explained in this paper the basic concept of the postal service express delivery.Second,starting from the actual research,it is found that despite the rapid development of China’s postal express industry,it has not broken through the transformation of traditional "postal documents",and is not closely connected with the booming and rapidly developing rural e-commerce platform.Thirdly,the paper theoretically analyzes the formation logic of value chain of "agriculture,rural areas and farmers",the structure of value chain of postal express and the inherent characteristics of value chain of rural e-commerce by using transaction cost theory,value chain theory and industry integration theory,and finds the path of "three chains" integration.The analysis and research conclusions of this paper are as follows: First,the modern Chinese postal express industry has added competitive business in the universal service business.The postal express industry has both the nature of public service and commercial nature,and is a logistics industry with new marketization,publicity and value-added.Second,based on the value chain theory,the author found the theory of "three chains" integration,and found that the "three chains" integration is a new starting point for the realization of postal express value,but also the root of the growth of postal express value.Thirdly,it provides theoretical basis and development suggestions for accelerating the integrated development of postal express and rural e-commerce.The implementation strategies and safeguard measures formulated provide reference for the integrated development of postal express and rural e-commerce,and provide certain reference for the development of other express industries in the field of rural e-commerce.