Research On The Supply And Demand Dilemma Of Community Group Buying In Desakota

Based on the background of the comprehensive implementation of the development of rural e-commerce and rural revitalization,and the fact that community group buying has entered the countryside.As an important part of the development of rural e-commerce in rural areas,community group buying plays an immeasurable role in driving rural development and further solving problems in agriculture,rural and farmers.On the basis of referring to domestic and foreign scholars’ research on rural e-commerce and community group buying,this paper takes farmers’ behavior theory,transaction cost theory and Marx’s supply and demand theory as the theoretical research basis,the three logical elements and concrete logical frame of this paper are drawn,and focus on the central dilemma: the mismatch between supply and demand.The full paper takes Linli County,Hunan Province as the specific research site,and comprehensively uses the questionnaire survey method,the structured interview method and the case analysis method to analyze the supply and demand dilemma of community group buying at Desakota in detail from the demand side and the supply side.And through comparative analysis to further verify the central dilemma of mismatch between supply and demand.Then the following conclusions are drawn: the six factors of policy,technology,talent,logistics,platform,and products all present certain difficulties for the demand side and the supply side in Desakota.In addition,rural residents in Desakota are increasingly demanding "good" products on community group buying platforms,while rural suppliers are more limited in supplying products to community group buying platforms.As a result,the effective demand cannot be satisfied to the greatest extent,it can also be said that a situation in which the effective supply cannot meet the demand escalation has finally occurred.Above all the analysis,the following six suggestions are also put forward accordingly:(1)Prudently accommodate new models and improve the effect of policy support.(2)Popularize e-commerce awareness and guide correct safety awareness.(3)Pay attention to personnel training and introduction,and improve the overall quality of personnel.(4)Improve the logistics network system and strengthen the logistics service capacity.(5)Operate according to local conditions and strengthen the application of the promotion platform.(6)Ensure product variety and safety,and increase brand effect building.