| With the success of poverty alleviation in China,the traffic construction and network communication in rural areas have been improved,and e-commerce has been in full swing in rural areas.The introduction of e-commerce into rural areas not only solves the problem of farmers’ consumption demand,but also provides an important channel for farmers to increase their income.Today,with the development of rural e-commerce,more and more farmers have developed from e-commerce producers to online store operators.Knowledge service but at present,the knowledge service for agricultural products e-commerce is still in the initial stage of development,where the knowledge content is scattered,the service lacks continuity,and the service content and demand are not fully matched.More service problems need to be solved.Based on the new public service theory and the theory of multiple co-governance,this paper conducts research through field interviews and questionnaires.Through field interviews with government staff,operators of Wanzhou E-commerce Public Service Center and various rural e-commerce service stations,and observation of entities,combined with interviews and questionnaire feedback of rural ecommerce online store operators around the physical service facilities,we can understand the basic status of the development of rural e-commerce knowledge services in Wanzhou.The investigation found that there are problems in the practice of rural e-commerce knowledge services in Wanzhou,which are specifically manifested as the mismatch between the supply of rural e-commerce knowledge services and the knowledge needs of farmers,poor quality of basic service facilities supply,solidified service forms,and a lack of initiative for farmers to learn e-commerce knowledge.The reasons behind the problems were identified as the delay in the construction of service-oriented governments,and the need to improve the mechanism of rural e-commerce knowledge services Weak collaboration concept among diverse service entities and weak learning awareness among farmers.According to the analysis results of the actual problems found in the investigation and the causes of the problems,combined with the new public service theory and the multip le governance theory,put forward countermeasures to promote the development of rural ecommerce knowledge services in Wanz hou,including focusing on public participation and absorbing public opinions;improving the incentive mechanism,Improve the level of basic services;promote multidimensional cogovernance and enrich service forms;pay attenti on to the quality education of farmers and improve their le arning initiative.Farmers occupy a dominant position in the development of rural ecommerce.This article analyzes the p roblems from the perspective of farmers,hoping to improve t he income of farmers in it,and also hopes to promote the development of rural e-commerce in Wanzhou. |
