The Research On Rural E-commerce Development Issues And Corresponding Measures Of Sichuan Agricultral Bank

In twenty-first century, e-commerce is flourish.The development of rural electronic commerce in China is like the the new baby, having experienced constant practice and tests, and having grown up after continued exploration and development. The online of China’s agricultural information network in 1994 symbolizes the start of Chinese agricultural informationization construction, and we have made significant achievements in the infrastructure construction in rural areas of informationization and the popularization of electronic equipment after twenty years’ development. Since then, e--commerce in the countryside is not strange and unknown any more, and it has formed two basic mainstream models: one is government promotion model, the other is farmers’ spontaneous development model. The formation of these two models promotes the development of rural e-commerce in China objectively. However, the operation cost of e--commerce that conducted by relying on the fixed network is still rather high, which hinders the enthusiasm of farmers to participate in the activities of electronic commerce. In this objective situation, the development of electronic commerce in rural areas has been greatly restricted. The new electronic business model and payment mode which is to adapt to the rural areas is under continuous innovation, for example, perhaps the model that connects to internet by mobile devices such as mobile terminals is becoming one of more effective means for the popularization of internet in rural areas.In the actual survey of rural areas, the author also finds that the problem of payment has become a bottleneck in the development of rural e-commerce, especially the region, culture, educational level and other factors have restricted the development of rural payment environment and the rapid flow of capital. Based on the actual survey, this thesis analyzes the characteristics of rural e-commerce in China and mobile e-commerce, and the environment and application of electronic payment. The current situation, mode and problem of rural e-commerce served by Agricultural Bank of Sichuan Province are analyzed emphatically and targeted and operable countermeasures and suggestions are also proposed. It provides a new thinking for creating a rural e-commerce and improving the rural electronic payment environment by a variety of resources and channels. Besides, it provides some references for improving the development of rural e-commerce, especially for the new payment model, such as the electronic payment model.