AL Group QGJ Rural E-commerce Service Station Operation Mechanism Optimization Research

Rural e-commerce service station is newly emerged with the rapid development of e-commerce over recent years.At present,domestic e-commerce giants has beefed up investment in the rural market to foster rural market and enlarge their market share respectively.Governments,farmer household,e-commerce enterprises can serve as mediator,server,and participant in rural e-commerce system,with extensive participation in promoting rapid development of business of e-commerce enterprises in rural area.The service station,however,has been encountered with problems in its development.Study on China's e-commerce from domestic and international scholars mainly focuses on rural e-commerce from a macro perspective,while that of service stations in rural areas established by e-commerce enterprises is relatively less.Service stations can assist e-commerce enterprises in winning a share of the rural market,and its sound development also realizes balanced development of products upward and downward,thereby proactively leading rural economic development.The author hopes to,through study on rural e-commerce service stations,analyze the reasons for problems existed,solve several common problems in its development,and help rural e-commerce service stations enjoy favorable development,thus promoting healthy development of the rural e-commerce industry.In this paper,by methods of document research,interview,field research,case study and through document literature consultation,investigation and survey,interview,and study,the author seeks to understand a series of problems in the development of rural e-commerce stations like low recognition of farmers,difficulty in agricultural material product downward,difficulty in agricultural products upward promotion,insufficient product category on platform,lag-behind development of logistics,lack of initiative in "partner" business promotion.The author has put forward multi measures from seven major perspectives to cope with a series of problems during the rural e-commerce service station development:improve farmers' recognition in e-commerce,address difficulty in agricultural material product downward and difficulty in agricultural products upward promotion respectively,gradually improve the product system in service stations,promote local e-commerce business development in industrial enterprise,increase "partner" capacity as well as efficiency for work,and accelerate the establishment of logistics system.The paper specifically selects QGJ rural e-commerce service stations of AL Group as the objective of study,finds the problems existed in service station operation by field survey and investigation,and innovatively proposes relevant supporting measures and optimization schemes for establishing the one-stop service for agricultural products upward.By the scheme,targeted and practical rural e-commerce service stations can be set up to dominate the competition with other enterprises.From the big picture,the operation of service stations can usher agricultural products out of countryside,allow the rural area and rural enterprises to sell products via the Internet channel with a jump in profit,thus increasing the income of farmers and rural enterprises and benefiting farmers with e-commerce.