Research On The Development Of Rural E-commerce In Pingyang County,Zhejiang Province

E-commerce,as a new marketing means,is gradually changing the traditional commercial marketing model.Through combination of modern information technology and traditional business methods,development of rural E-commerce effectively integrates agricultural production,processing,packaging,distribution and sales.advanced nature,broad,economic,efficient,breaking the time and space constraints and other characteristics,rural E-commerce provides a good solution for problems encountered in the circulation of agricultural products,such as information asymmetry,poor circulation and so on.Above all,development of rural E-commerce is meaningful in promoting the pace of development of modern agriculture,solving agricultural products circulation,improving the income of farmers,promoting China's rural economic development and social stability.This paper is based on the in-depth investigation and analysis of the status quo of rural e-commerce development in Pingyang County,this article summarizes the current “Farmers + Village Amuse Partners + E-commerce Platform”,“Farmers + Agricultural Cooperatives(Companies)+ E-commerce in Pingyang County.The three typical rural e-commerce development models,Platform and Producer + Rural E-Commerce + E-commerce Platform,have conducted in-depth research on these three models in terms of overview,operational procedures,operational effects,and model analysis.This paper believes that the rural e-commerce model of producer + rural e-commerce company + e-commerce platform integrates high-quality farm produce and breeding bases and farmers in the county through e-commerce companies,according to the individual needs of consumers on the e-commerce platform.Guide production,precise production,and adopt a unified brand,unified packaging,unified sales,unified distribution,and unified after-sales,not only solved the problem of unmarketable agricultural products,so that farmers can be assured of boldly planted,bear zero risks,avoid surplus of agricultural products,insufficient And homogenization also provides consumers with satisfactory products,promotes economic benefits,maximizes social benefits,and forcibly reforms farmers and network operators.It is in line with the requirements of national supply-side reform and can be widely replicated and applied.It is worth promoting.At the same time,this paper aims at the current policy and financial support for rural e-commerce development in Pingyang County still needs to be strengthened,rural e-commerce expertise and service personnel are scarce,the standardization and branding of agricultural products is not perfect,and the logistics distribution system urgently needs further improvement.Five outstanding issues such as imperfect laws and regulations,given the government to provide policies and financial support,strengthen infrastructure construction;build a high-quality rural e-commerce professional talents;Optimizing the legal environment for e-commerce development;Consolidate the basis of agricultural product standardization and speed up brand promotion;Actively develop Pingyang characteristics rural logistics system construction 5 credibility recommendations.