Research On The Development Orientation Of County E-commerce

In recent years,the booming of e-commerce in China has brought unprecedented opportunities for prosperity and development of economy.In 2015,the State Council released a series of policies to support the development of e-commerce in a variety of policies covering cross-border e-commerce,"Internet +" guidance and rural ecommerce.In early 2016,the State Council issued a series of policies on rural ecommerce that strongly support the e-commerce landing in rural areas,reflecting the government's emphasis and support on developing rural e-commerce and accelerating economic growth.However,as an administrative division unit,the county provides an indispensable basic service for the development of rural areas.However,there is still a big gap compared with the strong infrastructure and convenient e-commerce development conditions in major cities.In addition,because of the many differences between the Chinese and Western cultures,such as the political system and the economic structure.So our country cannot roughly copy the theory of developing e-commerce in the western developed countries to analyze the problems and phenomena in China to guide the practice of the county governments in China.Although some domestic scholars pay attention to the development of e-commerce in the county,the research in this field is still in its infancy.Most of the researches only put forward some policy recommendations generally.In particular,there is a lack of empirical and theoretical studies based on the situation in China's counties.Therefore,there are many confusion need for theoretical guidance urgently.Based on the above theories and the literature analysis,this study chooses R County in Hebei Province as the research object after the observations.We obtained the data and information through field research,interview,in-depth observation and collection of internal planning documents and reports Data,using grounded theory research methods to repeatedly decompose,contrast and refine the data to obtain opencoding,axial coding,concise abstract selected coding,and finally the establishment of a county e-commerce positioning framework.According to the positioning framework,this paper analyzes the R County from the four aspects,the regional driving,policy environment,industrial development and enterprise support,and obtains the R county e-commerce development orientation report.This study found the problems when the counties are promoting the development of e-commerce in China.It also improve and enhance the theoretical understanding about the position of county e-commerce development,and provide practical guidance and reliable advice for the county government and businesses to promote the development of county e-commerce.