The Research On Rural E-Commerce Development In Hunan Province

The accelerated integration of "Internet +" agriculture has contributed to the rapid development of the rural economy,but e-commerce still faces some difficulties in rural development.This study analyzes the current mode of operation of rural e-commerce in China and analyzes the advantages and disadvantages of the model.Questionnaires and interviews were used to analyze the current situation and existing problems of rural e-commerce in Hunan Province.Among them,390 rural netizens were selected as the survey objects,and the main factors affecting the development of rural e-commerce in Hunan Province were summarized.The problems in rural e-commerce in Hunan Province are as follows:(1)The popularity of network information technology in most rural areas is low,and the hardware foundation for e-commerce is poor.(2)Rural netizens lack awareness of e-commerce,and they are less aware of the use of e-commerce to engage in agricultural product sales and training in agricultural-related services.(3)Logistics and distribution can not meet the needs of the rural market.The development of logistics is greatly affected by the geographical characteristics of the region;the regional economic level is quite different,there is a huge economic gap between the remote rural and suburban rural areas,and the supply and demand level of rural logistics Low,while at the same time restricting the development of rural e-commerce.(4)The characteristics of rural netizens'personal qualities have a significant impact on the participation of rural netizens in e-commerce,such as awareness,professional skills,education level,and family economy.(5)The comprehensive competitiveness of agricultural products in Hunan Province is weak,and the product base for e-commerce is poor.The weaker competitiveness is manifested in the dispersion of agricultural production,the low degree of agricultural production organization and the small scale of production.In view of the problems existing in the development of rural e-commerce inHunan Province,five suggestions for promoting the development of rural e-commerce in Hunan Province are proposed.First,the government should speed up the popularization of rural network information technology.Second,strengthen the quality education of farmers and raise farmers'awareness of e-commerce.The third is to aggregate regional logistics demand,improve the supply capacity of rural logistics,and reduce transportation costs.Fourth,open up the horizons of rural netizens,increase contact with the outside world,and create a learning-oriented rural community system.Fifth,unify agricultural product brands and packaging and unification.Relevant standards for the production,storage,inspection,circulation,and sales of agricultural products to ensure the quality and consistency of agricultural products.