Field Investigation On The Development Of Countryside E-commerce Service Station Development Under Rural Vitalization Strategy

At the beginning of 2018,the State Council released the Central Document No.1 “Opinions of the Central Committee of the Communist Party of China on Implementing the Rural Revitalization Strategy”,which clearly points out the importance of implementing the Rural Revitalization Strategy and its significance to agriculture,rural areas and farmers.Developing rural e-commerce is an important mean and also a starting point for implementing the Rural Revitalization Strategy.For the rural ecommerce,the rural e-commerce service stations are the connection between rural areas and cities,and the primary way for e-commerce to go to the countryside.Therefore,this paper has conducted a certain research on the current situation of rural e-commerce service stations.First of all,this paper analyzes the opportunities and challenges brought by the Rural Revitalization Strategy to the rural e-commerce service station.The opportunity is that the good policy and the broad development chance.However,the service,industry and the talented person are facing the challenge.Then,this paper uses the method by investigating fields and selects three counties around Bengbu,Anhui Province for one and a half months.The investigation takes the opportunities and challenges brought to the rural e-commerce service station by the Rural Revitalization Strategy as the dimension.On the one hand,this paper analyzes from the external environment of the rural e-commerce service station,which is mainly from the aspects of policy,brand and recognition.On the other hand,this paper analyzes from the internal environment,which is mainly from the side of the economy,customers,the staff and the physical distribution.This paper reflects the real situation of the operation of the rural e-commerce service station in comprehensive and objective way.Second,the research combines the local real rural e-commerce service stations.Through interviewing government staff,operators,and observation of entities,various problems existing in rural e-commerce service stations have been identified by this paper.Such as,the low efficiency of rural e-commerce service stations;the lack of enthusiasm of staffs;asymmetric information;and the lack of implementation of relevant policies.Then,this paper finds out the reasons behind these problems.Finally,according to these problems,this paper puts forward the countermeasures for the operation and the future development of rural e-commerce service stations.First,the stations should seize the policy opportunities and grasp the location advantages.Second,developing new models and reserving operational talents are important.Third,the stations need to develop characteristic products and strengthen the management.The countermeasures are providing a certain reference for the future development of rural e-commerce service stations,which have a certain practical significance and academic value.