Research On The Status And Countermeasures Of Rural E-commerce Development In Lu'an City Under The Background Of Rural Revitalization

As socialism with Chinese characteristics enters a new era,the problem of unbalanced and inadequate social development in rural areas is becoming more and more prominent.The income gap between urban and rural residents has remained high for a long time.Employment opportunities and jobs are scarce in rural areas.A large number of rural young and middle-aged workers go out for work,and the problem of rural “hollowing” continues to deteriorate.In order to promote the development of rural areas,the report of the 19 th National Congress of the Communist Party of China proposed to implement the strategy of rural revitalization and effectively solve the problem of the development of agriculture,rural areas and farmers.Rural e-commerce can innovate the trading mode of agricultural products,activate the potential of farmers to get rich,and guide the structural reform of the supply side of agriculture.Therefore,exploring the development status and problems faced by rural e-commerce in the context of "Internet +" is of great significance for promoting rural revitalization.There are three poverty counties in Lu'an,namely,Huoqiu,Shucheng and Jinzhai,accounting for 56% of the total population of Lu'an City.In order to help the rural areas get rid of poverty,Lu'an City comprehensively promoted e-commerce to cover all rural areas in 2017 and achieved good results.In 2017,the trading volume of e-commerce of Lu'an exceeded 60 billion.About 8,000 poor people work in the field of rural e-commerce and nearly 2,000 poor households were lifted out of poverty through e-commerce.However,due to the late start of rural e-commerce in Lu'an City,there are still many obstacles and difficulties in its development.This paper takes the rural revitalization of Lu'an City as the development target,analyzes the development status and problems of rural e-commerce in Lu'an City,and provides reasonable suggestions for the scientific and effective development of rural e-commerce in Lu'an City.This paper adopts the methods of literature research,field investigation and expert consultation.First of all,this paper sorts out the research results of domestic and foreign scholars in the development model,influencing factors,problem obstacles and development countermeasures of rural e-commerce.Secondly,this paper outlines the typical rural e-commerce development model in China and expounds the characteristics and functions of rural e-commerce.Thirdly,this paper investigates the development foundation,development strategy model,spatial layout and corresponding development effect of rural e-commerce in Lu'an City.Then,combined with the development of rural e-commerce in Lu'an City,this paper discusses the development problems.Finally,according to the agricultural characteristics of Lu'an City and the development status of rural e-commerce,this paper puts forward the countermeasures and suggestions for improving the sustainable development of rural e-commerce in Lu'an City.The research in this paper finds that Lu'an City has a good foundation of policy,industry,location and technology development,and has formed a development pattern of “one circle + one zone” and a spatial layout of “online + offline”.However,there are also problems such as the lack of e-commerce professional and technical personnel,the single-level e-commerce outlet business,the lack of logistics end-delivery services,the weak marketing ability of e-commerce enterprises,the unclear definition of e-commerce industry standards,and the uneven development of overall informationization.In order to improve the development of rural e-commerce in Lu'an City,we should deepen the popularization and application of "Internet +",improve the supporting measures of rural e-commerce,strengthen the cultivation of rural e-commerce mains,strengthen the summary and promotion of typical models,and promote the establishment of rural e-commerce demonstrations.The main feature of this paper is to analyze the development status and problems faced by rural e-commerce development in Lu'an City in the context of rural revitalization,and provide suggestions for the further development of rural e-commerce in Lu'an City.The recommendations in this paper also provide some reference for the development of rural e-commerce in areas with the similar characteristics in Lu'an City.