The Research On Recessive Disorder And Countermeasures Of Rural Electronic Commerce Development In Hengyang

Since the beginning of the 21st century,with the rapid development of China’s Internet economy,the transaction scale of e-commerce has grown rapidly,accounting for an increasing proportion in the total sales of social consumer goods.As a traditional agricultural city,Hengyang while vigorously promote the industrialization process,firmly relying on local rich agricultural resources,the development of camellia,rape,tea,tobacco,medicines and other agricultural characteristic industry development,for the local farmers’ income,employment,expanding made outstanding contribution,also to the local secondary industry and tertiary industry development has laid a good foundation.In recent years,with the help of the rapid development of the Internet economy,Hengyang vigorously develop rural e-commerce,drive local farmers out of poverty and get rich,improve the level of agricultural industrialization,on the rural e-commerce to promote agricultural characteristics of the industry development of rural economy fast lane.Based on the theory of transaction cost theory,supply chain and marketing theory,the paper make use of statistical investigation to obtain data,in-depth analysis of Hengyang rural electronic commerce development present situation and characteristic of using questionnaire survey to the various hidden obstacle of Hengyang countryside electronic commerce development factors quantitatively identification and classification,deeply discusses the factors of Hengyang rural e-commerce development obstacle in the background and reasons,finally combined with the quantitative analysis results and the actual situation of Hengyang,put forward to break the countermeasures of rural e-commerce development obstacle in Hengyang,specific include the following aspects:first,to increase policy support and guidance;Second,improve the rural logistics distribution and information system;Third,strengthen industry supervision and improve the quality of agricultural products;Fourth,to build a standardized rural e-commerce training base.Through the study of this paper,hope to expand Hengyang rural e-commerce transaction scale,promote the development and growth of local agricultural characteristic industry,drive local farmers out of poverty and get rich to provide positive policy reference.