Research On The Identity Of Rural E-commerce Platform Practitioners

With the popularization of Internet information technology in rural areas and the implementation of the country's "village revitalization" strategy,rural e-commerce has ushered in new development opportunities.After years of hard work,Shanxi "Lecuntao" has expanded to more than 300,000 rural offline experience stores promoted by "Lecuntao",becoming a well-developed local e-commerce company in Shanxi.The number of offline experience stores in rural areas continues to increase,and the scale of store managers continues to expand,becoming a group of rural ecommerce platform practitioners that cannot be ignored.This research focuses on the identity construction of practitioners in the context of the development of rural e-commerce platforms.It takes the store manager of "Lecuntao" rural offline experience store as the research object,and uses research methods such as in-depth interviews and focus group interviews to analyze "Lecuntao".The identity construction process of the manager of the rural offline experience store has been described and analyzed dynamically.The research found that the manager of the "Lecuntao" rural offline experience store had a clear identity for himself before he started working—the rural store owner,and this identity showed a high degree of identity.In the early days of the industry,affected by subjective and objective factors,the identity of the owner of rural shops was gradually deconstructed under the impact,and a unified identity was constructed through two different methods-the manager of the "Lecuntao" rural offline experience store.This unified identity It is a temporary performance under active seeking and passive acceptance.In the middle of the industry,the identity of the manager of the "Lecuntao" rural offline experience store has gradually differentiated under the background that the self-identity and social identity of daily work have weakened.Reluctantly chose to give up,which completely disintegrated the temporary unified identity.Nowadays,the group of managers of offline experience stores in rural areas has fallen into a crisis of vague and unbalanced identity.In this regard,the state should transform from "workers" and " promoters " to "entrepreneurs" and "service providers",and the industry should transform from "wasteland pioneers" and "guides" to "deep cultivators" and "cooperators".Individuals should From "staggerer" and "dependant people" to "stalwart" and "independent",so as to reconstruct the identity of rural e-commerce platform practitioners,so that this group can get out of the identity dilemma as soon as possible.