| The development of rural e-commerce in China not only contributes to the improvement of infrastructure such as transportation,logistics,and communication networks in rural areas,but also helps to increase farmers’ income levels,broaden their sources of income,and achieve important strategic goals such as rural revitalization and urban-rural integration.In 2014,in order to implement the No.1 Central Document,the Ministry of Commerce,in conjunction with the Ministry of Finance,launched a comprehensive demonstration of e-commerce in rural areas,which sparked the rise of rural e-commerce in China.In recent years,as the comprehensive demonstration work has been vigorously carried out,the popularity of the internet in rural areas and the improvement of infrastructure have been promoted,and rural business models have continuously innovated,with service content constantly enriching and the scale of rural e-commerce transactions continuously expanding.However,the development of rural e-commerce in China still faces multiple challenges such as high logistics and transportation costs,lack of professional talents,and incomplete supporting infrastructure.Solving these problems through market regulation alone is difficult,and requires scientific guidance and strong support from the government,especially the frontline institution of implementing national policies-grassroots governments.Research on the performance of grassroots governments in developing rural e-commerce can help them identify problems and take targeted measures to optimize their functions.Currently,there are relatively few studies on the performance of grassroots governments in carrying out rural e-commerce functions,and there is no set of quantitative evaluation criteria for grassroots governments to promote rural e-commerce development.This thesis takes the national e-commerce demonstration county,Langzhong City,as a sample,and through questionnaire and literature analysis,takes the performance of grassroots governments in rural e-commerce as the primary indicator,combined with the national e-commerce comprehensive demonstration performance evaluation indicators,summarizes and generalizes the secondary indicators of the index system,and then through survey questionnaires collected and sorted by the author,determines 15 tertiary indicators.The weight coefficients of evaluation indicators are determined by the Delphi method and analytic hierarchy process,and finally,the performance of Langzhong government in developing rural e-commerce is evaluated by questionnaire scoring.The results are as follows: Firstly,an index system for evaluating the performance of grassroots governments in rural e-commerce is established,with five secondary indicators of policy regulations,scientific planning,e-commerce products,fund support,and talent construction,and 15 tertiary indicators.Secondly,the weight coefficients of the indicators are determined,with the e-commerce products having the highest weight coefficient of 0.4938,followed by scientific planning at 0.2499,policy regulations at0.1397,fund support at 0.0742,and talent construction at 0.0424.The weight coefficients indicate that e-commerce products are the core competitiveness of sustainable development of rural e-commerce in a region,and need to be linked to the primary,secondary,and tertiary industries in the local area for scientific planning and reasonable infrastructure layout.Policy regulations,fund support,and talent construction,with lower weight coefficients,can play a crucial role in the development of rural e-commerce in the local area at different times.Thirdly,Langzhong government’s performance evaluation score in the year of 2022 is 0.7036,with a level ranging from general to good.Judging from the evaluation scores of the secondary indicators,the evaluation level of e-commerce products is the highest,at 0.7303,followed by scientific planning at 0.7040,and the lowest score is for fund support,at0.5679.Fourthly,Through comparative analysis,it was found that the overall performance evaluation score of Langzhong City Government in promoting rural ecommerce transitioned from "general" to "good" between 2016 and 2022.At the same time,the evaluation level of 5 second-level indicators and 15 third-level indicators in2022 were all higher than that of 2016,indicating that Langzhong City Government has done a lot of work in promoting rural e-commerce and has achieved some stage results.However,there are also some corresponding problem.The author analyzed each evaluation result one by one and identified several problems that exist in the Langzhong Municipal Government’s efforts to develop rural e-commerce,including the lack of emphasis on key e-commerce products,weak government coordination and planning,incomplete mechanisms for regulating the rural e-commerce market,and insufficient funding.To address these problems,the author proposed suggestions for the Langzhong government to improve its comprehensive governance system,perfect its supply chain system,establish a talent system,an alternative way to phrase this sentence could be: To facilitate the assimilation of rural ecommerce into the digital economy,and encourage its growth and development. |
