Research On The Application Of Rural E-commerce In The Field Of Agricultural Product Marketing In China

In recent years,the party and the state attach great importance to the development of rural e-commerce in China’s vast rural areas.The application and development of rural e-commerce has brought new impetus to the revitalization of rural industry and the take-off of rural economy,widened the marketing channels of agricultural products,promoted the employment of rural population,helped increase the income of rural population,effectively integrated rural resources,and accelerated the development pace of agricultural modernization and Rural Revitalization.Since the "rural e-commerce" was officially written into the No.1 document of the central government in 2014,the follow-up relevant policies to promote the development of rural e-commerce at the national level have been continuously improved.The State Council,the Ministry of Commerce,the Ministry of agriculture and other departments have worked together to provide basic conditions such as facilities,funds,technology and talents for the development of rural e-commerce,and all aspects of the development environment of rural e-commerce have been continuously improved.Therefore,taking the current high attention paid by the party and the state to the development of rural e-commerce as the starting point,combined with the professional theoretical knowledge of Marxism,this paper analyzes and summarizes the achievements,shortcomings and causes of the application of China’s rural e-commerce in the field of agricultural product marketing,It is of great significance to explore the feasible path for the high-quality development of rural e-commerce in China in the new era.By the end of 2020,China will successfully complete the goal and task of poverty alleviation.As an effective way to consolidate and expand the achievements of poverty alleviation and narrow the gap between urban and rural areas,rural e-commerce must firmly grasp the development opportunities given by the times and effectively integrate into the development wave of rural e-commerce.This paper is mainly divided into five parts:The first part is the introduction,which mainly covers the research background and significance,research status,research methods and research ideas,research innovations and deficiencies;The second part is an overview of the application of China’s rural e-commerce in the field of agricultural product marketing,including concept definition,theoretical basis and importance.Firstly,it defines the concepts of e-commerce,rural e-commerce and agricultural product marketing.Secondly,it expounds the relevant theories of classical Marxism and Chinese Marxism,which are the main basis of the research,in order to provide ideological support for the application of Chinese rural e-commerce in the field of agricultural product marketing.Finally,it expounds the importance of the application of rural e-commerce in the field of agricultural product marketing in China;The third part is the application status of China’s rural e-commerce in the field of agricultural product marketing,mainly from two aspects: achievements and shortcomings.On the one hand,it summarizes the achievements of China’s rural e-commerce in the field of agricultural product marketing from the three dimensions of infrastructure,platform construction and logistics development;On the other hand,this paper analyzes the shortcomings of the current application of rural e-commerce in the field of agricultural product marketing in China from five aspects: the development level of rural e-commerce,the level of logistics service,the quality and safety of agricultural products,the brand construction of agricultural products and rural e-commerce talents;The fourth part is the analysis of the causes of the deficiencies in the application of rural e-commerce in the field of agricultural product marketing in China.It mainly summarizes the five reasons for the different development conditions of rural e-commerce in various regions,the weak infrastructure construction related to rural e-commerce,the imperfect quality and safety traceability system of rural e-commerce agricultural products,the lack of financial and technical support for the development of rural e-commerce,and the imperfect policies for the cultivation and introduction of rural e-commerce talents;The fifth part is the countermeasures to optimize the application of China’s rural e-commerce in the field of agricultural product marketing.Mainly from the five aspects of agricultural product market competitiveness,rural infrastructure,business environment,financing system and talent team construction,this paper explores the optimization path of China’s rural e-commerce in the field of agricultural product marketing in the new era.This paper uses a unique perspective,takes the relevant theories of classical Marxism and Chinese Marxism as the theoretical basis for research,focuses on the overall situation of the current application of China’s rural e-commerce in the field of agricultural product marketing,and analyzes the achievements and shortcomings of China’s rural e-commerce in the field of agricultural product marketing,This paper analyzes the causes of the existing deficiencies,summarizes a set of optimization paths for the application of China’s rural e-commerce in the field of agricultural product marketing under the guidance of Marxism and against the background of socialist market economy,and strives to be scientific and systematic,Promote the high-quality development of rural e-commerce in China.