Research On The Problems And Countermeasures Of E-commerce Logistics Distribution In Rural Areas Of Luoyang City Under The Background Of New Retail

In recent years,rural e-commerce has risen rapidly and developed rapidly in China.In the context of new retail,rural e-commerce continues to maintain a good development trend.Relying on the active policy support and influence of the state,rural e-commerce continues to give birth to consumption vitality and gradually promote the high-quality economic development in rural areas.Luoyang is the second largest city in Henan Province and the sub central city of the Central Plains urban agglomeration.In recent years,the rapid economic development of rural areas and the increasing purchasing power of rural residents have brought about the sustained prosperity of rural e-commerce.Nevertheless,there are still many "blocking points" in logistics distribution in rural areas,and the problem of "the last kilometer" has not been effectively solved.Based on this,this paper carries out targeted research.This paper takes the logistics distribution in rural areas of Luoyang as the research object,combs the relevant literature at home and abroad,takes the information asymmetry theory,supply chain theory and synergy theory as the theoretical basis,analyzes the development of rural e-commerce in Luoyang,the construction of logistics distribution infrastructure,the construction of logistics distribution system and the current situation of logistics talent cultivation,and establishes the following four dimensions: the reliability of e-commerce distribution,the professionalism of e-commerce distribution The satisfaction factor model of e-commerce distribution infrastructure,e-commerce distribution scale,e-commerce distribution cost,e-commerce distribution visualization and e-commerce distribution care for the evaluation of rural e-commerce logistics distribution.Supplemented by a questionnaire survey,this paper understands the overall evaluation of rural logistics distribution by rural residents in Luoyang,and makes an empirical analysis of the survey data by using SPSS.It is found that the basic problem is that the rural logistics infrastructure is imperfect;Logistics distribution system and demand dispersion;Low efficiency and high cost of logistics distribution;Low level of distribution specialization;The logistics industry is in disorder and the service level is low.At the same time,it analyzes the typical cases of domestic rural logistics efficient distribution,and finally puts forward the countermeasures to optimize the development of rural e-commerce logistics distribution in Luoyang from the three dimensions of government,logistics enterprises and rural residents,in order to realize the good development of rural e-commerce in Luoyang and promote the prosperity of rural economy.