Research On The Development Path Of E-Commerce In Wudu District Of Longnan City Under The Background Of Rural Revitalization

The development of a mediated society and the rise of the platform economy have together created the emerging media platform of e-commerce,where traditional buyers and sellers turn to e-commerce platforms and engage in a series of transactional interactive behaviors.This study understands the interaction between buyers and sellers on the e-commerce platform as a media practice of the media participants,and examines how this media practice reconstructs social reality,influences broader social practices,and promotes rural revitalization.The study takes the first national pilot city of e-commerce to alleviate poverty-Longnan City’s Wudu District e-commerce as the research object,through field visits to observe 28e-commerce businesses in Longnan City’s Wudu District,in-depth interviews with 34 people,and supplemented by online ethnography,examines the media practices on the e-commerce platform,explores the relationship between this series of media practices and rural revitalization,and clarifies the relationship between this series of media practices and rural revitalization is explored,and the path of e-commerce development in Wudu District is clarified,in order to provide benefits to the development of e-commerce in the context of rural revitalization.It is found that,under the explanation of PEST model,with the improvement of people’s awareness of e-commerce and the change of consumption concept,Longnan Wudu District provides a good external environment for e-commerce development by introducing e-commerce support policies,innovating e-commerce management system,improving road network structure,building logistics system,taking the advantage of national geographical indication products and diversified network sales channels,etc.In addition,the traditional commercial activities in Wudu District of Longnan City,such as catching up with the market,walking in the streets and lanes,store retailing,etc.,cannot meet the requirements of the times of comprehensive promotion of rural revitalization because of its conservative activity form,weak development root and single development concept,therefore,this has forced the development of electric business in Wudu District to a certain extent.Under the background of internal call and external response,the electric business in Wudu District has been innovating continuously,and after four stages of development of single platform,development of diversified platform system,maturity supported by social platform and transformation of online and offline integration,it has formed a win-win symbiotic development mode under the guidance of partial benefit mode with the main purpose of electric business to help farmers and revitalize the countryside,and actively transformed towards the online and offline integration of O2 O model transformation.Based on the above investigation on the practice of electric business development in Wudu District of Longnan City in the context of rural revitalization,it is found that the development of electric business in Wudu District has complemented and developed synergistically with the rural revitalization strategy through the platform empowering industrial development,talent cultivation,cultural prosperity,ecological environment and organizational construction,and has moved towards the convergence and intersection of the Kangzhuang Avenue.Specifically,the development of electric business in Wudu District provides a certain degree of new impetus for the implementation of rural revitalization strategy in terms of industry,talents,organization,ecology and culture,while rural revitalization provides support for the development of electric business in Wudu District from three aspects: policy,environment and talents.However,at present,the development of electric business in Wudu District still faces various challenges such as excessive pursuit of traffic by some electric business development bodies,insufficient platform operation ability,lack of professional talents,difficulties in transformation of traditional electric business and relatively backward infrastructure of rural electric business development.Comprehensive knowledge of the opportunities and challenges of W District’s e-commerce development,this paper proposes a path suggestion for the development of e-commerce in Wudu District of Longnan City in the context of rural revitalization from three dimensions: government,product system and platform resources: Firstly,the government should do a good top-level design through policy support,standard guidance and talent training to build a high-quality external environment;Secondly,through the construction of supply chain and logistics system,product type expansion and product branding construction,the formation of standardized and branded Wudu special product system to enhance the internal driving force of Wudu District’s electric business development for rural revitalization;Thirdly,through the integration of Wudu District’s government media matrix,promote the construction of electric business data center to enhance the external driving force of Wudu District’s electric business development for rural revitalization.As a social relationship extended by the media,e-commerce platform has formed a diversified social group including sellers,platform capital and buyers.In the context of rural revitalization,it also maps out the rural development,social relationship and political and technical level of labor resistance,and dissolves the power relationship under the urban-rural dichotomy.However,based on the consideration of enterprise survival and development,industry ecological construction and the inheritance of "craftsmanship",the development of e-commerce should balance the relationship with technology and avoid the imbalance of development caused by over-reliance on technology.The development of e-commerce has promoted and created new media technology,and human attributes and identities are constantly differentiated and integrated under the perspective of technology,but subjectivity should not be covered up and erased by technology.We are the extension of technology and the soul of technology.We should give full play to our subjective initiative and use the e-commerce platform to comprehensively promote rural revitalization.