| The development of e-commerce in China has been rapid in recent years,but the problem of unbalanced development between urban and rural areas is also very prominent,and the development of e-commerce in rural areas is relatively lagging behind,the combination of e-commerce and the three rural areas is low,and the driving effect on rural development is not obvious enough.With the gradual implementation of the rural revitalization strategy,the development of e-commerce in rural areas has ushered in opportunities.How to formulate effective development strategies to promote the better development of e-commerce in rural areas and give full play to the pulling effect of e-commerce on the economic development of rural areas has become a widely concerned topic in the macroeconomic field.In this context,we need to attach great importance to the development and model innovation of rural e-commerce,fully realize the positive role of e-commerce development model innovation for rural economic and social development,so as to formulate effective development countermeasures,solve the problems in rural e-commerce development,promote the further improvement of rural e-commerce development level,and strive to become the main force to undertake the rural revitalization strategy.This thesis firstly analyzes the current situation of rural e-commerce development environment in Xinyi through PEST model,explores the current situation of rural e-commerce development in Xinyi through rural e-commerce development model and model classification in Xinyi,and explores the problems of rural e-commerce development in Xinyi based on the analysis of environment and current situation.Secondly,this thesis constructs a set of e-commerce development model innovation level evaluation index system based on the results of SWOT analysis and the actual situation in Xinyi,Jiangsu Province,and evaluates it by using fuzzy hierarchical analysis,on which several kinds of market construction conjectures in line with Xinyi,Jiangsu Province are given.Next,through the analysis of the current situation of rural e-commerce development model innovation in Xinyi,combined with the interview results analysis of the typical cases of rural e-commerce development model innovation in Xinyi,this thesis explores the problems and causes of rural e-commerce development model innovation in Xinyi.Finally,based on the reference and inspiration of rural e-commerce development model innovation in Suichang,Shaji and Wugong,this thesis proposes countermeasures and safeguards for the optimization of rural e-commerce development model in Xinyi.This thesis finds that there are problems of shallow public awareness and low acceptance of the role of e-commerce,weak e-commerce infrastructure,lagging e-commerce logistics chain construction,and lack of leading e-commerce enterprises in the development of rural e-commerce in Xinyi.Further,through the analysis of interviews with typical cases of rural e-commerce development model innovation in Xinyi,it is found that there are problems of single mode of operation,low branding,low participation in e-commerce sales,and lack of professional talents in rural e-commerce development model innovation in Xinyi,the causes of which include limitations of rural regional culture,insufficient attention to regional e-commerce brands,unpopularity of e-commerce sales concept,and imperfect rural e-commerce Talent training system is not perfect.In response to the analysis results,this thesis proposes four countermeasures to optimize and innovate the development mode of rural e-commerce in Xinyi,including the development mode of government and platform collaboration through promotion activities,the development mode of platform cooperative alliance through branding development,the promotion mode of new platform through big data information technology,and the development mode of multi-party integration through talent alliance resources,and proposes the development mode of rural e-commerce in Xinyi from five aspects: organization,policy,fund,promotion,and supervision.It also proposes measures to ensure the optimization and innovation of rural e-commerce development in Xinyi from five aspects: organization,policy,fund,publicity and supervision. |
