The Income Increase Path Of Rural E-commerce Enabling Farmers In Jilin Province

The year 2020 is a victorious year for poverty alleviation,which eliminated absolute poverty,lifted all rural people out of poverty,and completed the first centenary goal.This is something to celebrate and to go down in history,but while rejoicing in the results we have achieved,we must also see the problem ahead,namely,that although absolute poverty has been eliminated,relative poverty still exists and will exist for quite a long time.Relative poverty increases the likelihood of social instability,so the next step to consolidate is to address relative poverty.With the rapid development of 5G and the improvement of network facilities,rural e-commerce has developed rapidly,which facilitates people and drives local economic development.Many places have seized this opportunity and not only got rid of the relative poverty state,but also become leaders in the development of the industry,especially in empowering farmers to increase their income.As a large agricultural province,Jilin Province is rich in agricultural resources and a wide variety of agricultural products,some products are also listed as China’s geographical landmark products,and have the resource endowment conditions for the development of rural e-commerce,but the development of rural e-commerce in Jilin Province is seriously unbalanced.The main problem is that the infrastructure related to e-commerce is insufficient to meet the needs of the rapid development of e-commerce in some areas;E-commerce professionals are in short supply,making it difficult to achieve innovation and expansion in the industry;The rigid attraction of talent introduction policies is not strong,resulting in talents that cannot be attracted,retained,and difficult to cultivate.In addition,some agricultural products in Jilin Province do not have their own characteristics,insufficient brand power or no brand,can not stand out from the large online market full of homogeneous products,can not effectively attract consumers,these problems can not be solved,can not quickly develop rural e-commerce.Based on the above problems,this paper will study the successful practices of counties(cities)with strong rural e-commerce development in China,draw valuable experience from them,and find out the path of empowering rural e-commerce and increasing income in Jilin Province.This paper selects 10 counties(cities)from the“Ali 2021 Agricultural Products E-commerce Top 100 County”,“2021 National Top 100 National E-commerce Top 100 List”and the development of rural e-commerce developed by the Jilin Provincial Government.It is Gongzhuling City,Fusong County,Yanji City,Tonghua County,Nong’an County,Jiaohe City,Yongji County,Dunhua City,Ji’an City,and Wangqing County.These cases are analyzed in depth,and the crisp set qualitative comparative analysis(hereinafter referred to as the cs QCA method)is used to select the conditional variables,simplify the complex conditional variables through the Boolean minimum budget,and obtain the optimal path for rural e-commerce to empower farmers to increase income.According to the calculated optimal path,specific suggestions are put forward for the development of rural e-commerce in Jilin Province.The suggestions are given from the aspects of strengthening policy support,expanding e-commerce business entities,improving supporting facilities and equipment,developing regional characteristic products,and strengthening farmers’ awareness of e-commerce.To increase policy support,we should formulate policies based on actual conditions,ensure the implementation and effectiveness of policies,and update detailed policy rules in a timely manner.The expansion of e-commerce business entities depends on the development of local operators and the introduction of foreign operators;To improve supporting facilities and equipment by optimizing the logistics and transportation network,building product storage centers,creating data management and control platforms,developing live streaming e-commerce bases,and increasing investment in electronic products;Dig regional characteristic products by doing a good job of existing products,expand other products,enhance the brand effect;Strengthening farmers’ e-commerce awareness depends on changing farmers’ e-commerce understanding and improving farmers’ e-commerce skills.