Research On Optimizing The Development Path Of County-level Rural E-commerce In The Process Of Rural Revitalization

In the new period of the construction of socialism with Chinese characteristics,the problem of unbalanced and inadequate rural social development has become more and more obvious.For a long time,the income level of the countryside of our country has been at a low level,the rural job opportunities,less jobs,young labor force out to work,"hollowing out" phenomenon has been intensifying.The report to the 19 th National Congress pointed out that we should vigorously promote the development of agriculture,rural areas,and farmers and effectively solve their problems.In our country,e-commerce is a new mode of agriculture production and management.Therefore,studying the present situation and existing problems of Chinese rural e-commerce in the "rural revitalization" has very vital significance for promoting "rural revitalization".In the Internet era,e-commerce mode has become an important carrier of our economic development,with the same position as real economy.??In our country,the county area accounts for 95% of the total land area,but the county area economic scale only the whole nation GDP50% or so,in this context,rural revitalization strategy can not leave the support of e-commerce,therefore,to study our country rural e-commerce in the "rural revitalization" in the development situation and existing problem,to promote "rural revitalization" has very important significance.Taking J County of Hubei Province as an example,this paper comprehensively adopts the literature research method and the field investigation method to study the development of rural e-commerce in counties under the rural revitalization.First of all,on the basis of consulting relevant literature at home and abroad,this paper expounds the concepts of rural revitalization,rural e-commerce,urban e-commerce and rural e-commerce,as well as the long tail theory,information asymmetry theory,sustainable development theory and other basic theories.Then it describes the development status of rural e-commerce in J County,including the general situation of the development of rural e-commerce in J County and the description of the development status of rural e-commerce in J county.Combined with the results of field investigation,it is found that there are some problems in the development of rural e-commerce in J county,such as weak product brand recognition,lack of e-commerce merchants,weak construction of e-commerce logistics system and immature e-commerce platform.Further from the industrial system,product circulation system,talent system and public service system,the paper analyzes the reasons that hinder the development of rural e-commerce in J County,and finally puts forward the optimization path and countermeasures of rural e-commerce development in J County under the rural revitalization.For J County,based on the real economy,to build local well-known brands;Implement the strategy of e-commerce talents,strengthen the introduction and training of e-commerce talents;Strengthen infrastructure construction,improve the e-commerce logistics system;To solve the problems existing in the development of rural e-commerce from the four aspects of building an integrated e-commerce platform by cooperating with multi-party driving subjects.In order to ensure the smooth implementation of the optimization plan,the development path and countermeasures of rural e-commerce in J County are proposed from four aspects:government policy guarantee,talent guarantee,e-commerce supporting infrastructure guarantee and agricultural product standardization system guarantee.Through this study,it is expected to promote the sustainable development of rural e-commerce in J County,as well as the implementation of rural revitalization strategy,and also provide reference for the development of rural e-commerce in other places.