Research On The Problems And Countermeasures Of Rural E-commerce Development In Huai ’an City

In the context of the current rural revitalization strategy,the development of "Internet Plus Agriculture" plays an important role in promoting the rapid development of rural e-co mmerce and understanding the establishment of a comprehensive urban-rural integration d evelopment system and mechanism.The national,provincial,and municipal governments have invested a significant amount of special financial funds to support rural revitalization,with the development of rural e-commerce becoming an important path for achieving rural revitalization nationwide.However,behind the rapid development,there are still many fac tors that constrain the high-quality development of rural e-commerce,resulting in varying degrees of shortcomings in the process of rural revitalization.This research focuses on the current status of rural e-commerce development in Huai’an City,aiming to identify the exis ting problems and their causes,and propose conclusions and recommendations.This study has important theoretical implications for further promoting the development of rural e-co mmerce and revitalizing rural economy.Huai’an is located in the northern central region of Jiangsu Province,with a superior g eographical position.It is an important central city and regional transportation hub in the n orthern part of the Yangtze River Delta,as well as a major agricultural production area.Wit h abundant water,good soil,and favorable climate resources,Huai’an has rich agricultural products with distinctive characteristics in each county.However,unlike the phenomenon of e-commerce industrial clusters such as "Wuhan’s crayfish," "Yangcheng Lake’s hairy cra b," "Shuyang’s seedlings," or "Shaji’s furniture" in the booming development of rural e-co mmerce nationwide,Huai’an’s rural e-commerce has not achieved the same level of cluster effects.Therefore,this study adopts methods such as literature analysis,case study,questionn aire survey,and information research to focus on the current status and existing problems o f rural e-commerce development in Huai’an.The research is divided into five parts.The fir st part introduces the background,purpose,and significance of the research,and discusses t he literature review,research ideas,and methods.The second part elucidates the relevant c oncepts and theoretical foundations of rural e-commerce to establish the theoretical basis f or this research.The third part examines the current status and achievements of rural e-com merce development in Huai’an,using the SWOT analysis method to identify the strengths,weaknesses,opportunities,and challenges of rural e-commerce development in Huai’an.T he fourth part analyzes the current situation of rural e-commerce development in Huai’an b ased on the basic conditions of rural e-commerce development and two typical cases withi n the same province.It also includes field visits and questionnaire surveys to identify the m ain problems such as the lack of professional agricultural development planning,the absen ce of leading enterprises in the industry supply chain,the absence of large markets and proj ects for scale processing,weak county-level logistics infrastructure,and a scarcity of rural e-commerce talents.The reasons behind these problems are analyzed,including limited go vernment policy support,low degree of product standardization,small and fragmented logi stics demand,and difficulties in talent cultivation and retention.The fifth part summarizes t he conclusions that rural e-commerce development in Huai’an is relatively lagging,govern ment support policies are inadequate,the influence of city brand and characteristic brands i s insufficient,and the advantages of transportation hubs are not fully utilized.Correspondi ng strategies and recommendations are proposed,such as increasing policy support from th e government,encouraging the establishment of standardized products and the developmen t of characteristic industrial belts,strengthening county-level logistics infrastructure constr uction,and enhancing the training of rural e-commerce talents.