Research On The Development Strategy Of Rural E-commerce In HX Post

During the "13th Five-Year Plan" period,China’s e-commerce continues to maintain a good development trend.The urban e-commerce market is highly competitive and increasingly saturated,while the scale of rural e-commerce expands and becomes a strategic blue ocean.The Party and the State are vigorously implementing the rural revitalization strategy to promote farmers’ income and rural consumption.As a central enterprise and "national team",the development of rural e-commerce and the service of rural revitalization is not only the responsibility of implementing the decision and deployment of the central government,but also the need to bring into play its own resource advantages and achieve sustainable development.In recent years,HX postal branch based on the old revolutionary area of Dabie Mountain,integrated online and offline resources,the development of rural e-commerce business,and achieved certain results.However,the enterprise still faces core problems such as unclear strategy,lagging logistics capacity and weak market competitiveness.This paper takes HX postal branch as the research object,firstly composes the relevant theoretical foundation,and integrates the research methods such as questionnaire survey and research interview to make an in-depth analysis of the current situation,problems and causes of rural e-commerce development.Secondly,PEST analysis and Porter’s five forces model are used to analyze the external environment and industry environment in which the enterprise is located.Again,the internal resources and capabilities of the enterprise were analyzed,and the SWOT matrix was used to analyze the opportunities,threats,strengths and weaknesses faced by HX postal branch to develop a strategic plan;finally,the QSPM matrix was used to conduct a comparative analysis of alternative strategies,and the final decision was made to adopt a diversified growth strategy,diversifying from products,services,marketing,and channel brands,and setting strategic goals.,and to set strategic goals.and strategic objectives were set.The program was established around the objectives,and the supporting measures such as capital,technology and human resources needed to guarantee the implementation of this strategy were proposed.This paper expects to provide strategic reference and solutions for postal enterprises to develop rural e-commerce in the context of rural revitalization and "new retail" business model change,and to promote HX Post to enlarge the scale of upstream and downstream business flow with rural e-commerce as a traction,to form core competitiveness for sustainable development,and to build a postal service that is recognized by the government,satisfied by the people,benefited by the postal service,and win-win for all,The postal service benefits from a win-win rural e-commerce ecosystem.