Research On The Countermeasures For Pepper Enterprises In Jiangjin District Of Chongqing To Develop Rural E-commerce

With the rapid development and widespread application of rural networks and mobile communication,the number of rural network users has rapidly increased,and the level of telecommunications services has gradually improved,providing a solid foundation for the development of rural e-commerce.As the "hometown of Chinese prickly ash",Jiangjin District of Chongqing has a history of planting prickly ash for nearly a thousand years,and the green prickly ash cultivated is one of the three major prickly ash varieties in China.Jiangjin District pepper enterprises have also carried out rural e-commerce business to expand pepper sales channels with the support of the government of Chongqing and Jiangjin District.However,according to the relevant situation and data in Jiangjin District,although Jiangjin District is a major pepper producing area in Chongqing,it is still worth further studying how pepper enterprises develop e-commerce.This paper uses literature research,questionnaires,interviews and other research methods to explore various factors that restrict the development of rural e-commerce of pepper enterprises in Jiangjin District.In the research process,2 0 0 questionnaires were distributed to rural pepper farmers and pepper enterprises in Baisha Town,Luohuang Town,Shilao Town,Lishi Town and Youxi Town of Jiangjin District,Chongqing,and interviews were conducted with relevant government staff to understand the development of rural e-commerce business of pepper enterprises in Jiangjin District,Chongqing at this stage,and analyze the problems and causes.According to the survey results,at present,the standardization level of pepper products is insufficient for rural e-commerce enterprises in Jiangjin District,Chongqing,which restricts the service development of rural e-commerce enterprises;The quantity of pepper products flowing into the e-commerce supply chain is limited;Lack of experience in rural e-commerce professionals in enterprises;Difficulty in obtaining market related public services;The lack of a three-dimensional rural e-commerce marketing system for pepper and the serious homogenization of pepper enterprises’ rural e-commerce business restrict the development of Jiangjin pepper enterprises’ rural e-commerce business.Finding the corresponding pepper with low level of large-scale planting;The attraction of rural e-commerce channels to pepper farmers is insufficient;Rural e-commerce enterprises have a short development time and lack attractiveness to professional talents;The role of the rural public service platform in Jiangjin District is limited;The reasons for the inability to establish a diversified marketing system due to financial and technological limitations,as well as insufficient planning of the Jiangjin pepper product system.Finally,in combination with the national and Chongqing rural e-commerce policies,according to the actual situation of Jiangjin District,the cooperation project mode is proposed to promote the standardized,intelligent and traceable construction of Jiangjin pepper;Assist pepper farmers in integrating into the rural e-commerce supply chain of pepper;Accelerate the cultivation and attraction of rural e-commerce professionals;Actively communicate and obtain information on rural e-commerce related services;Building a diversified rural e-commerce sales and marketing model;Strategies and suggestions for integrating Jiangjin pepper brand culture into pepper e-commerce sales.To sum up,this study analyzes and discusses the rural e-commerce business development,problems and countermeasures of pepper enterprises in Jiangjin District,Chongqing,with a view to providing theoretical and practical guidance for the rural e-commerce development of pepper enterprises in Jiangjin District,Chongqing City and even the southwest region.