Keywords: rural economy; E-commerce; Institution building
1 Macro factors of developing e-commerce
In order to promote "mass innovation and entrepreneurship", release the potential of domestic demand and enhance the interoperability of consumer information, all parts of the world pay attention to and attach importance to the work of e-commerce. E-commerce not only helps to expand consumption, stabilize growth, adjust structure and increase employment, but also has an irresistible impact on people's lives as e-commerce gradually moves from online to offline and from virtual to reality. E-commerce optimizes the traditional resource allocation and brings new business models to production enterprises, circulation enterprises and marketing enterprises. The development of e-commerce is of great strategic significance to the transformation and upgrading of traditional industries in China, as well as to enhance industrial competitiveness, influence, driving force and radiation.
2 the importance of developing rural e-commerce
(1) Developing rural e-commerce is an effective way to adjust the structure and mode and promote rural economic development. E-commerce accelerates the transformation of rural production mode and management mode, promotes the transformation of agricultural products circulation links and channels, is a "catalyst" for transformation and upgrading, and is an important means to promote the transformation and upgrading of rural circulation mode. As we all know, the trend of agricultural modernization is that the industrial chain of agricultural products is gradually elongated, resulting in large-scale production, high-quality products and well-known brands, thus promoting the transformation and upgrading of China's traditional agricultural industry and meeting the needs of modern society for agricultural products. And e-commerce is the accelerator of this trend. On the other hand, e-commerce is also a new starting point for developing local economy. Over the years, all localities have pinned their hopes on major investment projects or industrial projects to stimulate economic growth. However, its own agriculture and countryside are too valued. However, the introduction of funds often fails to keep up with the follow-up, with many problems and complicated solutions, which are more likely to bring environmental pollution. Comparatively speaking, rural e-commerce can promote the sales of agricultural products, provide interoperability of goods, make certain contributions to the ideological transformation and civilization of rural people, and ensure that it will always accompany the development of rural areas.
(2) Developing rural e-commerce is an important means to expand the rural consumer market. The production, storage, transportation, processing and sales chain of traditional agricultural products is long, and there are many links from producers to consumers, which affects the circulation efficiency and increases the circulation cost. The advantage of e-commerce is that there is no need for physical store shelves, floor locations, etc. And can communicate directly with customers all over the world without the influence of funds. It has a wider sales area, wider channels and more customers, and it also reduces a large part of the cost problem. More and more agricultural products have entered thousands of households through the Internet, which provides new ideas for farmers to solve the problem of selling difficulties. Traditionally, farmers can only buy agricultural products locally, with limited channels. If no one buys it or the market is not good, farmers will often suffer, while online sales of agricultural products are aimed at consumers all over the country, which makes farmers become passive and active, simplifies the supply chain, reduces the transaction cost of agricultural products and has obvious effects on increasing farmers' income. At the same time, e-commerce has changed the rural circulation mode and consumption concept, and enhanced the rural consumption vitality. In the past, the elderly and children left behind in rural areas had to spend money, which was neither able nor convenient. Now, when shopping online, only children and parents who work outside the home need to confirm online that any goods can be quickly delivered to the elderly and children in rural areas, so that rural residents can truly realize the same shopping treatment as urban residents. Rural consumption has undoubtedly formed a new growth point of today's consumption through e-commerce.
(3) Developing rural e-commerce is an important starting point to solve the problems concerning agriculture, countryside and farmers. Rural e-commerce solves the problem of information asymmetry between farmers and markets, shortens sales channels, reduces sales costs, avoids the imbalance of oversupply or oversupply, and promotes the industrialization, standardization, scale, marketization and branding of agricultural production, benefiting both buyers and sellers. Rural e-commerce is a new perspective to promote the construction of new countryside, a great opportunity to realize strong agriculture and rich agriculture, and a brand-new development direction and new model to solve the problems concerning agriculture, countryside and farmers. It has improved the value of agricultural products and really increased the income from supporting agriculture. It has improved agricultural economic development, rural infrastructure construction, farmers' employment, agricultural logistics, improvement of rural life quality and optimization of rural organizational structure.
(4) Developing rural e-commerce is an important way to narrow the gap between urban and rural areas and coordinate urban and rural development. With the advent of the Internet age, farmers use various platforms and channels under internet plus to get in touch with the latest knowledge and information, which greatly shortens the gap between urban and rural areas, enjoys the resources enjoyed by many cities, realizes the convenience of staying indoors, promotes the development of rural areas, and can also trigger the new pursuit of fashion trends and lifestyles in rural areas. This will greatly promote the improvement of rural life quality and the acceleration of urbanization.
(5) Developing rural e-commerce is an effective measure to cultivate new farmers and promote innovation and entrepreneurship. In today's "mass entrepreneurship and innovation", the promotion of rural e-commerce will inevitably cultivate new farmers with culture, technology and management, directly connect with the market through e-commerce platform, drive farmers to get rich at home, turn rural surplus labor into human resources advantages, and help farmers get full employment. At the same time, the development of rural e-commerce also provides many employment opportunities, which can attract some rural youth to return and some talents to enter, effectively stop the spread of "empty nest phenomenon in rural areas" and solve the long-standing problem of "staying behind" in rural areas. Across the country, based on their geographical location, cultural heritage and customs, many villages use the Internet to sell their own specialties or agricultural products. Commodities that look ordinary locally can be loved by people from different places, and then they can make huge profits. The people's enthusiasm for selling their products by e-commerce is unprecedented, and the model of "farmer+company+network" appears constantly in Taobao Village and Taobao Township (town). The development of rural e-commerce is bound to be a profound revolution in rural areas of China under the new situation.
3 the development of rural e-commerce government work
Strengthen leadership and clarify responsibilities. Formulate specific implementation plans for rural e-commerce, and clarify the responsibilities and tasks of various functional departments. To improve the attention of leaders to rural e-commerce, government leaders should take the lead in setting an example and taking the lead in implementation; It is necessary to clarify the specific responsibilities of the leaders in charge, go deep into the front-line supervision and inspection, coordinate and solve problems, do a good job in specific work guidance and coordination, implement key links, ensure that someone is responsible, clear responsibilities, and complete the time limit, and rapidly promote the development of rural e-commerce.
Strengthen training and cultivate talents. The government should give full play to the advantages of cultivating all kinds of talents in rural areas, strengthen cooperation with well-known e-commerce enterprises such as JD.COM and Alibaba, invite well-known e-commerce experts to give lectures, give full play to the role of e-commerce incubators, provide technical training for rural party member cadres, e-commerce enterprises and operating farmers, encourage migrant workers to return home to start businesses, actively introduce outstanding e-commerce talents, and give certain preferential policies and material rewards to effectively solve the problem of insufficient e-commerce talents in rural areas. With the rapid development of e-commerce, the rural economic model is constantly changing. Talent is the key. Enabling and developing e-commerce will greatly change the traditional rural economy and product form, and will also change the production and lifestyle of local people.
Improve supporting facilities and smooth the logistics system. Transportation, logistics, postal services, supply and marketing departments should integrate and utilize the existing circulation network resources in rural areas, further improve the rural logistics distribution system, and vigorously develop logistics distribution services coordinated with electronic transactions, online shopping and online payment. Strengthen cooperation with well-known enterprises such as Alibaba, actively introduce well-known express logistics enterprises to set up branches, upgrade existing logistics outlets and slimming platforms, and integrate distribution channels and third-party distribution. Vigorously publicize and create an atmosphere. It is necessary to make full use of mainstream media and physical advertisements to publicize, explain the basic knowledge and implementation process of e-commerce, solve farmers' doubts and doubts in time, and publicize new experiences, practices, new enterprises, new products and new channels in developing e-commerce in various places. Increase publicity and popularization, and create a strong atmosphere for the development of rural e-commerce. Supervise scheduling and form a joint force. It is necessary to strengthen work coordination, hold regular coordination meetings, and coordinate and solve the difficulties and problems existing in the work promotion; It is necessary to introduce e-commerce incentives and support measures, make good use of special funds for e-commerce industry, and encourage the rapid development of e-commerce in our city; It is necessary to strengthen supervision and inspection, sum up experience, comprehensively promote the smooth progress of the work, find out the reasons for the poor progress, and immediately rectify; It is necessary to establish a scientific assessment and reward mechanism, incorporate rural e-commerce into the annual quantitative assessment system, and organize the assessment at the end of the year.
Changjiang B