Abstract
China's rural e-commerce has developed rapidly, in recent years, but there are still many bottlenecks restricting the development, such as the imbalance of regional development, the lack of e-commerce talents, the difficulty in selling agricultural product and so on. Based on the field investigation and in-depth interview of Taobao villages in Henan Province, this paper summarizes the experience of the intermediary business represented by Luoyang Shanxun company in promoting the development of Taobao village. In the rural areas without the development gene of rural e-commerce, through the + service provider model, professional service providers can help the local government to carry out the overall planning, train talents and incubate e-businesses, and assist farmers' e-businesses in villages to solve the practical problems encountered in the operation of e-stores. The role of service providers in the development of rural e-commerce is worthy of recognition, and its advanced experience is worth promoting and learning. In the areas where the spontaneous growth ability of rural e-commerce is weak, it is necessary to introduce third-party professional service institutions. Through the empowerment of professional service providers, help villagers master the skills of e-commerce entrepreneurship and employment as soon as possible, and solve the difficult problems in rural e-commerce operation. Summing up and promoting the experience of professional service providers is helpful to the development of rural e-commerce in China.
Highlights
Rural e-commerce has developed rapidly in China with the joint efforts [1] of the government [2], the platform and the new farmers
The development of e-commerce in rural areas promotes the rapid development of Taobao village [3], and drives farmers to return home to start businesses and get rid of poverty [4, 5]
Many rural areas do not have the gene of spontaneous growth, which is reflected in the lack of leaders, the lack of characteristic products suitable for online trading, the lack of business atmosphere, and the inconvenience of logistics
Summary
Rural e-commerce has developed rapidly in China with the joint efforts [1] of the government [2], the platform and the new farmers. Many rural areas do not have the gene of spontaneous growth, which is reflected in the lack of leaders, the lack of characteristic products suitable for online trading, the lack of business atmosphere, and the inconvenience of logistics In this case, we need a very professional rural e-commerce service providers, as the fourth force, to participate in the construction of rural e-commerce, to carry out scientific planning, integrate resources, train talents, incubate guidance, and solve pain problems [14]. The analysis of the operation experience of service providers represented by Shanxuncompany is helpful to summarize the positioning and role of service providers in the rural e-commerce ecology, promote the solution of the bottleneck problems in the development of rural e-commerce, and promote the rapid development of rural e-commerce in China
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