Research on the Development Status and Strategies of Rural E-Commerce Under the Background of Rural Revitalization Strategy——Based on Field Research and Empirical Study of Three Cities in China

Abstract

Rural e-commerce is a high-speed engine to implement the rural revitalization strategy and accelerate rural modernization. To develop rural e-commerce, we should adapt measures to local conditions and take the road of e-commerce suitable for ourselves. This paper studies the supply side and demand side of rural e-commerce, and at the supply side level of rural e-commerce, based on the field investigation, this paper uses the SWOT analytic method to study the current situation of e-commerce in rural areas of Weihai, Yantai, Rizhao. Then using the questionnaire analysis method, from the perspective of farmers, views of agricultural producers on rural development e-commerce poverty alleviation were studied. At the demand side level of rural e-commerce, this paper uses the OLS regression model to study the factors affecting consumers' willingness to purchase agricultural products through self-built function model. Then, it analyzes the development prospects of rural e-commerce from the perspective of consumers through the distribution of questionnaires. Finally, based on the previous analysis, this paper puts forward research conclusions and suggestions from the supply side of rural e-commerce, the demand side of rural e-commerce, and Chinese government's macro-control policy.