Abstract
Under the trend of “Internet+”, the analysis of the development of rural e-commerce will reveal some of its deficiencies such as a single booster, the lack of standards of the products, the difficulties of building the local logistics system, as well as the lack of effective distribution stations. The paper will dis-cuss the current development situation of rural e-commerce, especially the bot-tlenecks in the development process, and will propose a “Four-Step” strategy to break the deadlock from the perspective of rural revitalization. Those steps are as follows: firstly, improve the traceability system of product quality to boost consumer confidence; secondly, give play to comparative advantages and create regional agricultural brands with distinguishing features; thirdly, take the big data center of rural e-commerce as the fulcrum to lever the inventory of agricultural products; lastly, bring about the innovation and upgrading of related industries as well as industrial transformation and reconstruction to further promote the revitalization of rural areas.
Highlights
In recent years, the per capita disposable income and actual consumption expenditure of rural residents in China have been growing at a higher rate than that of urban residents, which manifests that the upgrading of rural consumption has been gradually accelerating
Under the trend of “Internet+”, the analysis of the development of rural e-commerce will reveal some of its deficiencies such as a single booster, the lack of standards of the products, the difficulties of building the local logistics system, as well as the lack of effective distribution stations
The paper will discuss the current development situation of rural e-commerce, especially the bottlenecks in the development process, and will propose a “Four-Step” strategy to break the deadlock from the perspective of rural revitalization
Summary
The per capita disposable income and actual consumption expenditure of rural residents in China have been growing at a higher rate than that of urban residents, which manifests that the upgrading of rural consumption has been gradually accelerating. Rural e-commerce, which is stepping into the fast track of higher quality development, plays an increasingly prominent role in optimizing rural industrial structure and boosting structural reforms in the agricultural supply side, adding new momentum to rural revitalization [1]
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