Author(s)

Dun Cai, Dong Xie

Corresponding Author

Dong Xie

Abstract

In 1990s, the rise of internet technology results in e-commerce developing in the world. However, in China, the traditional industry has also been greatly affected. There is a new trend of “no business, no electricity” under the influence of this new type of business. In recent years, the urban e-commerce market has become increasingly saturated, and e-commerce has begun to accelerate penetration into the countryside. In this e-commerce trend, going to the prime minister and going down to the ordinary farmers will all look to the e-commerce business as a way to get rich. However, many problems in the development of rural e-commerce need to be driven by national policies. Long-term investment and user habits can be solved. It can be said that the start of rural e-commerce still takes time. This paper summarizes the current situation of rural e-commerce development from basic research, field research, and current problems encountered by rural e-commerce and countermeasures for problem-solving, and take the needs of farmers as a research.

Keywords

Rural, E-Commerce, Industry Integration, Network Sales