Present Situation and Problems of Application of New Media in Rural E-commerce : A Case Study of Anhui Province  

作　　者：Shuhua CAO Yujun HU Peijun FU 

机构地区：[1]School of Business,Anhui Wenda University of Information Engineering,Hefei 230032,China

出　　处：《Asian Agricultural Research》2021年第10期12-17,共6页亚洲农业研究（英文）

基　　金：Supported by Humanities and Social Sciences Project of Anhui Wenda University of Information Engineering—Research on E-commerce Marketing Strategy of Agricultural Products Based on Poverty Alleviation and Agricultural Support(XSK2021A04).

摘　　要：The application of new media technology in rural areas of China provides more convenient conditions for agricultural products publicity,transaction information dissemination and user feedback.In particular,e-commerce platform based on Internet technology provides more convenient sales channels for characteristic agricultural products.Through the research on the application of new media technology in rural areas of Anhui Province,this paper explores the actual effect of new media technology on the development of rural e-commerce.The questionnaire survey is used to understand the development status of new media in rural areas of China.They are:the development of"Internet government affairs"has begun to take shape;the official account of WeChat has shortened the time and space between the production and consumption of agricultural products.Live interaction gives full play to the powerful role of fan economy;digital media has not been widely used.Through the form of on-the-spot visits,this paper expounds the application effect of new media in the agricultural field of Anhui Province from three perspectives of the government,agricultural enterprises and farmers.It analyzes the problems existing in the application of new media in rural e-commerce in Anhui Province.They are:the new media market is still full of problems;The infrastructure construction of rural e-commerce is relatively poor;Farmers lack the guidance of professional talents;farmers' acceptance and learning ability is poor.The paper puts forward suggestions for the development status and problems of new media in rural areas of Anhui Province.They are:the provincial government should continue to promote the new media market order;all e-commerce enterprises should actively undertake social responsibility;rural e-commerce entrepreneurs should actively promote professional operation;farmers should actively change their views on new media.

关 键 词：New media Rural e-commerce Farmer e-commerce Anhui Province 

分 类 号：G206[文化科学—传播学] F724.6[经济管理—产业经济] F327