依托电商平台的山西农村零售业态新模式研究

Research on the New Pattern of Rural Retail Business in Shanxi Relying on the E-commerce Platform

随着互联网的普及,电子商务模式成为社会经济发展最为重要的商业模式之一。农村电子商务也不例外,各大电商在山西省县域布局,为农村传统零售业态带来了传统业务领域之外的巨大机遇。本文立足山西,分析了目前传统农村零售业态发展的现状,认为传统零售业态难以满足农民日益丰富的消费需求,制约了消费潜力的释放。结合乐村淘、农村淘宝的农村电商发展模式,构建了依托电商平台的农村零售业态新模式,并提出新模式的发展建议,以求促进山西农村零售业态健康发展。

With the popularity of the Internet, the e-commerce model has become one of the most important business models of social and economic development. The network of major e-commerce companies has stretched far into rural areas in Shanxi Province, what brought an important opportunity for traditional retail format. After an analysis of present situation of rural retail format in Shanxi, this paper pointed out that the traditional rural retail formats had not met farmers＇ increasing consumption needs and restricted the release consumption potential. To quote the rural development model of Lecuntao and rural Taobao as a precedent, this paper tried to put forward a new model of rural retail industry for a far more healthy development of rural retail format on the e- commerce platform.