Research on Strategies for Enhancing Rural E-commerce Participation: A Case Study of Jiaohe City, Jilin Province

Abstract

This article focuses on the path of increasing rural e-commerce participation in Jiaohe City, Jilin Province. From the perspectives of multiple stakeholders such as farmers, enterprises, and the government, the article systematically analyzes the constraints of insufficient participation in technology, infrastructure, and policy culture. In terms of the weak digital literacy of farmers, lagging logistics system, and low degree of product standardization in Jiaohe City, corresponding strategies such as talent cultivation, supply chain optimization, and brand empowerment are proposed to explore the endogenous driving force construction mechanism of the rural e-commerce ecosystem. The research reveals that the core contradiction in the development process of regional e-commerce is reflected in the insufficient coordination of the main body and the inefficient integration of resources, emphasizing the need to activate market vitality through policy guidance. The research conclusion can provide a corresponding theoretical framework for the differentiated development of county-level e-commerce, and has practical reference value for the digital transformation of rural economy in the context of rural revitalization.