RESEARCH ON MANAGEMENT OF THE E-COMMERCE DEVELOPMENT IN RURAL AREAS OF CHINA: PROBLEMS AND SOLUTIONS

This paper is the second part of the survey . In recent years, e-commerce in rural areas of China has been developing rapidly, which has an impact on regional development. The article explores and analyzes the issues of e-commerce management in rural areas of China. It has previously been identified that this area has problems such as backward infrastructure, an imperfect system of agricultural supply chains, and unbalanced regional development of e-commerce and conditions for its conduct. The article proposes solutions aimed at improving the management of e-commerce development in rural China. The author recommends: a) setting a management priority for reducing the rural e-commerce gap in various regions of China; b) develop a model of rural e-commerce and implement a general optimization scheme for the development of rural e-commerce in the country; c) organize the process of transferring experience and professional knowledge from regions with high development of e-commerce to regions with its weak use. The key management solutions for the development of rural e-commerce in China are: strengthening infrastructure; optimization of the agricultural supply chain system; improving standardization and branding of rural e-commerce goods; balancing regional differences in rural e-commerce development.