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Science & Technology Strategy and Policy

Research on Policy Texts from the Perspective of Policy Tools for  the High-quality Development of Rural E-commerce 

Yu Hong, Hu Xingbo, Yu Xinyan

(School of Public Administration, Hohai University, Nanjing 211100, China)

Abstract: In the context of current rural e-commerce policy implementation, rural ecommerce has emerged as a pivotal driver of rural revitalization. By leveraging modern informa⁃ tion technologies and internet platforms, rural e-commerce not only optimizes the distribution  channels for agricultural products but also fosters the diversification and modernization of rural  economies. Investigating the design and application of policy tools in rural e-commerce provides  valuable insights into the internal logic of governmental tool selection during policy execution. Such an investigation further contributes to the theoretical foundation and practical guidance  necessary for improving future policy frameworks. Grounded in policy tool theory, this study em⁃ ploys a two-dimensional analytical framework of "policy tools-policy goals" and utilizes qualita⁃ tive analysis software NVivo 14 to code and analyze 17 rural e-commerce policy documents. The study reveals that supply-side, demand-side, and environmental policy tools each  serve distinct and critical roles in facilitating the high-quality development of rural ecommerce. Supply-side tools, such as infrastructure improvements, financial support, and tech⁃ nical service provision, enhance resource allocation. Demand-side tools focus on stimulating consumption and expanding market demand, thereby fostering endogenous growth within the ru⁃ ral e-commerce sector. Environmental tools, encompassing institutional development, legal regu⁃ lations, and market supervision, provide a stable external environment and robust institutional  safeguards for rural e-commerce. The coordinated deployment of these three categories of policy  tools comprehensively promotes rural e-commerce development, reflecting policymakers' strate⁃ gic approach to implementing multidimensional intervention. However, the analysis also reveals an imbalance in the distribution of these policy tools, re⁃ flecting policymakers' preferences. Environmental tools dominate the policy landscape, suggest⁃ ing a pronounced reliance on institutionalized approaches to address the complexities inherent  in rural e-commerce development. This path dependence underscores policymakers' emphasis  on market stability and regulatory frameworks while also showcasing the distinct advantages of  environmental tools in optimizing external conditions and eliminating market barriers. In con⁃ trast, supply-side and demand-side tools are more commonly employed as supplementary mea⁃ sures due to their operational complexity and resource-intensive nature. This tendency illus⁃ trates policymakers' emphasis on shaping the macro-environment and their inclination toward  stable, institutionalized pathways in policy implementation. This study advances the understanding of rural e-commerce policy tool design and applica⁃ tion, providing a theoretical basis for optimizing the composition of policy tools. By achieving a  more balanced application of supply-side, demand-side, and environmental tools, policymakers  can enhance policy effectiveness, foster the sustainable and high-quality development of rural ecommerce, and better achieve the overarching objectives of rural revitalization. 

Key words: rural e-commerce; policy tools; policy objectives; environmental tools; highquality development