Study on Sustainable Development Strategy of Rural E-Commerce in the Northeast of China—A Case Study of 11 Villages, 11 Towns and 4 Counties

Using field research data from 11 towns and 11 villages in 4 counties of Shenyang, data building, coding and analysis were conducted through Nvivo 11 to distill the influencing factors of rural e-commerce development in Shenyang into advantages, disadvantages, opportunities and threats. Combined with the SWOT-AHP model, the weights of each influencing factor on rural e-commerce development were obtained by scoring by experts from five aspects, including government, enterprises, farmers, etc. The results show that the weak infrastructure and high cost of express delivery are important factors affecting the development of rural e-commerce, confirming the folk experience of “to get rich, first build roads”. At the same time, the awakening of brand awareness and the strengthening of technology services are advantages and opportunities for the development of rural e-commerce. Finally, according to the different combinations of influencing factors, we proposed a breakthrough strategy for rural e-commerce development based on “external help + internal drive”, supplemented by “cooperation + demonstration leading” and “industrial upgrading + channel integration”