当前，政府大力支持发展农村电子商务，然而县域电子商务发展的具体方向仍旧较迷茫，面对各地方政府制定的县域发展定位相对较笼统的现状，本研究运用扎根理论，通过编码方式分析R县域电子商务定位情况，分别从政府和企业的视角识别出县域电子商务的定位的核心要素，建立了一套系统的县域电子商务定位框架，为县域政府相关人员和企业提供关于电子商务发展的可靠建议。

At present, the government strongly supports the development of rural e-commerce, but the specific direction of the development of county e-commerce is still confused. Facing the situation that the local government's development orientation of county is relatively general, this paper uses the Grounded Theory to analyze the location of county e-commerce in R county by coding theory. It identifies the core elements of county e-commerce location from the perspective of government and enterprise, and establishes a systematic e-commerce location framework, providing reliable recommendations about the development of e-commerce for County Government and enterprises.

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