Abstract: Exploring how to effectively build the rural e-commerce public service system and helping various agricultural production entities and rural e-commerce units to solve the production and marketing dilemma of agricultural and sideline products is a common concern for governments and academic circles. After interpreting of the scientific connotation of the rural e-commerce whole chain service system, based on the analysis framework of the "multi-system logic theory", this paper reveals the functional positioning, interaction mechanism and formation logic of different subjects in this type of service system, and uses the rural e-commerce whole chain service system in Guizhou province, which uses "cloud warehouse of Qian commodity" as the core carrier, as case material, sorting out the construction path and practical effectiveness of the whole chain service system. The study found that the whole chain service system can effectively promote the formation of collective actions in rural e-commerce, effectively bridge the multiple incentive gaps of various related entities, and solve the dilemma of the production and marketing of agricultural and sideline products. This rural e-commerce public service supply model can give local governments at all levels certain policy enlightenment and practical reference.

Key words: rural e-commerce, public services, agricultural and sideline products, whole chain service system, cloud warehouse