With the development of the tourism industry, the knowledge and spiritual needs of tourists are increasing day by day, which puts forward higher requirements for the level of tour guide's explanation service. Tour guide language is a special professional language that can be used appropriately and cleverly to explain scenic spots. Tourists can not only gain knowledge but also enjoy beauty during their visit. As the saying goes, 'Whether the country's rivers and mountains are beautiful or not depends entirely on the tour guide's words.'. If a tour guide wants to explain with charm, they need to grasp the language art of the tour guide's words, constantly improve the cultural taste and aesthetic taste of the tour guide's words, and strengthen the on-site feeling and oral expression skills in the tour guide's explanation.

Keywords: Tour Guide Language; Explanation; Language Arts; Expression Skills.

Digital platforms serve as the core infrastructure of rural e-commerce, empowering numerous entrepreneurs by connecting supply and demand and lowering transaction costs. However, platform rules—such as traffic-allocation algorithms and credit-evaluation systems—while providing order and opportunity, also function as a hidden force of domination. Their opacity and high entry barriers often trap micro- and smallscale entrepreneurs in passive.

Keywords: Rural E-commerce, Platform Rules, Entrepreneurial Behavior, Case Study.