Research on the path to guide farmers to actively participate in e-commerce industry under the backgroundof "Internet +" -- a case study of Neihuang County
“互联网+”背景下引导农户积极参与电子商务产业的路径研究——以内黄县为例

摘要

近年来，随着电子商务的不断发展，电子商务给农业生产和销售也带了很大的积极影响，“电商助农”“直播带货农特产”等概念悄然兴起，“互联网+”农业发展成为大势所趋，并且在实践当中发挥了较大的作用。而农村电子商务的发展，离不开广大农户的参与，只有农户能够积极参与电商产业，积极运用电商来进行农产品的营销和推广，才能够使得电商的价值在农村能够有效发挥。内黄县近年来深入挖掘电子商务在农业发展中的价值，积极推动电子商务和农业的深入融合，取得了良好的效果。但是对标一些在电商助农方面开展较为成功的地区，目前内黄县在电商助农方面还是存在一些比较明显的问题，这其中，很大一部分和农村参与电子商务产业的积极性不足、参与面不广、参与效果不充分和直接关系。本文在调研的基础上，就当前“互联网+”背景下内黄县电商助农的现状进行分析，并且如何有效引导农户积极参与电子商务产业进行分析。

Abstract

In recent years, with the continuous development of e-commerce, e-commerce to agricultural production and sales has also brought a great positive impact, "e-commerce to help farmers", "live with goods agricultural specialty" and other concepts quietly rise, "Internet +" agricultural development has become the general trend, and has played a larger role in practice. The development of rural e-commerce is inseparable from the participation of farmers. Only when farmers can actively participate in the e-commerce industry and actively use e-commerce to carry out the marketing and promotion of agricultural products, can the value of e-commerce be effectively played in rural areas. In recent years, Neihuang County has deeply explored the value of e-commerce in agricultural development, actively promoted the integration of e-commerce and agriculture, and achieved good results. However, in order to mark some areas that are more successful in helping farmers with e-commerce, neihuang County still has some obvious problems in helping farmers with e-commerce. A large part of these problems are directly related to the lack of enthusiasm, limited participation and inadequate participation effect of rural areas in the e-commerce industry. Based on the research, this paper analyzes the current situation of e-commerce assistance to farmers in Neihuang County under the background of "Internet +", and how to effectively guide farmers to actively participate in the e-commerce industry.