"New Farmers" Groups’ Network Survival

Development of the Internet led to the rapid development of information industry, but also have a subtle impact on all walks of life, even the most traditional agriculture is also the trend of this information revolution in the glow of new life. Generation received higher education, with high-quality development thinking of new farmers, the limited land space expanded to unlimited Internet to break the barriers of space and not to other information, their emergence rely on the Internet, industry survival is also dependent on the Internet, for them, the Internet is not just a medium, but a way of life.In this paper, the method of fieldwork conducted case studies in Hefei sago Grange nearly a year of observation, the role of research in the Internet and other new generation of farmers, production and management and lifestyle, the author attempts to analyze the basis of investigation on the way to tease out the network survival new farmers groups, and further put forward their views.First, from the historical background to explore the new generation of farmers groups starting. As a historic agricultural country, China has gone through stages of primitive agriculture and traditional agriculture development, from the traditional labor-intensive farming techniques leading to modern farming methods, modern agriculture out of the shackles of labor, but that does not mean the population and from the land. Modern agriculture requires not only the ability to work by a natural person, but need to have a certain level of knowledge of intellectuals, sago Grange is the founder of such a group of typical "new farmers." They are the public to understand the intellectual elite, is He grew up in the Internet age youth entrepreneurship, but carries the dream of eco-agriculture practitioners. Sago Grange was founded on the one hand relying on the new farmer’s business, it also benefited from the support policies. Sago Grange is a product of the birth of the information age, information industry, which benefited from the impact of traditional industries, the decline of traditional agriculture prompted the reform of the superstructure, land transfer policy introduced to allow the sale of rural land use right, and gave the group young entrepreneurs to return to pastoral possible. Internet is no longer simply as a medium, a technique, form and grow as an industry, "Internet+" gave birth to the popular concept of "Internet+agriculture" produce, constitute conditions sago Grange has a full life.Secondly, this paper analyzes the network as a marketing medium in the production of new farmers played a variety of roles. Network Production is to expand land space to cyberspace, sago Grange specialized in ecological agriculture, in which the role of the Internet to provide information, the information provided in production is not only the production of information technology, market demand information, more importantly for the customer’s customization information. At the same time, the Internet as a medium having a two-way transfer function subject, sago Grange new farmers not only use the Internet to receive information, but also the production process will be transparent, the production information in real-time audience share. Internet as a marketing channel aspect provides a network market sales channels, that is, we are talking about electricity providers, on the other hand are new farmers products promote its aspects play a role, the network is the most important means of transmission of information in today’s society, spread its powerful propaganda effect is unmatched by conventional, promotion of new farmers use the Internet to reach introduce products to promote the purpose of the product, has a distinct personality, but also to accurately deliver information to specific target audiences.In addition, the paper also discusses the networked lifestyle new farmers groups, this group includes not only the new farmers themselves, but also closely linked with the new farmers farm members, the identity of these two form a special group. Through micro-channel group involved in the formation of organizations members as the main line, with a new human-dominated agriculture. Among this organization, mobilization groups occur frequently, usually to farm members to mobilize, but also members of other members within the organization to mobilize. In addition, the micro-channel group frequent online interaction, the use of network communication social media, real-time feedback to enhance the interaction, and information is also presented fragmentation characteristics. The central theme of sago or in the micro-channel group life and entertainment-based, membership to join the cause of everyday life, which is based on the natural health community and purpose in life, so life and entertainment is the central theme of sago micro-channel group. In the communication and exchange of intangible constructed identity sago new farmers groups through micro-channel self-identity cards reflect strengthen farmer organizations recognized by the exchange market through daily dialogue with members to strengthen the group identity.Through the new farmers groups to produce, analyze production and management layers and lifestyle of these three dimensions, showing how the author tries to develop a network from a medium to a networked lifestyle process, summarize and analyze new farmers groups problems and difficulties encountered by Internet existence and trying to find a reasonable solution path, use the network for new farmers groups were modest see proposed development.