A Study On The Path Of Increasing Farmers' Income In The Background Of E-commerce Development

The fierce competition of fruit market recent years makes the income increase of famers difficult,and the vigorous development of e-commerce provides a good opportunity to solve this problem.Based on the transaction cost theory and industry chain theory,the article makes deep demonstration in the inherent mechanism of e-commerce in increasing the income of famers,and putting forwards three major business development path to promote the income growth of farmers.A case study of Zhao County in Hebei Province,according to the satisfaction and willingness of the peasant participation,the article analyzed the income increase effect of the three path.Applying the Logistic Model to analysis influencing Factors of Farmers' Participation in Electricity Business,the article come to conclusion the applicable conditions and difficulties of every path.On the base of above,the article infers that through Broadening sales channel,optimizing the supply chain,Enhancing information symmetry and promoting industrial upgrade,e-commerce can increase the income of famers.Though famers behave high willingness in the path of Information Release,the effect of income increase is not obvious,the path Channel docking,high divergence in willingness with well income increase,and the path of Mobile cooperation,low willingness with no obvious income increase in short term,and at last,the path of Production-base cooperation,high willingness with good results of income increase.Family characteristics,production and operation and the knowledge in e-commerce makes great influence in the participation willingness of famers.Therefore,the article makes the policy suggestion that to increase the income of famers,training e-commerce knowledge,improving the logistics and other infrastructure,guiding fanners to choose a reasonable electric business path and strengthening brand building is necessary.