Study On The Link Mechanism Between Farmers And Market In Post-rural Society Under The Background Of Rural Revitalization Strategy

Under the background of rural revitalization strategy,China’s agriculture in post-rural society is experiencing historical and structural development and evolution,and a reform about farmers and market interweaved in the historical process of rural social development.Most of the existing research based on the macro level of national policy,explore the social change and social policy to the rural society of the relationship between farmers and market influence,and in this paper,from the Angle of the micro level of farmers,Z county mei zi gong tea farmers,for example,farmers in rural society and the market after observing link to take the initiative in the process of strategy and interactive mechanism.After preliminary reveals the local structural characteristics of the primary market and secondary market,rural society after analysis put forward three kinds of farmers and market link mechanism: "farmers-broker-purchaser" small farmers business model,"geographical indication-enterprise-farmers" mode of industrial cluster,and again during the outbreak of the "farmers-live with goods-consumers" new trading pattern.In the model of "farmer-middleman-buyer",this paper analyzes the generation of "middleman" group,the three characteristics of informal economic space and the subjectivity of farmers in the model.It is found that the trust mechanism of the traditional network of social acquaintances is still retained in this linkage mode,which maintains the economic cooperation behavior based on blood relationship and geography in the post-rural society,and forms the unique informal economic space in the rural society.In the farmers’ market link model of "geographical indications-enterprises-farmers",on the one hand,industrialization maintains the integrity of family life and village society,and brings more and more farmers with families as units into the industrial chain.On the other hand,in the industrial chain of industrial clusters,farmers are at the bottom,with strong substitubility,weak role of the main body,and in a certain passive position in the industrial chain;In the link mode of farmers and market of "farmer-live broadcast with goods-consumers",live broadcast with goods directly connects farmers with consumers on the platform,providing a platform for interaction and communication,and reducing the share of intermediate links,thus improving farmers’ profits to a certain extent.However,the new trading model is not yet perfect and lacks reasonable guarantee for farmers’ interests.At the same time,farmers need to have strong network operation ability and communication adaptability in the participation.Therefore,the threshold for farmers is relatively high,and this model as a whole has not yet met the conditions for comprehensive implementation in rural areas.Finally,this paper discusses the status and differences of farmers in different mechanism models,and puts forward suggestions and countermeasures from the perspective of multiple subjects of farmers,enterprises and markets,so as to provide reference for realizing rural revitalization strategy and promoting farmers to better integrate into the market.