STUDY ON THE DILEMMA AND REALIZATION OF SMALL FARMERS TO E-COMMERCE MARKET——TAKING THE KIWI INDUSTRY IN XIXIA COUNTY OF HENAN PROVINCE
The effective connection between small farmers and the e-commerce market is an important part of their integration into mod-ern agriculture.Effective integration of small farmers into the e-commerce market can break down barriers for them to enter modern markets,thereby improving their income levels and contributing to the revitalization of rural industries.This article takes the e-com-merce development of kiwifruit industry in Xixia County,Nanyang City,Henan Province as the research object.Based on the analysis of the main modes of small farmers connecting with the e-commerce market in Xixia County,it focuses on examining the difficulties faced by local small farmers in connecting with the e-commerce market,such as insufficient technical capabilities of farmers,low agri-cultural product quality,high logistics costs,and insufficient brand influence.It deeply analyzes the long-term mechanism between small farmers and the e-commerce market,hoping to provide some intellectual support for small farmers to connect with modern agricul-ture.
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