Research On The Exploitation Of Farmers' Entrepreneurship Opportunities Under The Background Of "Internet Plus"

The entrepreneurial environment of farmers in China is gradually improving,the entrepreneurial atmosphere is becoming more and more active,but,according to the National Bureau of Statistics' s survey report on migrant workers in 2015,the self-employment rate of migrant workers reached 16.6 percent.However,because capital,technology and other entrepreneurial elements are insufficient,the effect of farmers entrepreneurship is not ideal.At present,more and more Internet technologies are being applied in rural areas.The disadvantages of the exploitation of farmers ' entrepreneurial opportunity is changing.According to statistics,as of August 2016,sales of more than 120 new commodities in Taobao villages in China exceeded 1 million yuan,and some even exceeded 10 million yuan in the past year.The development of Taobao village shows that under the background of "Internet",the environment for farmers to start a business has been greatly improved,and the difficulties for farmers to develop entrepreneurial opportunities have been reduced.Therefore,how to help farmers to start a business better,how to successfully develop entrepreneurial opportunities has become the focus of our attention.In this paper,the connotation of the exploitation of farmers' entrepreneurial opportunities is defined as according to their own conditions,farmers integrate and excavate their entrepreneurial resources through favorable channels and appropriate opportunities,thus establishing new enterprises or starting new undertakings.The extension of farmer's entrepreneurial opportunity exploitation is market dimension(market demand,market entry),resource dimension(entrepreneurial resource quantity,new entrepreneurial resource generation),entrepreneur dimension(farmer's personal characteristics and quality and ability).Based on entrepreneurial opportunity theory,opportunity exploitation theory,and applying resource-based theory and social network theory,this paper analyzes the market factors,resource factors and ability factors of farmers' entrepreneurial opportunity exploitation under the background of "Internet plus",and use the case of farmer entrepreneur to verify.The analysis shows that farmers can use the Internet to improve the market,resources and capabilities.And farmers can use the Internet platform flexibly through self-building,renting and combining,etc.And relying on the Internet to obtain market information,access to entrepreneurial resources,expand social networks to help farmers expand market space,reduce barriers to enter the new market,increase access to resources,reduce the cost of access to resources,expanding the knowledge of farmers' heterogeneity and improving the ability of operation and management,so as to better grasp the market opportunities,obtain entrepreneurial resources,enhance entrepreneurial ability,and successfully realize entrepreneurship.On the basis of these studies,in order to help farmers' entrepreneurs to better use the Internet to exploit entrepreneurial opportunities.It is suggested that targeted training for farmers entrepreneurs should be carried out,farmers' entrepreneurs' Internet information technology should be strengthened,farmers' entrepreneurs' ability to use the Internet should be improved,and the construction of Internet infrastructure in rural areas should be accelerated,and farmers' Internet entrepreneurship could be activated and encouraged.