Research On The Income Increase Path Of Pomelo Planters In Pinghe County Based On E-commerce Platform

At this stage,e-commerce,as a new business model,has been booming,and it has quietly changed people’s consumption activities.With the full coverage of the Internet and the development of transportation technologies such as logistics cold chain,participating in rural e-commerce has also become a new opportunity to drive local economic development,promoting the network sales of rural characteristic agricultural and sideline products,driving the economic development of counties and townships,and promoting the development of local characteristic agricultural products,The formation of local characteristic industries and the final formation of industrial brands,rural e-commerce,on the one hand,has stimulated the national economic growth,but also broadened the way for farmers to increase income.Pinghe County,Zhangzhou City,Fujian Province,takes rural e-commerce as a breakthrough in the rural revitalization strategy.Pinghe County has clearly defined the advantageous resources within the county: pomelo,which makes full use of the "Internet plus" thinking and uses multiple paths for online sales.As the leader of rural e-commerce in Pinghe County,pomelo has laid a solid foundation for the development of e-commerce in Pinghe County.Therefore,this study is based on the agricultural product network marketing theory,supply chain theory,and other theories,using the data of204 farmers planting grapefruit,and through the field survey in Pinghe County,and then through the literature review,theoretical construction,and other analysis of the effect of different paths on farmers’ income increase,with the focus on using the logistic model to analyze the willingness of farmers to participate in the enterprise base path and the influencing factors,The internal mechanism of e-commerce supporting farmers’ income increase was deeply demonstrated,and effective countermeasures and suggestions were put forward for small farmers planting grapefruit in Pinghe County to participate in the rural e-commerce industry.The research results show that e-commerce can promote industrial upgrading by opening up new channels,optimizing fruit circulation path,symmetry of supply and demand information,and reshaping fruit value,so that farmers can reduce sales risks and achieve income growth."Planter+online trading platform" has low threshold of participation,high degree of participation and unsatisfactory effect of income increase;"Planters+e-commerce enterprises+e-commerce" has a high threshold of participation.Although planters have a high degree of willingness,their ability is limited,so their participation is low,and the income increase effect only appears on individual pomelo farmers;The "planter+enterprise base+e-commerce cooperation" planters have strong willingness to participate,good income increase effect,and aggregation effect.The ability to drive and the lack of stable sales channels have significantly affected the path of planters participating in the enterprise base.At the same time,ecommerce training,guidance of agricultural technicians and convenient logistics can effectively promote the participation of planters in this path.Therefore,the government should ensure the effective supply of public services,strengthen the cultivation of e-commerce talents,improve the talent cultivation system,improve the infrastructure construction of network,logistics,cold chain,etc.,adapt the docking path to local conditions,put an end to blindly copying the successful model,strengthen the regional fruit brand construction,and improve the competitiveness of fruit.