The Characteristics，Difficulties and Mechanism of Small Farmers' Access to the E-commerce Market under the Background of Rural Revitalization

（School of Sociology，Wuhan University，Wuhan 430072，Hubei，China）

Abstract：The effective linkage of small farmers and modern markets is the key to achieving the organic connection between small farmers and modern agriculture. The linkage of small farmers and e-commerce markets not only helps to break the barriers between small farmers and the big market，but also helps to achieve the prosperity of rural industries，which has great practical and theoretical significance. Through field investigations in Zhai Village ，Meixian County，Shaanxi Province，it is found that the development of local e- commerce presents the characteristics of a large number of participants ，networked operation，and improved quality. The development of e-commerce has increased the economic income of small farmers and activated the social vitality of the village，intensified the economic differentiation within the village ，and reshaped the social and economic order of the village. The joint participation of local governments ，village collectives，and village elites is an important mechanism for realizing the effective connection between small farmers and the e-commerce market ，and local governments play the unified role in it. Among them，the three mechanisms of government policy support，village collective supervision，and the socialized service of village elite have effectively resolved the individual limitations of the linkage between small farmers and the e- commerce market，laid the solid foundation，and provided guarantee to realize the effective linkage between small farmers and the ecommerce market with maximized resources integration. Therefore ，based on the current status and problems of e- commerce development，in order to further promote the effective linkage between small farmers and the e- commerce market ，first，ecommerce vocational education for farmers should be continually strengthened ；second，the governments should guide various market players to participate the construction of basic services that is related to e- commerce ；and third，it is necessary to strengthen the standardized management of agricultural products related regulatory agencies.

Key words：e-commerce market；small farmers；local government；rural collective；village elites