I摘要“农民网商”是农村电商的重要参与者。最近几年来，农民网商随着“互联网+”时代的快速发展正在迅速发展，农民网商在发展日趋城市化，同时带动农村就业，提升了农民的收入，为农村的发展提供了重要的力量。河南省是全国著名的农业大省为农民网商的发展奠定了良好的发展基础。其中，电子商务公司有十万多家，农村网店两万多家，为超过六千五百多人提供了岗位，建立了二十三个电子商务中心，两百一十三个乡镇电子商务服务中心，四千一百七十六个农村服务站和两万一千零七十三个网店，电子商务贸易额高达三百三十亿元，网上零售额高达一百八十亿元。国务院在2015年发布了《关于促进农村电商加快发展的指导意见》明确指出要加强政策支持，扶持开拓创新，培育农村电商，提升基础设施建设等措施来促进农村电商的发展。本文通过对河南省“农民网商”特征的调查，认为“农民网商”普遍具有较高的教育水平，年轻化和入行时间短的特点，反映了农民的家庭化和规模管理单一和其他特点，通过问卷调查和数据分析，得出“农民网商”缺乏专业素质，当地行业竞争激烈，物流成本高，单一融资渠道和营销策略，政策包容性低。最后，提出了针对性的政策建议。关键词：农村电商；互联网；农民网商；河南省IIISummary“Farmernetworkoperators”areimportantparticipantsinrurale-commerce.Inrecentyears,farmers'onlinemerchantshavebeendevelopingrapidlywiththerapiddevelopmentofthe"Internet+"era.Farmers'onlinemerchantsareincreasinglyurbanizingindevelopment,drivingruralemployment,increasingfarmers'income,andprovidinganimportantforceforruraldevelopment..HenanProvinceisafamousagriculturalprovinceinthecountrywhichhaslaidagoodfoundationforthedevelopmentoffarmers'netmerchants.Amongthem,therearemorethan100,000e-commercecompaniesandmorethan20,000ruralonlinestores,providingjobsformorethan6,500people,establishing23e-commercecenters,and213townshipe-commerce.Theservicecenterhas4,176ruralservicestationsand21,073onlinestores.Thee-commercetradevolumeisashighas33billionyuan,andtheonlineretailsalesamountis18billionyuan.In2015,theStateCouncilissuedthe"GuidingOpinionsonAcceleratingtheDevelopmentofRuralE-Commerce",clearlystatingthatitisnecessarytostrengthenpolicysupport,supportpioneeringandinnovative,fosterrurale-commerce,andimproveinfrastructureconstructiontopromotethedevelopmentofrurale-commerce.Basedonthesurveyofthecharacteristicsof“farmers'onlinemerchants”inHenanProvince,thispaperbelievesthat“farmers'onlinemerchants”generallyhaveahighlevelofeducation,andthecharacteristicsofyoungerandshortertimeofentryreflectthesingleandothercharacteristicsoffarmers'familyandscalemanagement.Throughquestionnairesurveyanddataanalysis,itisconcludedthat“farmers'onlinemerchantslackprofessionalquality,localindustrycompetitionisfierce,logisticscostsarehigh,singlefinancingchannelsandmarketingstrategies,andpolicyIIIIIinclusivenessislow.Finally,targetedpolicyrecommendationsweremade.Keywords:rurale-commerce;Internet;farmernetworkmerchant;HenanProvinceIVIII目录一、引言........................................................................................8（一）研究背景........................................................................8（二）研究意义........................................................................8（三）国内研究状况..................................................................8（四）国外研究状况..................................................................9（五）研究方法........................................................................91.文献分析法.............................................
