Research on Social Networks Focus on Urban Society，Emphasize social networks to personal development、The positive role of social governance，and less study the status of rural social networks。Although both research and also emphasize the positive significance of the characteristics of acquaintance's social network on rural governance，But there are few research and concern about social networks' empowerment of rural social e -commerce。

Since 2015，Along with the continuous development of "Internet+Agriculture"，Various forms of e -commerce platforms have successively settled in rural areas。But with the increase of the e -commerce subject，The entry threshold and traffic cost of the e -commerce platform continues to increase，This phenomenon has brought new challenges to rural e -commerce, especially small and medium -sized e -commerce operators。Now，Mobile phones have become an important "new farm tool"，More and more rural residents are surfing e -commerce through it。Compared to the passive dilemma of platform e -commerce，Social e -commerce based on social networks gradually grows up。

Under the empowerment of social network，Social e -commerce to help small farmers achieve new development。Small farmers are not only producers of green bet365 best casino games primary agricultural products，It is a processor and a seller。So，The attention to social networking to social networks has certain theoretical and practical significance。As Wellman said: Social network refers to a relatively stable relationship built between related individuals，With the continuous expansion of the application scope，Economic affairs and economic activities are embedded in it and affected accordingly。Social e -commerce as an emerging economic format，It is based on interpersonal relationship network，Use Internet social tools，New e -commerce model that promotes online purchase and sell through customer participation。Take Longnan as an example，Many small and medium -sized e -commerce operators are based on their own development characteristics，The flexible application of social networks realizes e -commerce development，Relying on interpersonal relationship spread and spread to drive online and offline sales，Exhibitions of high -quality agricultural special products through various media platforms，Open a new channel for agricultural products。The emergencies of social e -commerce not only make the purchase and sales activities more interesting，Its stable relationship chain and high communication also provide opportunities for small farmers to go to large markets。

Due to the strong seasonality of agricultural products，Storage difficulty is greater，Obtaining market information is particularly bet365 Play online games important。Social e -commerce is based on "social"，"People" as the bond，Complete purchase and sell in the atmosphere of understanding and trusting each other，Also enhance emotion and trust in the purchase and sales interaction。Perform order -based production according to the user's preferences and needs，At the same time as accurate serving customers, it can also maximize the products to avoid slow sales。For example，Longnan Xihe County "Bald Head" Fruit Industry operator，In more than a year，Have a lot of fans through a social platform，Many of them have become his loyal customers。With the continuous increase of fans，and classify the fans according to your own soil method，Detailed grasp of customer preferences and needs，"Bald Head" Apple sales have gradually increased in recent years。

Granovetter proposed: between people、There is a certain link contact between the organization and the organization due to communication and contact，This kind of connection is divided into strong and weak，The relationship between different degrees of strength is between individuals、Organizations、The individual and social system play a different role。Social network emphasizes the importance of relations。Rural China has been a human society with ethical relations as the standard since ancient times，This provides natural soil for the emergence and development of social e -commerce，Social e -commerce bet365 live casino games operators use the social network in the village community to form a team，Consolidate marketing foundation，Taking a strong relationship as the connection，Promote the product outward;，Taking weak relationship as a bond，Expand marketing coverage，Realize the fission development of network marketing through the transformation of a weak relationship to strong relationship。Compared to traditional large platform e -commerce，Social e -commerce has realized the leap from passive response risk to active use of the Internet，Effectively improved profit。

Use social e -commerce to break the high -quality agricultural special product "Jiu Xiang is also afraid of deep alleys"，It has become one of the important measures of local governments。In order to make agricultural product upward channels more unblocked，Vigorously promoting the development of e -commerce has become an important work content for governments in various local governments。For example，The Longnan government actively builds content e -commerce、Experience e -commerce、Media e -commerce and other new platform carriers，Dyeing the micro -media matrix to build an interactive stereo network，Dedicated to break information barriers，Effective docking of external information and local resources。The government uses the force of micro -media matrix to build an interactive stereo network，Expand weak relationships for social e -commerce、Rich Relationship Network provides bet365 live casino games institutional guarantee。

How to face the characteristics of China's (local) cultural situation and the operation of the Internet sharing economy，Give full play to the strength of strong and weak relationships in the social network，Still is still an important direction for the development of small agricultural social e -commerce。Strong relationships and weak relationships in social networks usually come from daily life，related to the individual's cognition and feelings of life。In a relatively successful e -commerce case，Operators make full use of social platforms，Give full play to the different role of a strong relationship and weak relationship in marketing practice，and actively promote the mutual conversion of strong and weak relationships。Strong relationship is centered on close interaction objects of relatives and friends and daily connections，It is emotional power、Dialogue frequency、intimacy、Mutuality and other aspects have more advantages。Social e -commerce companies vigorously dig the role of strong relationships in private domains based on their position in the social network and the resources owned，Relying on strong relationships to consolidate the foundation。The relationship between weakness, although the interactive frequency is low，But helps the flow of information between different groups。Social e -commerce uses social platforms，Each purchase and sales interaction bet365 best casino games is used as a window to know the market，continuously improved in terms of product services and quality，Fully mobilize the role of weak relationships to play the role of information bridge，Improving the market awareness and brand influence of the product。At the same time，Social e -commerce companies through excavation、Enhancement trust，Guided by consumers' needs，In yourself and consumers、Establishing contact between products and consumers，Continuously transform the weak relationship into a strong relationship，transforms "new customers" into "old customers"，By expanding the social network，Go to a larger market。

With the development of social networks in China，Live Live Economy、WeChat Group、O2O platform based on food, food, and transportation has sprung up.。This process not only updated the development of e -commerce，Also restructured the rural netizens to a certain extent。Social e -commerce and its unique business model provides bridges and bonds for small farmers to connect to large markets，Become an important force in the development of rural e -commerce。With the development of the Internet economy，Social e -commerce, which grows and grows from social networks, will be rejuvenated in various fields。

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(Author Unit: School of Philosophy and Social Sciences of Lanzhou University)