Abstract: In the new period, while facing development opportunities,“agriculture, rural areas, and farmers”e-commerce enterprises also face many challenges. This paper discusses the innovative development path of e-commerce enterprises of“agriculture, rural areas, and farmers”and emphasizes the importance of government department support and strategic management innovation. The government department can support“agriculture, rural areas, and farmers”e-commerce enterprises through preferential policies such as capital, taxation, and land, enterprises need to carry out market positioning and segmentation, improve product differentiation, and strengthen marketing, supply chain, and service management. In addition, innovative strategic management concepts, planning, organizational structure, talent introduction, cooperation models and technology application are also key factors for enterprises to achieve sustainable development. These measures will help to promote the innovative development of e-commerce enterprises in“agriculture, rural areas, and farmers”and contribute to the prosperity of the rural economy.

Key words: “Agriculture rural areas and farmers”, The new era, E-commerce, Enterprise innovation, Development, Path