Abstract: In Shanxi Liangyitianxia Company of grain pattern as the research focus, the paper introduced the formation of this pattern and running status. Through SWOT analysised method, the development status and future prospect of enterprises were explored from the two perspectives of opportunities, challenges and advantages and disadvantages of internal competition provided by external market environment respectively. Based on this, the author tried to provide Suggestions on the strategy design of ecological circle to improve the world of grain easy shopping, and provided a good reference for the exploration of rural e-commerce development mode.

Key words: farmers, rural e-commerce, rural logistics