乡村振兴视域下农村电商发展模式的探索及启示——基于乡村共同体的思考  

Exploration and Enlightenment of Rural E commerce Development Model from the Perspective of Rural Revitalization——Thinking Based on the Countryside Community

作　　者：廖一红 LIAO Yi-hong(Wutaishan Cultural Research Center,Xinzhou Normal College,Xinzhou 034000,China)

机构地区：[1]忻州师范学院五台山文化研究中心,山西忻州034000

出　　处：《税务与经济》2022年第3期74-80,共7页Taxation and Economy

基　　金：忻州师范学院科研基金项目(2019KY03)。

摘　　要：随着“互联网+”时代的到来,电子商务作为一种新型的商业形态开始走进广袤的农村,成为助力乡村振兴的新平台。本文从乡村共同体的视角出发,结合不同类型的村庄特征提出电商发展的三种模式。研究认为,团结型村庄应推行乡村自治模式,充分发挥农村主体地位,形成以村为中心的电商发展思路。连结型村庄和分裂型村庄应采用乡村自治与政府帮扶结合模式,在体制机制创新、利益相关构建和文化记忆重塑上下功夫,不断增强村庄协商自治的能力。分散型村庄可实行政府主导模式,在村庄资源整合的基础上,依托县域经济的辐射带动增强农村电商的发展力。总之,利益相关和社会关联是农村类型划分的重要指标,农村电商的发展要考虑村庄的整体特征,在统一思想、提高认识的基础上将村庄差异性考虑在内,因地制宜地选择合适的电商发展模式。With the advent of the“Internet +”era,e-commerce,as a new business form,has begun to enter the vast rural areas and become a new platform for rural revitalization. From the perspective of rural community,three models of e-commerce development are proposed based on the characteristics of different types of villages.the main role,and form a village centered e-commerce development model. Connected and split type of villages should adopt a combination of rural self governance and government assistance,and work hard on institutional in novation,interest related construction,and cultural memory reshaping,so as to continuously enhance the villa ges’ ability of negotiation and self governance. Decentralized villages can implement a government led model and rely on the radiation of the county economy,on the basis of the integration of village resources,to drive and enhance the development of rural e-commerce. In short,related interest and social connections are important in dicators for the classification of rural types. The development of rural e-commerce should consider the overall sing awareness,and select appropriate e-commerce development model according to local conditions.

关 键 词：电商直播 乡村共同体 社会关联 利益相关 

分 类 号：F323.7[经济管理—产业经济]