农产品电商小微企业构建小农户合作共识的过程演化机制  

The Evolutionary Mechanism of Cooperative Consensus Construction Between Small Farmers and Small BusinessinAgricultural E-commerce

作　　者：刘航 LIU Hang

机构地区：[1]清华大学公共管理学院

出　　处：《中国农村观察》2022年第4期21-41,共21页China Rural Survey

摘　　要：提升小农户能力并将其纳入乡村产业发展进程是推进共同富裕的有效途径,构建农户合作共识则是一切嵌入性商业活动的基石。本文以小微企业为主体调查了25家农产品电商企业,通过扎根理论-程序编码方法,提炼了企业构建小农户合作共识的过程演化机制。研究发现:农产品电商小微企业嵌入农村不仅受到企业管理者对农村环境认知与农村文化因素影响,还是一个随着认知深化而适时调整嵌入决策机制,参与解构、赋能并再建构小农户合作共识的动态演化过程。企业嵌入农村过程中,对本地环境及社群逐渐形成三层次认知(初始化认知、经验性认知和深层次认知)。这种认知的动态变化促使管理者灵活调整嵌入策略行动,通过“评估机制、类化机制和涵养机制”三重差异化策略,逐步建构起小农户的利益共识、身份认同和互惠共识。本文最终建构起一个演化过程模型,包含农产品电商小微企业构建小农户合作共识的“搭建合作关系、调整合作关系和深化合作共识”三个阶段,深化了以小微企业为主体赋能小农户的研究,为小微企业助推小农户共同富裕提供了启示。Improving the ability of small farmers and incorporating them into the development process of rural industries is an effective way to achieve common prosperity.Building a consensus on farmers’cooperation is the cornerstone of all embedded business activities.This study investigates 25 agricultural e-commerce enterprises which are mainly small and micro enterprises and refinesthe process evolution mechanism of cooperative consensus building among small farmers by using grounded theory method.The study finds that the embeddedness of small and micro agricultural enterprises in rural areas is not only influenced by the cognitive and cultural factors of rural environment,but also a dynamic process of adjusting the embeddedness decision-making mechanism with the deepening of cognition,which deconstructs,empowers and reconstructs the cooperative consensus of small farmers.In the process of embedding enterprises in rural areas,managers gradually develop three levels of cognition(initial cognition,empirical cognition and deep cognition)about the local environment and communities.This dynamic change in cognition prompts managers to flexibly adjust embeddedness strategies and actions,and gradually build a consensus on interests,identity and reciprocity of small farmers through the triple differentiation strategy of“assessment mechanism,generalization mechanism and conservation mechanism”.This article finally constructs an evolution process model,which includes three stages of“building cooperative relationship,adjusting cooperative relationship and deepening cooperative consensus”.The above conclusions deepen the relevant research on empowering small farmers with small and micro enterprises and provide inspiration for promoting the common prosperity ofsmallfarmers.

关 键 词：小微企业 认知嵌入 小农户 合作共识 演化机制 农产品电商 

分 类 号：G206.2[文化科学—传播学]