边疆农村电商发展之路--基于西藏自治区电商企业的案例研究  

The Development Path of E-commerce in Frontier Rural Areas-A Case Study Based on an E-commerce Enterprise in the Tibet Autonomous Region

作　　者：曹静[1] 申帆 韩昭君 胡祥培[1] CAO Jing;SHEN Fan;HAN Zhao-jun;HU Xiang-pei(Dalian University of Technology,Dalian,116024,China)

机构地区：[1]大连理工大学经济管理学院,大连116024

出　　处：《电子科技大学学报（社科版）》2022年第6期40-52,共13页Journal of University of Electronic Science and Technology of China(Social Sciences Edition)

基　　金：国家重点研发计划(2019YFD1101103).

摘　　要：【目的/意义】在实现乡村振兴的时代背景下,边疆农村地区电子商务的发展对于我国实现共同富裕的战略目标具有重要的现实意义,厘清当地企业如何在政府的帮扶下走出电商发展之路是需要重点关注的科学问题。【设计/方法】整合注意力基础观、制度逻辑和资源协奏理论,建立“制度逻辑驱动—资源协奏动作—电商能力形成”的理论框架,并采取单案例研究方法,深入剖析西藏林芝市一家电商企业的电商发展过程与内在机制。【结论/发现】(1)企业的电商发展过程可以划分为线上试水期、场馆运营期、创新发展期三个阶段。制度逻辑随着发展过程不断演变,诱发企业差异化的注意力配置,进而影响资源协奏动作与电商能力形成。(2)在边疆农村地区,企业发展电商所面临的政府逻辑与市场逻辑彼此适配、相互促进。[Purpose/Significance]Under the background of achieving“rural revitalization”,the development of e-commerce in frontier rural areas has important practical significance.It is critical to the achievement of the strategic goal of common prosperity.Clarifying how local enterprises develop e-commerce with the help of government is an important scientific question.[Design/Methodology]Integrating attention-based view,institutional logics,and resource orchestration theory,this study establishes a theoretical framework of“institutional logics—resource orchestration actions—e-commerce capabilities”and adopts a single case study to deeply analyze the e-commerce development processes and internal mechanisms of an e-commerce enterprise in Nyingchi City,Tibet.[Conclusions/Findings](1)The development processes of e-commerce of the enterprise can be divided into three stages:online exploration stage,venue operations stage and innovative development stage.The institutional logics evolve with the development processes,inducing differentiated allocations of managers’attention.This in turn promotes different resource orchestration actions and forms different e-commerce capabilities.(2)In frontier rural areas,the government logic and market logic faced by enterprises in developing e-commerce are compatible and mutually-reinforcing.

关 键 词：电商发展 注意力基础观 制度逻辑 资源协奏 边疆农村地区 

分 类 号：F724.6[经济管理—产业经济]