杭州主城区直播电商企业区位特征及影响机制  

Characteristics and Influencing Mechanism of the Distribution of Live-streaming E-commerce Companies in Main Districts of Hangzhou

作　　者：陈前虎[1] 叶雨繁 陈静[1] CHEN Qianhu;YE Yufan;CHEN Jing(School of Design and Architecture,Zhejiang University of Technology,Hangzhou 310023,Zhejiang,China)

机构地区：[1]浙江工业大学设计与建筑学院,中国浙江杭州310023

出　　处：《经济地理》2023年第5期97-107,179,共12页Economic Geography

基　　金：国家社会科学基金项目(19BJY067)。

摘　　要：直播电商消费业态引领的数字新经济正成为城市发展的重要动力,研究直播电商企业在城市尺度下的空间区位特征及影响因素具有重要的理论价值与实践指导意义。以直播电商的重要发源地——杭州为例,利用天眼查企业数据,在分析2016、2019、2021年杭州主城区直播电商企业区位特征的基础上,从“人—货—场”产业生态视角,构建“主体—市场—空间”分析框架,并采用多尺度地理加权回归(MGWR)模型揭示杭州主城区直播电商企业空间分布规律。结果表明:(1)直播电商产业正快速重塑杭州主城区的数字产业空间格局,自2016年以来加速向外扩延,形成了余杭、滨江—萧山、临平—钱塘三大新城直播经济板块,呈现出“中心低—外围高”的空间演变趋势,具有特殊性。(2)直播电商产业生态下专业化分工格局明显:余杭板块的核心竞争力在于高品质的生活服务设施与良好的企业创新环境;临平—钱塘板块发达的专业市场与多样化的人才供给,辅之相对低廉的房价,集聚了大量小型直播电商企业;滨江—萧山板块兼具多方优势,综合实力最强。(3)对比经典区位论,产业基础、用人成本、交通可达性仍是影响直播电商区位选择的关键要素,但人本需求、企业孵化、人才供给等新区位要素对直播电商产业发展起着重要支撑作用,各要素存在空间异质性。The digital new economy led by live-streaming e-commerce has become an important driving force for urban development.It is of great theoretical and practical significance to study the spatial location characteristics and the influencing factors of live-streaming e-commerce enterprises at the urban scale.Taking Hangzhou as a case,this study analyzes the location characteristics of the live-streaming e-commerce enterprises in Hangzhou in 2016,2019 and 2021 based on the data of Tianyancha,establishes the"subject-market-space"analysis framework from the perspective of"people,goods and market"in the field of e-commerce,and reveals the influencing mechanism of location choice of Hangzhou live-streaming e-commerce enterprises using multi-scale geographically weighted regression(MGWR)model.The results show that:1)The live-streaming e-commerce industry is rapidly reshaping the spatial pattern of the digital industry in the main urban area of Hangzhou.Since 2016,it has accelerated outward expansion and formed the livestreaming economic plates which are Yuhang,Binjiang-Xiaoshan and Linping-Qiantang,showing a special spatial evolution trend of"low in the center and high in the periphery".2)The three major clusters have formed a pattern of professionalization and specialization.The core competitiveness of Yuhang cluster lies in high-quality life service facilities and good environment for companies'innovation.Linping-Qiantang cluster with professional market and diversified talent supply,coupled with relatively low housing prices,attracts a large number of live bases for small retails or wholesale industry.Binjiang-Xiaoshan cluster has multiple advantages and is comprehensively the strongest one.3)In comparison with the classical location theory,industrial basis,employment cost and transportation accessibility are still the key factors affecting the location choice of live-streaming e-commerce enterprises.However,new location factors such as human demand,enterprise incubation and talent supply play an important supporting rol

关 键 词：数字产业 直播电商生态系统 区位特征 驱动机制 多尺度地理加权回归(MGWR) 专业化分工 

分 类 号：F129.9[经济管理—世界经济]