乡村电商发展中的感性秩序——以山东曹县D镇服装电商产业为例  

The Perceptual Order in the Development of Rural E-commerce:Taking the Apparel E-commerce Industry in D Town,Caoxian County,Shandong Province as an Example

作　　者：罗胤斌 刘少杰 LUO Yinbin;LIU Shaojie

机构地区：[1]安徽大学法学院,安徽合肥230601 [2]中国人民大学社会学理论与方法研究中心,北京100872

出　　处：《济南大学学报（社会科学版）》2024年第1期107-113,177,共8页Journal of University of Jinan:Social Science Edition

基　　金：国家社会科学基金重大项目“实施数字乡村建设行动研究”(项目编号:21ZDA057)。

摘　　要：随着网络技术、信息技术和数字技术的广泛应用,发展乡村电商已成为当前乡村振兴的一种重要途径,但有些乡村电商产业在经历了短期繁荣之后却逐渐走向衰落,甚至消亡,因此关于乡村电商的可持续发展问题值得关注。以山东曹县D镇服装电商产业为例,发现乡村感性秩序作为一种自生、自发秩序是实现乡村电商持续有序发展的关键因素。它能够为乡村电商产业明确价值导向与行为规范、维持和巩固电商群体之间的合作关系、维护和强化能人示范的有效性、协调效率与公平的关系。因此,构建合适的乡村感性秩序是实现乡村产业可持续发展的重要因素。With the widespread adoption of network technology,information technology,and digital technology,the advancement of rural ecommerce has emerged as a crucial approach to rural revitalization.However,many rural e-commerce ventures have experienced a decline in long-term sustainability,or even complete failure,after a period of initial success.Therefore,it is essential to focus on achieving sustainable development in rural e-commerce.While previous studies have extensively analyzed the necessary conditions for the emergence of rural e-commerce,they have failed to explore its long-term sustainability.By examining the apparel e-commerce industry in D Town,Caoxian County,Shandong Province,this study emphasizes that the rural perceptual order,functioning as a spontaneous social structure,plays a pivotal role in achieving sustainable and well-organized development in rural e-commerce.It clarifies the industry's value orientation and behavioral norms,maintains and strengthens cooperative relationships among e-commerce groups,preserves and enhances the influence of exemplary figures,and coordinates efficiency and fairness.Hence,it is imperative for the growth of rural industries to leverage the underlying principles and operational mechanisms of the rural perceptual order.This will enable the adoption of a suitable approach towards rural revitalization.

关 键 词：乡村电商 乡村振兴 感性秩序 

分 类 号：C912.82[经济管理]