基于创业生态系统视角的农村电商创业涌现及机理研究——以中国淘宝村为例  

Research on the Emergence and Mechanism of Rural E-Commerce Entrepreneurship from the Perspective of Entrepreneurial Ecosystem:Take Chinese Taobao Village as An Example

作　　者：邹立凯 梁强[1,2] 宋丽红[1] Zou Likai;Liang Qiang;Song Lihong

机构地区：[1]汕头大学商学院 [2]汕头大学全球潮商研究中心

出　　处：《南方经济》2024年第1期142-158,共17页South China Journal of Economics

基　　金：国家自然科学基金青年项目“传承期中国家族企业再生国际化研究:基于创业视角”(72202127);广东省哲学社会科学规划粤东西北专项项目“粤东乡村振兴下农村电商创业集群及发展研究”(GD21YDXZGL02);汕头大学科研启动经费项目(STF22002)资助。

摘　　要：与一般创业活动相比,农村电商创业对区域生态系统内的要素更加依赖,文章以6家中国淘宝村为案例对象分析农村电商创业,基于生态系统理论通过扎根理论方法构建农村电商创业生态系统框架。案例分析发现,首先,基础设施和创业文化是农村电商创业形成必要且关键外部因素,其中,信息与通信技术和交通物流等基础设施的改善则使得在农村创业者可以直接对接目标市场和消费者。而商业文化可以鼓励村民积极参与到电子商务的浪潮中来,首位创业成功者的故事则会激励村里的其他村民学习纷纷投入到电商创业。其次,电商平台的低门槛以及农村熟人社会效应构成农村电商创业的运行机制。电商平台的低门槛使得大量村民有机会参与到电子商务,而农村的熟人社会效应会鼓励和诱发更多的村民迅速模仿。最后,文章还揭示了创业带头人和当地政府在推动农村电商创业发展的关键角色。研究结论清晰勾勒出农村电商创业活动的要素以及形成机制,对中国农村电商创业实践具有一定现实指导作用,也进一步丰富了农村电商创业的相关理论。Compared with general entrepreneurial activities,rural e-commerce entrepreneurship is more de-pendent on elements in the regional ecosystem.This paper takes six Chinese Taobao villages as the case ob-jects to analyze the rural e-commerce entrepreneurship,and constructs the rural e-commerce entrepreneur-ship ecosystem framework based on the ecosystem theory and the grounded theory method.The case analysis finds that,first of all,infrastructure and entrepreneurial culture are the necessary and key external factors for the formation of rural e-commerce entrepreneurship.Among them,the improve-ment of information and communication technology,transportation and logistics and other infrastructure en-ables entrepreneurs in rural areas to directly connect with the target market and consumers.While business culture can encourage villagers to actively participate in the wave of e-commerce,the first success story of entrepreneurship will inspire other villagers to learn and invest in e-commerce entrepreneurship.Secondly,the low threshold of e-commerce platform and the effect of rural acquaintance society constitute the opera-tion mechanism of rural e-commerce entrepreneurship.The low threshold of e-commerce platform makes a large number of villagers have the opportunity to participate in e-commerce,and the social effect of ac-quaintances in rural areas will encourage and induce more villagers to imitate quickly.Finally,this paper al-so reveals the key role of pioneering leaders and local governments in promoting the development of rural e-commerce entrepreneurship.The research conclusion clearly outlines the elements and formation mechanism of rural e-commerce entrepreneurial activities,which plays a certain guiding role in the practice of rural e-commerce entrepre-neurship in China and further enriches the relevant theories of rural e-commerce entrepreneurship.The conclusion of this study can provide a way to think about the process of rural e-commerce entrepreneurship from the perspective of ecosystem,and provide reference

关 键 词：淘宝村 创业生态系统 农村电商创业 乡村振兴 

分 类 号：F320[经济管理—产业经济]