平台地方市场何以形成?——基于义乌市场转型的调查  

How to Form the Platform-Local Market in the Decentralized Mobility of E-commerce Operators?A Study Based on the Transformation of the Yiwu Market

作　　者：熊万胜[1] 严子泳 Xiong Wansheng;Yan Ziyong

机构地区：[1]华东理工大学社会与公共管理学院 [2]华东理工大学中国城乡发展研究中心

出　　处：《社会学研究》2024年第4期92-113,M0005,共23页Sociological Studies

摘　　要：以义乌市场转型为例,本文揭示一种平台销售与地方经营、中心集聚与全国流散共生的平台地方市场的组织形式。直播电商借助社交媒介将市场网络与人际网络融为一体,形成平台销售对即时供货和流量制造的迫切需要。通过知识生产、制度环境和创业文化的地方性互动,经营者创造出掌控不确定性的“货找人”体系,吸引经营者集聚。平台地方市场的运作进一步强化了市场的流空间形态,个体经营者在外部拉动和内部推动下向四方流散,又通过信息回流与市场倒逼促进平台地方市场再生产。本文借助嵌入性理论深化了对数字经济背景下市场转型的理解。Taking the transformation of Yiwu market as an example,this paper reveals an organization form of the platform-local market that reflects the symbiotic relationships between platform sales and local operations and between central agglomeration and decentralized mobility.Live streaming e-commerce integrates the market network and interpersonal network with the help of social media,which leads to the urgent need of platform sales for instant supply and flow manufacturing.Local operators create a“goods-finding-people system”to control uncertainty through the local interactions of knowledge production,institutional environment and entrepreneurial culture,attracting operators to gather.The operation of the platform-local market further strengthens the market's space of flows.Individual operators decentralize under external pull and internal push and then promote the reproduction of the platform-local market through the information return and market push.Based on embeddedness theory,this paper deepens the understanding of market transformation in the context of digital economy.

关 键 词：平台地方市场 嵌入 “货找人”体系 流空间 

分 类 号：G206[文化科学—传播学] F724.6[经济管理—产业经济]