农产品电商小企业BOP网络嵌入演化过程及网络赋能机制研究  

The Evolution Process of BOP Network Embedding and Network Empowerment Mechanism for Small Enterprises of Agricultural E-commerce

作　　者：刘航 周建青 邓国胜[3] Liu Hang;Zhou Jianqing;Deng Guosheng(School of Public Administration,South China Agricultural University;School of Public Administration,South China University of Technology;School of Public Policy&Management,Tsinghua University)

机构地区：[1]华南农业大学公共管理学院 [2]华南理工大学公共管理学院 [3]清华大学公共管理学院

出　　处：《南开管理评论》2025年第3期63-76,共14页Nankai Business Review

基　　金：中国博士后科学基金资助项目(2022M721856);国家社会科学基金项目(22BG123);华南农业大学公共管理学院院长基金科研项目(2024)资助。

摘　　要：促进共同富裕,最艰巨最繁重的任务仍然在农村。通过匹配的商业模式将小农户纳入网络是激活小农户内生能力、助推小农户共同富裕的有效方案。本研究聚焦“农产品电商小企业如何将BOP生产者(指小农户)纳入网络结构”这一研究问题,通过走访调研25家农产品电商小企业,对42位中高层管理者、小农户及村干部进行深度访谈,获得了47.9万字的一手访谈资料。通过对访谈资料的扎根理论编码分析,归纳了小企业BOP网络嵌入动态演化过程及网络赋能机制。研究发现:农产品电商小企业的农村网络嵌入并非只是受农村结构要素被动影响的过程,还是一个主动创建、强化和巩固网络结构的动态演化过程。在不同阶段(网络搭建期、网络扩张期和网络成熟期),企业分别通过结构性锁定、结构性拓展、结构性剥离三重差异化机制,逐步将小农户纳入本地网络、跨区域网络及外部市场网络。这一过程中,企业逐步建立、强化并巩固在BOP人员与TOP资源、BOP产品与TOP市场之间的“桥接”作用,这是实现小农户网络赋能的关键机理。本文最终构建了农产品电商小企业BOP网络嵌入演化过程模型及BOP网络赋能模型,为以小企业为主体助推小农户共同富裕的实践提供了新启示。The most arduous and burdensome task in promoting common prosperity lies in rural areas.Integrating rural farmers into the business network through a matching model is represents an effective strategy that can activate the endogenous capacities of these farmers and enhance their collective prosperity.However,existing literature predominantly focuses on established models and the embedding mechanisms of high-quality capital,with case studies primarily reflecting large and medium-sized enterprises located in rural areas.This approach neglects the significant number of deeply embedded rural small enterprises.It is essential to understand how these small enterprises can navigate challenges related to capital and management,while simultaneously incorporating small farmers—who often occupy a disadvantaged status—into their business networks,thereby achieving mutual benefits.Current research on small businesses has inadequately addressed the real-world context of rural business development,particularly in terms of case studies and empirical research focusing on the interactions between small businesses and small farmers.Although there exists a wealth of static cross-sectional studies,there is a notable scarcity of dynamic process studies,that can effectively capture the complexities and dynamics involved the bottom-of-the-pyramid(BOP)strategy developed of by small businesses.Therefore,it is crucial to investigate how small businesses can incorporate small farmers into their business networks from a dynamic process perspective.This integration can empower the networks of small farmers,enhance their collective prosperity,and promote the revitalization of rural industries.This study poses the research question:How do small businesses integrate small farmers into business network during the embedding process in rural areas?Additionally,what is the dynamic mechanisms underlie this embedding?This study focuses on agricultural e-commerce small enterprises as embedding agents,with small farmers as the producers and partners

关 键 词：农产品电商 小企业 BOP生产者 网络嵌入 演化过程 网络赋能 

分 类 号：F724.6[经济管理—产业经济]