农村电子商务模式探析——基于淘宝村的调研

Research on Rural E-commerce Model Based on Survey of Taobao Village

截至2014年,我国已出现212个"淘宝村"。以"淘宝村"为代表的农村电商是互联网与农村经济相结合的自然产物。在深入淘宝村调研后发现,经济基础较好,贴近市场的淘宝村经济偏向工业化道路;偏远地区、经济基础薄弱的淘宝村则以农业禀赋、传统资源与文化等优势发展本地经济。自发形成的"淘宝村"具有典型的产业集群特征,但"淘宝村"的集群水平、经营效率等普遍低下,出现同地同村同业的恶性竞争。基于此,本文首先概括提出农村电商的共同特征;依据不同划分标准,将农村电商模式划分为不同类型,指出现行农村电商模式存在的隐患;为了促进农村电商健康持续发展,需要分类引导农村电商模式的升级。在共生理念指导下,提出农村电商模式的共生结构,将农村电商模式重新划分为寄生模式、非对称模式、偏利模式、对称模式和一体化模式等,同时分析不同共生模式的机理;最后,本文提出大众创业、集群规模正态分布、双通道的网销渠道、深度挖掘农村自然禀赋的商业价值、多平台运营和内生化资金供给等农村电商共生发展路径,为寻找农村经济发展的新突破提供参考。

212 Taobao villages have been found in China by the end of 2014. Rural e-commerce was born in the natural combination with the interuet and country economy. Under survey on the Taobao village, it is on the way towards industrializa- tion, which is close to the market and owns a better economy basis. On the contrary, it develops their economy by the superiority over the agricultural endowment, traditional resources and culture. Taobao village has the characteristics of typical industry clus- ter, but its duster level, operational efficiency and so on are in the generally low level. It viciously competes with each other in the same location, same village and same industry. Based on the survey, it gives common characteristics in the rural e-co- mmerce. It divides the rural e-commerce model into several types according to the different standard and points out the troubles which are hidden in the model. In order to promote healthy and sustainable development toward the rural e-commerce, it is ne- cessary that the rural e-commerce is classified into different models and guided by the policy during the evolution. In accordance with symbiotic theory, it puts forward with symbiotic structure of rural e-commerce model, and divides the rural e-commerce mo- del into parasitic mode, asymmetric mode, bias mode, and symmetric mode and Integration mode again. It also makes analysis towards the mechanism in the different mode. Finally, it gives advice for the development of rural e-commerce： encouraging people to start their own businesses and to make innovations, cluster scale of normal distribution, dual-way online marketing channels, showing the commercial value of rural natural endowment, multi-platform operation, and biochemical money supply, et al. It also takes reference for new breakthrough in the rural economy development.