农村电子商务创业的演进机制——以博兴湾头村为例

Research on the Evolution of Entrepreneurial Mechanism of Rural E-commerce——Case Study on Boxing Wantou Village

近年来随着城镇化进程的推进,我国农村人口在总体人口中的占比持续下降,但农村网民在总体网民中的占比却保持上升,农村地区已经成为目前我国网民规模增长的重要来源。从电子商务发展的工具、渠道、基础设施、经济体4个阶段出发,基于对湾头村电子商务创业者的调查数据,运用案例分析法,针对电子商务创业的起步、发展、成熟和协同引领阶段,分析其主体现状、影响因素、行动策略,凝炼农村电子商务创业演进机制并提出相关对策建议。

In recent years with the progress of urbanization China~ rural population proportion in the overall population con- tinues to decline, but rural internet users in the general interuet users keep rising. Rural areas have become the important driving force for the growth of internet users in China. This article from the four stages of electronic commerce development ： tools, channels, infrastructure and economy, based on survey data of Wantou village electronic business entrepreneurs, applies case analysis in view of four entrepreneurial stages （beginning, development, mature and collaborative leading stage）, analyzes its main body status--influencing factors-- acting strategies, refines the evolution of entrepreneurial mechanism of rural e - commerce, and puts forward relevant countermeasures and suggestions.