农民网商对电商平台的依附关系及其形成机制

Peasant E-businessman Dependence on E-commerce Platform and Its Formation Mechanism

在农村电商飞速发展背景下,研究农民网商与电商平台之间的生产关系具有重要意义。电商平台从数据资源、数据技术和金融资本三个方面建构起平台的强势地位,形成了流量集中、品牌效应、海量资金等比较优势及数据精准匹配、技术赋能、货币数字化的平台能力。强势的发展地位、独特的比较优势和强大的平台能力最终为农民网商编织起生产关系的樊笼。农民网商探索多种策略试图改变这种依附关系,包括:规模壮大策略、非官方运营策略以及跳出平台或多平台策略。但受人才、技术和资金短缺,消费升级以及平台规训等因素制约,始终囿于依附电商平台的关系中。因此,为了推动农民网商高质量发展,应汇集多方力量加强农民网商市场能力建设,引导电商平台针对性扶持农民网商发展。本文最后对现有平台经济理论进行反思,提出平台经济中生产关系的灵活多变属性。

In the context of the rapid development of rural e-commerce, it is of great significance to study the production relationship between peasant e-businessmen and e-commerce platforms. The e-commerce platform builds a strong position from three aspects of data resources, data technology, and financial capital, forming the advantages of concentrated traffic, brand eff ects, massive funds, and the ability to accurately match data, enable technology, and digitization of currency, weaving the cage of production relationships. Peasant e-businessmen explore strategies for scaling up, unofficial operating strategies, and out-of-platform or multi-platform strategies, but are constrained by factors such as the shortage of talent and technical funds, consumption upgrades, and platform disciplines, and are always stuck in the relationship of e-commerce platforms. Multiple forces should be pooled to strengthen the peasant e-businessmen’s market capacity building and guide the e-commerce platform to specifically support the development of peasant e-businessmen. Finally, the research reflects on the existing platform economy theories and proposes the flexible nature of production relation in the platform economy.