乡村振兴背景下京东电商项目的社会创业研究

Research on Social Entrepreneurship of JD E-commerce Projects under the Background of Rural Revitalization

乡村振兴背景下,电商企业的发展不仅仅局限于商业项目的开拓,也逐渐成为实现社会创业、承担社会责任的主体,但这个过程中企业也会面临项目选择、改进资源架构等问题。本文选取京东农村电商项目案例,详细描述该社会创业项目中社会网络成员在价值链环节中发挥的作用,总结社会网络成员可发挥的作用,为其他企业提供选择和改进的借鉴,助力乡村振兴。

Under the background of rural revitalization,the development of e-commerce enterprises is not only limited to the development of commercial projects,but also become the main body of realizing social entrepreneurship and undertaking social responsibilities gradually.However,it will also face problems such as project selection and improvement of resource structure and so on in the process.This paper take the case of JD rural e-commerce project as an example,describes in detail the role that social network members play in the value chain of the social entrepreneurship project,and summarizes the role that social network members can play,so as to provide references of choices and improvements for other enterprises in order to help rural revitalization.