农村电商制度的供给困境与创新路径

The supply dilemma and innovation path of rural E-commerce system

农村电商的兴旺与发展,促使地方政府不断建构关于农村电商的制度内容,以便为农村电商的持续发展提供制度支持。基于集体行动理论,以多个电商村为研究对象,运用案例分析方法研究农村电商制度供给内容、运行机制与制度困境,探讨农村电商制度供给的创新路径。结果表明,农村电商制度内容以自下而上和自上而下两种方式进行建构,从而实现激励内生性力量和建构长效机制的目的,进而以外部供给型和下沉公共品型两种形态进行运作,为农村电商的运行提供了制度基础。但是农村电商制度供给面临着激励机制非正式化、竞争与资本渐趋失控的风险性、电商资源悬浮于需求方等困境。因此,提出地方政府需要进行激励农村电商发展机制正规化、公共服务内容精准化与本土化、构建风险预防与庇护机制等路径创新,从而为乡村振兴提供经济基础和制度支撑。

The prosperity and development of rural E-commerce encourages local governments to constantly construct institutional content of rural E-commerce,providing institutional support for the sustainable development of rural E-commerce.Based on collective action theory and several E-commerce villages as examples,this paper studies the content,operation mechanism,and institutional dilemma of rural E-commerce institutional supply by case analysis method and discussed the innovative path of rural E-commerce institutional supply.Results show that the institutional content of rural E-commerce is constructed in two ways:bottom-up and top-down to realize the purposes of motivating endogenous forces and constructing long-term mechanism and further to operate in two forms:external supply type and sinking public goods type,providing institutional foundation for the operation of rural E-commerce.However,rural E-commerce system supply still faces some challenges,including the informal incentive mechanism,the risk of competition,out-of-control of the capital,and unbalanced E-commerce capital resource with more interest on demand side.Therefore,to provide economic foundation and institutional support for rural vitalization,this paper suggests that local governments need to carry out some path innovations,including standardizing the mechanism of stimulating rural E-commerce development,making public service content accurate and localized,and constructing risk prevention and sheltering mechanism.