基于扎根理论的县域农文旅电商融合发展研究

Research on the Integrative Development of County-Level E-Commerce in Agriculture and Culture plus Tourism Based on Grounded Theory

农文旅电商融合发展是夯实乡村产业基础、促进县域经济发展、助推乡村振兴的有效途径。通过对农文旅电商产业相关从业者进行深度访谈,采用扎根理论构建了县域农文旅电商融合发展的影响因素模型,发现主体因素、区域经济水平、产业融合条件、产业结构和职业素养等是县域农文旅电商融合发展的关键制约因素。为此,要落实产业扶持政策,加强主体认知建设;培育和吸纳龙头企业,坚持人才引留政策;健全服务体系,完善产业融合条件;电商赋能产业,丰富融合形式;提升职业素养,培育复合人才。

The integrative development of e-commerce in agriculture and culture plus tourism is an effective way to consolidate the foundation of the rural industry,promote the development of the county economy,and boost rural revitalization.This paper constructs a model of influencing factors for the integrative development of e-commerce in agriculture and culture plus tourism in counties with grounded theory after in-depth interviews with relevant practitioners.The study reveals the main factors such as the subject,regional economic level,industrial integration conditions,industrial structure,and professional quality.Therefore,it is necessary to implement industrial support policies and strengthen the construction of subject cognition,to cultivate and absorb leading enterprises,to adhere to the talent retention policy,to improve the service system and the conditions for industrial integration,to empower the industry with e-commerce and enrich the forms of industrial integration,and to improve professional quality and cultivate compound talents.