基于电商平台利益相关者角度的价值共创研究——以曹县电商经济为例

A Study on Value Co-creation Based on the Stakeholder Perspective of E-commerce Platforms--Taking Cao County’s E-commerce Economy as an Example

中国农村电商产业已成为推动乡村振兴的重要引擎,本文基于价值共创理论与利益相关者理论,利用实地调研、问卷调研等方法,探究电商平台利益相关者之间价值共创的实现路径。研究表明:(1)作为利益相关者之一的政府,在价值共创网络中发挥着极其重要的引导性作用;(2)中国农村电商经济中,围绕农民主体的几大利益相关者通过彼此间的复杂多向、双向的相互作用,为彼此及自身创造价值;(3)各复杂多元的价值共同促进了文化、经济、社会价值,从而促进乡村振兴。针对农村电子商务产品上行困难和配套基础设施、产业链不健全等问题提出坚持推动电商新业态持续发展;强化农村区域基础设施建设;加强农村区域电子商务的普及、宣传教育,增强人才培养力度;实施农产品特色化品牌化战略等对策建议。

China’s rural e-commerce industry has become an important engine driving rural revitalization.Based on value co-creation theory and stakeholder theory,the paper explores the realization path of value co-creation among the stakeholders of the e-commerce platform using field research and questionnaire research methods.The research shows that:(1)The government,as one of the stakeholders,plays an extremely important guiding role in the value co-creation network;(2)In China’s rural e-commerce economy,several major stakeholders around the main farmers create value for each other and themselves through complex multi-directional and two-way interactions with each other;(3)Each complex and multiple values jointly promote cultural,economic and social values,thus promoting Given the difficulties of rural e-commerce products going upstream and the inadequacy of supporting infrastructure and industrial chains,we can propose countermeasures such as implementing the strategy of characterization and branding of agricultural products and improving the infrastructure and supporting industrial chains related to rural e-commerce.