本地平台商业模式创新、制度逻辑转换与农业数字化转型

Local Platforms’Business Model Innovation,Institutional Logic Change and Agricultural Digital Transformation

本文基于商业模式创新和制度逻辑理论,从中国农村电商和农业农村数字化发展的现实情境出发,探讨本地平台如何通过商业模式创新促进制度逻辑转换,最终推动农业数字化转型。本文通过对清远市寻乡记智慧农业发展有限公司的商业模式创新案例展开研究,结合制度逻辑理论,建立起本地平台商业模式创新推动制度逻辑转换进而推进农业数字化转型的理论框架。研究发现:首先,在制度逻辑视角下,数字平台商业模式创新可视为多重制度逻辑环境下数字平台采取混合策略的结果,数字平台商业模式创新通过数字化方案向农村电商生态系统参与者传导多样化制度逻辑,促进参与者的制度逻辑转换;其次,农村电商生态系统参与者的集体行动推动农业场域逻辑产生多样化转换,助力农业数字化转型。本文提出的本地平台商业模式创新拓展了现有文献中商业模式研究类型,深化了商业模式创新与制度逻辑理论的交叉研究,也为中国情境下农业农村数字化之路提供了新路径。

Based on business model innovation and institutional logic theory,this paper explores how local platforms can facilitate institutional logic change through business model innovation and ultimately promote agricultural digital transformation from the realistic context of China’s rural e-commerce and agricultural and rural digital development.Through a case study of the business model innovation of Qingyuan Township Hunters Wisdom Agriculture Development Co.,Ltd.combined with institutional logic theory,this paper establishes a theoretical framework for local platforms to promote institutional logic change through business model innovation,and thus promote agricultural digital transformation.The study finds that:first,from the institutional logic perspective,digital platform business model innovation can be seen as the result of a hybrid strategy adopted by digital platforms in a multiple institutional logic environment,where the digital platforms’business model innovation transmits diverse institutional logics to ecosystem participants through digital solutions and facilitates institutional logic change of the participants.Second,the collective actions of ecosystem participants drive the diverse changes of logics in the agricultural field and contribute to the agricultural digital transformation.The local platforms’business model innovation proposed in this paper expands the type of business model in the existing literature,deepens the cross-over study of business model innovation and institutional logic theory,and provides a new path for the digitalization of agriculture and rural areas in the Chinese context.