乡村振兴视角下农村电商如何优化“工业品下行”路径——基于“双链”耦合机制的扎根研究

How to Optimize the Path of Industrial Goods Downlink by Rural E-commerce from the Perspective of Rural Revitalization:Based on Grounded Theory Research of Value Chains Coupling Mechanism

本文运用扎根理论方法,针对浙江丽水农村电商发展过程中的"工业品下行"问题,以当地政府、电商企业、农户为对象进行深度访谈,并收集相关资料。通过编码与分析,构建农村电商模式下"工业品下行"路径的升级模型,并结合价值链耦合理论进行分析。研究发现,农村的工业品消费需求和电子商务的外部环境推动了"工业品下行"与农村电商模式的对接;农村消费的实体价值链和电商虚拟价值链的"双链"耦合实现并优化了工业品的下行;通过与农村本地化服务的结合,挖掘农村消费者的实际需求,提高"工业品下行"的质量和效益,从而更好地服务于"三农"发展,助力乡村振兴。

Based on the grounded theory,this paper conducts in-depth interviews with local government,e-commerce enterprises and farmers in the process of rural e-commerce development in Lishui,Zhejiang Province,and collects relevant data.Through coding and analysis,this paper constructs an upgrade model of the downlink path of industrial products under the rural e-commerce model.And it is analyzed with the value chain coupling theory.The study finds that rural industrial consumption demand and the external environment of e-commerce promote the docking of'downlink of industrial products'and rural e-commerce mode;the coupling of real value chain of rural consumption and virtual value chain of Commerce realizes and optimizes the downlink of industrial products;and through the combination of rural localization services,digging to tap the actual needs of rural consumers and improve the quality and efficiency of'downlink of industrial products',so as to better serve the development of'agriculture,countryside and farmers'and boost Rural Revitalization.