淘宝村农户网商群体持续成长演化研究

A Study on the Continuous Growth of Grassroot E-entrepreneur Groups in Taobao Village

以农村淘宝村农户网商群体为研究对象,探讨自组织和他组织共同作用下网商群体持续成长演化问题。以江苏沭阳淘宝村为案例原型,从乡村熟人关系、网商农户能力、网商品牌管理、地方政策资源等电商生态视角分析淘宝村网商群体的耗散结构特性,运用熵理论探究影响网商群体持续成长演化的因素,构建了淘宝村网商群体家庭型、公司型、品牌型持续成长演化路径的系统动力学模型。研究发现,在网商群体成长演化的不同阶段,自组织和他组织作用明显不同,地方电商生态化建设状况显著地影响着农村淘宝村网商群体由小到大、由弱变强的转型升级过程。

Grassroot e-entrepreneur groups in Taobao Village are the research object of this paper. The continuous growth of the grassroot e-entrepreneur groups by self-organization and hetero-organization is discussed. Taking Shuyang county of Jiangsu as an example of Taobao Village,this paper first analyses characteristics of dissipative structure of the e-entrepreneur groups from the perspectives of rural acquaintance,individual ability,brand management,local policy resources,then explores the evolutionary process of their sustained growth based on entropy theory,and finally constructs a system dynamics model of the continuous growth path of the family type,company type and brand type in Taobao Village. The study found that self-organization and hetero-organization have different effects during different stages of the e-entrepreneur groups‘evolution,and the transformation and upgrade of e-entrepreneur groups in Taobao Village from small to big,from weak to strong are affected by the ecological construction of e-commerce.