内容分析视角下农村电商政策与乡村减贫的耦合关系

The Coupling Relationship betweenRural E-Commerce Policy and RuralPoverty Reduction from the Perspective of Content Analysis

农村电商是推动乡村减贫的重要工具,对相关政策的研究有助于深化数字乡村建设,加快乡村振兴步伐。目前我国对于电商政策与乡村减贫的具体关联和互动机制尚不清晰,本文以此为切口,通过内容分析法系统梳理2014年以来中央颁布的四十份农村电商相关政策,在分析政策主题和政策工具使用特征基础上挖掘农村电商与乡村减贫的耦合关系。研究发现,我国农村电商与乡村减贫存在以互联网为中心,以服务点为基础的共同点,二者借助“双链耦合”机制达成时间、空间、资源上的耦合。在巩固拓展脱贫攻坚和乡村振兴有效衔接的新阶段,我国应把握二者辩证关系,打造以电商产业带动乡村振兴,以乡村振兴反推电商升级的良性循环。

Rural e-commerce is an important tool to promote rural poverty reduction, and the study of relevant policies will help deepen the construction of digital villages and accelerate the pace of rural revitalization. At present, the specific relationship and interaction mechanism between e-commerce policy and rural poverty reduction in China is not clear;this paper uses this as an incision, and systematically sorts out the 40 rural e-commerce related policies promulgated by the central government since 2014 through the content analysis method, and explores the coupling relationship between rural e-commerce and rural poverty reduction on the basis of analyzing the policy themes and the characteristics of the use of policy tools. It is found that China’s rural e-commerce and rural poverty alleviation have Internet-centered and service-point-based commonalities, and the two achieve time, space and resource coupling with the help of the “dual-chain coupling” mechanism. In the new stage of consolidating and expanding the effective connection between poverty alleviation and rural revitalization, China should grasp the dialectical relationship and create a virtuous circle of promoting rural revitalization with the e-commerce industry and promoting e-commerce upgrading with rural revitalization.