农村“电商+”模式助力乡村振兴类型研究

Research on the Type of “E-Commerce Plus” Model for Rural Revitalization in Rural Areas

中国电子商务已发展成熟,电商经济发展带动了农村传统经济格局的演变,农村电子商务已经成为了影响农村产业调整、带动农民增收致富以及助力实现乡村振兴的重要力量。论文以商务部官方“全国电子商务公共服务网”公布的15个农村电子商务助力乡村振兴典型案例为分析样本,通过对案例分析提取关键影响因素作为条件变量,运用清晰集定性比较分析方法对农村“电商+”模式进行类型学划分、典型案例解释并探讨农村电商助力乡村振兴的驱动逻辑。研究发现,农村“电商+”主要是政府主导型和龙头引领型。政府主导型的驱动逻辑是由政府以强大的组织能力和资源优势实现从宏观电商政策到微观技术支撑全流程的政府主导支持,帮助农民依靠电商致富。龙头引领型的驱动逻辑是通过先验成功案例示范效应培育形成庞大的本土电商人才群体和打造特色品牌,形成本土电商直播达人或区域性龙头企业,带领周边农民增收致富。论文最后对研究结论进行总结和进一步的建议探讨。Chinese e-commerce has developed to a mature stage, and the development of e-commerce has led to the transformation of the traditional rural economic pattern. Rural e-commerce has become an important force to influence rural industrial adjustment, boost farmers’ income and achieve rural revitalization. The paper takes the 15 typical cases of rural e-commerce supporting rural revitalization published by the Ministry of Commerce’s official “National E-commerce Public Service Network” as the analysis sample. By analyzing the cases, the key influencing factors are extracted as the condition variables, and the qualitative comparative analysis method of clear set is used to classify the “e-commerce+” model, explain the typical cases and explore the driving logic of rural e-commerce supporting rural revitalization. The study found that rural “e-commerce+” is mainly government-led and led by industry leaders. The driving logic of government-led type is that the government, with its strong organizational ability and resource advantages, realizes full-process government-led support from macro-level e-commerce policies to micro-level technical support, helping farmers to become wealthy through e-commerce. The driving logic of industry leader-led type is that it cultivates a large local e-commerce talent group and creates a unique brand through the demonstration effect of successful prior cases, forming local e-commerce live stream celebrities or regional leading enterprises, and leading nearby farmers to increase their income. The paper concludes with a summary of the research findings and further discussion on suggestions.