Rural E-commerce and New Model of Rural Development in China:A Comparative Study of "Taobao Village" in Jiangsu Province

With the development of electronic commerce,there is a special phenomenon in rural areas of China that a lot of farmers in these areas depend on opening shops on Taobao online for a living. The products are made from the village workshop,and farmers become fullyfledged network businessmen. Electronic business platform mode of " Taobao Village" is the result of integrated development of primary,secondary and tertiary industries. In this study,we take two kinds of typical Taobao villages( Dongfeng Village and Yanxia Village) as sample areas,and conduct comparative analysis of this new rural business model based on field survey data,case studies and theoretical research. We also probe into the problems in the development of Taobao villages,and set forth the recommendations for the new rural business model.

The Influence of Perceived Risk on Purchase Intention——A Case study of Taobao Online Shopping of Fresh Fruit

Based on perceived risk,the impacts of different kinds of risks on consumer's purchase intention are tested by using the investigation data of 2016,and perceived risks of consumers from different groups have different impacts on purchase intention. Via interviews and online questionnaires,425 copies of effective samples were obtained. The structural equation modeling is used for research. Results display that product risk significantly affects purchase intention,and perceived risk among different groups has significant difference. According to research conclusion,the authors think that consumer should actively collect all kinds of information and take effective risk avoidance measures; Taobao platform should continuously perfect purchase rule,punish the behavior of leaking buyers' information,and continuously update Alipay software to prevent hacker intrusion; business should guarantee product quality,open information and make scientific marketing strategy.

Taobao:The Overlord of E-Commerce in China

With the rapid development of Internet in China during the recent years, the number of Internet users is growing at high speed every year. Flourishing e-commerce in China market has provided a new market and numerous opportunities for merchants. Taobao precisely took up this vital point and had to leap to the top of e-commerce in China with so many competitors. This article will analyze the factors of Taobao's success, its market positioning, e-payment from the perspective of the economics. As well give some suggestions on further development.

In-situ Urbanization Promoted by the Development of ＂Taobao Village＂

Starting from the important role of ＂Taobao village＂ in the economic development, the thesis analysed the subjective and objective reasons and promoting group and draw the general process of urbanization. It discussed the different characteristics of ＂Taobao village＂ in different economic areas and roles played in urbanizing. It also propounded some constructive suggestion to activate the industry, including strengthening industry supervision, adjusting development patterns, and emphasizing innovation. The paper consists of literature analysis, case analysis and comparative analysis to complement the demonstration.

An Empirical Study of Characteristics of the Spatial Distribution of Taobao Travel Intemet Store

The development of tourism depends on the development of physical stores and the level of economic development of tourism, distribution, and analysis of the main research shop this virtual store. In this study, based on China＇s largest e-commerce website --- Taobao C2C data to the country＇s 31 provinces, autonomous regions and municipalities （excluding Hung Kong, Macao and Taiwan） for the study, and regression analysis using ArcGIS software tools, from the provincial tourism C2C e-commerce Factors affecting the development of conduct Regression analysis, and An Empirical Study of the geographical distribution of the electrons. The results showed that the development of China＇s tourism e-commerce C2C level and the level of tourism development and local economic development are very relevant. The degree of economic development and the level of development of tourism and travel Taobao C2C e number of shops are highly correlated.

VERO MODA Settles in Taobao Mall

In the wake of the successive opening up of Jack&Jones’ and ONLY’s official flagship stores in Taobao Mall,the Danish Bestseller Fashion Group’s other brand,VERO MODA,landed the Mall on July 2nd. At present,the

Lost in Translation Shopping online on Taobao can be tricky if not familiar with Chinese

There are a lot of online shopping platforms all over the globe, but one popular site that caught my attention since coming to China from Ghana is Taobao. Being China＇s largest online shopping platform, Taobao is known for being very user- friendly, especially if you can read Chinese characters.

The effects of Taobao villages' spatiotemporal agglomeration on urbanization:A case study of Quanzhou,Fujian

The agglomeration of the rural e-commerce industry represented by Taobao villages has reshaped the existing urban and rural spatial organization and proposed a new urbanization model.This study identified the spatiotemporal characteristics of Taobao villages in Quanzhou city and built panel regression models to examine the impact of these villages on urbanization level,which is measured via nighttime light(NTL).The results show that(1)while the number of Taobao villages in Quanzhou city has increased rapidly,it has also experienced sporadic growth and monocentric agglomeration,finally forming a polycentric agglomeration pattern;(2) Taobao villages display a significant near-city tendency,and the urbanization level of towns with Taobao villages is higher than that of towns without Taobao villages;(3) the panel regression model highlights that Taobao villages have a significant positive impact on urbanization level.Taobao villages near the city exhibit a greater effect;meanwhile,those that are far away from the city cannot improve their urbanization level unless they reach a considerable degree of agglomeration.Rural e-commerce will become an important direction for the transformation of urban fringe areas,which provides a certain reference for the development of new urbanization in China.

汇聚涓涓细流:农村电商的收入效应与溢出效应研究——基于全国1809个县的证据

促进共同富裕的艰巨任务在农村、在农民,而发展农村电商是推进乡村振兴、促进收入增长、实现共同富裕的一个探索。基于2014—2020年全国1809个县以及淘宝村数据,构建面板数据固定效应模型和空间杜宾模型,分析了农村电商发展对县域农村家庭收入的直接效应及其空间溢出效应。研究发现:与非电商村相比,农村电商显著提高了农村居民的收入水平,产生的收入效应在电商发展水平较低、经济聚集程度不高的地区更大。进一步分析发现,农村电商呈现较强的空间溢出效应,且农村电商对周边地区和经济发达地区产生的溢出效应较大。国家推进电商进村应注重完善具有较好农业资源禀赋地区的公共基础设施,提高特色农产品在电商市场中的差异化竞争力;鼓励农村电商跨区域发展,提倡农村电商先行区帮扶后进地区,促进农产品和农村要素流动汇聚涓涓细流,实现互利互惠共赢、共同富裕。

江西省57个淘宝村的发育水平差异及影响因素

运用熵权-TOPSIS法和空间分析技术评价淘宝村发育水平的时空特征并解释其影响因素。结果表明,从空间发育等级上看,总体呈赣北、赣南地区发展优于赣中地区的特征,发育水平高值区和低值区在赣南地区“交错式发展”,中等水平区广泛分布,呈以南昌市和赣州市为核心向四周辐射式发展的格局;从时间上看,缓慢起步阶段(2013—2016年)以红星村为起点扩散形成4个淘宝村,平稳增长阶段(2017—2018年)以每年4个淘宝村的增量稳步提升,快速蔓延阶段(2019—2021年)裂变式增至57个淘宝村;淘宝村数量和发育水平的核密度空间分布上虽然均呈现出“整体少量零散、局部相对集中”的不均衡现象,但在赣北形成了三角形高密度值区;淘宝村空间扩散的初期阶段以“点状”独立式发展为主,扩散中期依托专业带动,以点为核心向四周“以点带线”式发展,到了扩散后期主要以共同发展和政府扶植为主,进行“以线织网”式交织扩散;从影响因子看,淘宝村的发育是多种因素综合作用的结果,经济基础、交通水平和平台支撑是主要影响因素,服务水平、互联网水平和信息通讯对淘宝村的发育有正向影响。

农村电商发展对老年人健康的影响——基于CLHLS数据的实证分析

在我国人口老龄化程度不断加深的背景下,改善老年人的健康状况对于缓解养老压力至关重要。文章使用2014、2018和2021年中国老年健康影响因素跟踪调查数据(CLHLS)和淘宝村数据,实证检验了农村电商发展对老年人健康的影响及其作用机制。研究发现:(1)农村电商的发展显著改善了老年人的生理健康状况;(2)机制分析表明,农村电子商务的发展通过加强老年人与子女间联系、增加老年人社会参与度、改善老年人饮食的方式改善了老年人的身体健康;(3)异质性分析发现,经济状况较差的老年人从农村电商发展中获得的健康福利较少,农村电商发展过程中可能存在“马太效应”。文章认为,为发挥农村电商对健康的支持作用,应鼓励农村电商的发展。

基于创业生态系统视角的农村电商创业涌现及机理研究——以中国淘宝村为例

与一般创业活动相比,农村电商创业对区域生态系统内的要素更加依赖,文章以6家中国淘宝村为案例对象分析农村电商创业,基于生态系统理论通过扎根理论方法构建农村电商创业生态系统框架。案例分析发现,首先,基础设施和创业文化是农村电商创业形成必要且关键外部因素,其中,信息与通信技术和交通物流等基础设施的改善则使得在农村创业者可以直接对接目标市场和消费者。而商业文化可以鼓励村民积极参与到电子商务的浪潮中来,首位创业成功者的故事则会激励村里的其他村民学习纷纷投入到电商创业。其次,电商平台的低门槛以及农村熟人社会效应构成农村电商创业的运行机制。电商平台的低门槛使得大量村民有机会参与到电子商务,而农村的熟人社会效应会鼓励和诱发更多的村民迅速模仿。最后,文章还揭示了创业带头人和当地政府在推动农村电商创业发展的关键角色。研究结论清晰勾勒出农村电商创业活动的要素以及形成机制,对中国农村电商创业实践具有一定现实指导作用,也进一步丰富了农村电商创业的相关理论。

农村电商平台的时空演变特征与影响因素——以广东省淘宝村为例

以2014~2022年广东省县域淘宝村数据为基础,运用空间计量法对淘宝村的时空演变特征和影响因素进行探索。研究发现:(1)广东省淘宝村由萌芽期点状扩散向集群化发展、裂变式扩张,形成局部相对集中、整体失衡、山区稀缺的空间格局,扩张形态呈现“出生点—核心扩张—外围延伸”的特征,但其集聚于珠三角和潮汕地区的格局未曾改变。(2)淘宝村在县域尺度上的空间分布存在显著的空间正相关性,集聚程度增强的趋势有所缓和,存在空间溢出效应,但外溢效应局限于淘宝村集聚程度高的珠三角和潮汕地区。(3)城乡结合区和镇乡结合区是淘宝村的主要汇聚地,地租和基础配套是淘宝商家选址的关注点。(4)影响广东省淘宝村发展的因素存在地区差异,珠三角地区流动人口规模和数字基础设施与其它因子交互作用明显,潮汕地区政府政策与多个因子交互的解释力显著增强。

Space reconstruction process and internal driving mechanisms of Taobao villages in metropolitan fringe areas:A case study of Lirendong village in Guangzhou,China

This paper examines the process and internal mechanisms of rural ecommerce industry agglomeration and space reconstruction in metropolitan fringe areas,employing Lirendong village in Guangzhou,China,as a case study.Questionnaire surveys and in-depth interviews were utilized and interpreted through the perspective of the actor-network theory.The results show that,in Lirendong village,local government,processing enterprises,rural collectives,e-commerce entrepreneurial talent,and other key actors participate in the pursuit and realization of suburban land value according to their action logic.Actors jointly evolved and constructed the phased industrial processes and space value accumulation process of the e-commerce industry.The reconstruction process experienced three stages,including the government-led agricultural decentralization stage,the market-oriented industrialization stage,and the Internet+stage dominated by the social network of fellow villagers.The development process has evolved from the dominance of exogenous forces to that of endogenous forces,and,as a result,the types and structures of rural land use are diversified.The spatial texture and rural environment of the traditional country gradually disappeared,forming a diversified mixed form of urban-rural land and mixed-use landscape of industrial,commercial,and residential land in vertical space.At the same time,the social network changed from a single and homogeneous social network of acquaintances to a multiple network of strangers.

河南省淘宝村时空演化特征及其影响因素

利用平均最近邻、核密度、标准差椭圆、地理探测器等分析方法,对河南省2014—2022年河南省淘宝村数据进行分析。结果表明,当前河南省淘宝村在空间分布类型上属于集聚分布,并呈现“一轴两心,中西部集聚”的分布格局;河南省淘宝村在空间演化上呈现“自西向东,先北后南”的扩散特征,在市域层面呈现逐渐明显的集聚特征并形成洛阳、郑州、南阳等淘宝村高密度分布区;对河南省淘宝村发展影响较大的5项因素依次是政府政策、产业基础、物流快递、交通条件、经济条件。

Spatial Distribution Characteristics and Influencing Factors of Taobao Villages in Guangzhou

Through a case study on 24 Taobao villages in Guangzhou,this paper analyzes the relationship between the spatial distribution characteristics and influencing factors of Taobao villages using the online data mining methodology,and compares e-commerce-based industry clusters with traditional industry clusters.The result shows that Taobao villages in Guangzhou are mainly distributed in peripheral areas of the central city,with low population and employment density; villages running the same kind of business present the trend of concentration.And the formation of Taobao villages is highly relevant to the distribution of factories,wholesale markets,express services,and low-rent housing,as well as the learning and demonstration effect among subjects.It further proves that,under the influence of e-commerce,the importance of economies of scale and economies of scope brought by geographic proximity has been weakened,while the importance of interaction and communication effect among subjects have been obviously strengthened.

农村电商减贫增收效应的实证分析——以河北河南两省的淘宝村为例

农村电商是新兴的扶贫减贫方式,实施电商精准扶贫战略,有助于增加贫困家庭的收入。但其增收效果仍有待研究。本文基于2009—2019年河北、河南两省淘宝村的面板数据,采用双重差分法分析淘宝村扶贫增收作用。研究发现,河北河南两省的淘宝村可以使当地农民的人均收入增加约6.27%,此结论在进行一系列检验后仍然成立。因此,基层政府应持续推进淘宝村建设,完善农村电商人才培养体系,优化淘宝村助农增收的作用机制。

汉服市场中传统裤装的消费调查分析

裤装是中国传统服饰不可或缺的组成部分。在复兴传统服饰文化的潮流中,传统裤装被越来越多的人所关注。为了深入了解传统裤装的发展现状,在梳理汉族传统裤装的基础上,对消费者及汉服淘宝店铺中传统裤装进行调查。结果表明:消费者对于传统裤装的认知度偏低;改良设计是传统裤装的主要发展动力;传统裤装中合裆裤占据大部分市场;市场中各形制裤装以宋制裤装居多。根据分析结果,从扩大宣传、形制体系构建、改良设计等角度提出相应建议,为传统裤装的设计及营销提供指导与依据。

农村电商发展有助于碳减排吗?——来自淘宝村建设的证据

农村电商作为数字技术在农村地区的重要渗透形式,其对乡村振兴与城乡均衡发展的积极作用已得到充分认可,但对于其能否助推实现“双碳”目标尚未得到广泛关注。明晰农村电商发展对碳减排的影响及其作用机制对于回应“数字乡村”建设能否兼顾乡村振兴与低碳发展战略这一现实问题具有重要意义。鉴于淘宝村建设已经成为中国农村电商发展的缩影,该研究通过2014—2021年淘宝村数据与282个地级及以上城市面板数据的匹配,并使用对数平均迪氏指数法,将碳排放分解为技术进步效应、经济发展效应与人口规模效应,进而综合运用双向固定效应模型、工具变量法和空间计量模型,从淘宝村建设的视角对农村电商发展的碳减排效应及其作用机制进行了考察。结果显示,农村电商发展对碳减排具有积极作用,即农村电商发展可以兼顾乡村振兴与低碳发展战略。然而,农业类农村电商发展与工业类农村电商发展的碳减排效应具有明显的异质性,其中,农业类农村电商的发展可以有效降低碳排放,而工业类农村电商发展则不利于碳减排。同时,农村电商发展通过降低碳排放强度而对碳排放产生的抑制效应比其通过规模效应产生的碳排放促增作用更强,而农村电商发展对经济发展效应的作用并不显著,因而在总体层面表现出碳减排效应。此外,农村电商发展能够推动城乡人口与产业的再平衡,通过缓解城市化压力和抑制资本深化而助力碳减排。据此,该研究提出应以“数字乡村”建设为契机,通过调节城乡人口迁徙路径和合理规划城乡产业分布,协同推进“十四五”规划中的城乡均衡发展与低碳发展战略目标。

农村电商发展对城乡居民收入差距的影响研究——基于空间滞后模型

本文选取2014—2021年全国254个地级市的面板数据,采用空间滞后模型考察了农村电商发展水平对城乡居民收入差距的影响效应。研究发现:农村电商发展在一定程度上加剧了城乡居民间的收入差距。具体而言,农村电商发展对城市居民收入增长的促进作用似乎更显著,从而导致本地区内城乡居民收入差距的进一步扩大。另外,农村电商发展具有空间溢出效应,通过市场辐射、示范效应和上下游产业联动等作用间接拉大周边地区城市与农村的收入差距。因此,政府在鼓励农村电商发展的同时,要加强对农民的技能培训,优化电商平台的监管机制,确保收益分配的公正性,以此促进农村电商的健康发展。