系统管理学报

Journal of Systems & Management ›› 2020, Vol. 29 ›› Issue (4): 762-771.DOI: 10.3969/j.issn.1005-2542.2020.04.015

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Construction and Mechanisms of Exogenous Rural E-Commerce Ecosystem Based on the Rural Case of Taobao

LU Baozhou, TAN Caicai, WANG Fangfang   

  1. 1. School of Business，Qingdao University，Qingdao 266071，Shandong，China； 2.92228 Troops，the Chinese People's Liberation Army，Beijing 100072，China； 3.School of Management and Economics，China University of Petroleum (East China) Qingdo 266580，Shandong，China
  • Online:2020-07-29 Published:2020-08-10
  • Supported by:
    国家社会科学基金资助项目（16BGL075）

外生式农村电商生态系统构建过程与机制——基于农村淘宝的案例

卢宝周 ，谭彩彩，王芳芳，韩晓   

  1. 1青岛大学 商学院，山东 青岛 266071； 2中国石油大学（华东） 经济管理学院，山东 青岛 266580
  • 通讯作者: 韩晓（1987-），女，讲师
  • 作者简介:卢宝舟（1977-），男，博士，教授，硕士生导师。研究方向为数字化平台与转型

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Abstract:

This paper, taking the rural Taobao in Fushan, Shandong province as an example, analyzes the construction of the exogenous rural e-commerce ecosystem based on the empowerment theory. It is found that the local government and e-commerce platform companies are core participants in the construction of the exogenous rural e-commerce ecosystem, and the construction process of the ecosystem is the process by which core participants empower key participants. Structural empowerment, psychological empowerment, and resource empowerment respectively correspond to the three stages for the construction of the ecosystem. IT is the tool for core participants to empower. This paper not only opens up the process for the construction of the ecosystem, but also provides practical guidance for the development of rural e-commerce.

Key words: exogenous development, rural e-commerce ecosystem, empowerment, case study

摘要：

以烟台市福山区农村淘宝的发展过程为例，借助赋权理论对外生式农村电商生态系统的构建过程进行探索性剖析。研究发现，地方政府和电商平台企业是外生式农村电商生态系统构建的核心参与者；系统的构建过程就是核心参与者对关键参与者赋权的过程，结构赋权、心理赋权和资源赋权分别对应系统构建的3个阶段；IT是核心参与者赋权的工具。研究不仅打开了外生式农村电商生态系统构建的过程黑箱，而且对农村电商的发展具有实践指导意义。

关键词: 外生式发展, 农村电商生态系统, 赋权, 案例研究

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