摘要
了解淘宝村生态系统的特征是创业者开展电子商务商业活动的基础。淘宝村生态系统为农业生产方式、农村生活方式、农民思维方式和价值观念带来了深刻变革,成为影响农村经济发展的新型力量。运用扎根理论研究方法聚焦淘宝村,从生态学视角出发通过行为环境和行为要素两条路径阐释淘宝村生态系统的结构框架,为创业者和淘宝村生态系统的稳定健康发展提供参考。研究结论表明:优化行为环境可以正向调节行为主体活动的质量,追求行为要素可以明显提高行为主体在市场中的竞争优势,淘宝村生态系统通过行为要素、行为环境和行为主体三者的有机耦合达到动态平衡。
Understanding the characteristics of Taobao village ecosystem is the basis for entrepreneurs to carry out e-commerce business activities.Taobao village ecosystem has brought profound changes to agricultural production,rural life style,farmers′thinking mode and values,and has become a new force affecting rural economic development.This paper focuses on the scope of Taobao village with grounded theory research method,and explains the structural framework of Taobao village ecosystem through two paths of behavioral environment and behavioral elements from an ecological perspective,providing reference for entrepreneurs and the stable and healthy development of Taobao village ecosystem.The results show that optimizing the behavioral environment can positively regulate the quality of the activities of the actors.Pursuing the behavioral factors can significantly improve the competitive advantages of the actors in the market.The ecosystem of Taobao village achieves dynamic balance through the organic coupling of the behavioral factors,behavioral environment and actors.
作者
张浩
王丽亭
ZHANG Hao;WANG Liting(School of Economics and Management,Jiangsu University of Science and Technology,Zhenjiang 212003,China)
出处
《上海管理科学》
2020年第3期91-97,共7页
Shanghai Management Science
基金
国家自然科学基金重点项目“基于云的管理信息系统再造研究”(71331003)。
关键词
扎根理论
淘宝村
生态系统
路径
rooted theory
Taobao village
ecosystem
route
