乡村振兴背景下农村电商新内生式发展路径研究——以曹县大集镇为例

The New Endogenous Development Path for Rural E-Commerce in the Context of Rural Revitalization—A Case Study of Daji Town, Cao County

摘要: 针对乡村内生动力不足这一典型性问题，统筹内部与外部资源是推进乡村振兴的重要手段。立足于乡村振兴的维度，以山东省曹县大集镇为例，运用新内生式发展理论，以村庄层面上该类以电商驱动型村庄为样本，分析了“产业–社会–空间”三方面促进该类村庄转型的路径和难题。在此基础之上，探索并形成该镇整合内外资源转变发展的“大集模式”。但同时，该模式发展过程又会遭遇村域空间要素碎片化、电子商务同质化竞争激烈、平台效应发挥不够充分、乡土社会空间与市场空间呈现明显的二元结构、外源性人才培育吸引力不强、产业规模有限等困境，通过乡村层面的人力物力资源齐头并进以弥补乡土社会被同质化的空缺来解决此问题。本文通过对内生因素发力、外源因素融合、政府政策推动进行补足，从产业升级、主体融合、空间匹配、高效治理等方面提出了实现转型升级的具体方案，以供电商驱动型乡村可持续振兴参酌使用。

Abstract: In view of the typical problem of insufficient endogenous power in rural areas, the coordination of internal and external resources is an important means to promote rural revitalization. Based on the dimension of rural revitalization, taking Daiji Town, Cao County, Shandong Province as an example, this paper uses the neo-endogenous development theory to analyze the paths and problems of promoting the transformation of such villages in three aspects: “industry-society-space”. On this basis, explore and form a “large collection model” for the transformation and development of the town’s integration of internal and external resources. However, at the same time, the development process of this model will encounter the dilemma of fragmentation of spatial elements in the village area, fierce competition in the homogenization of e-commerce, insufficient play of platform effect, obvious dual structure of rural social space and market space, weak attraction of exogenous talent cultivation, and limited industrial scale. This paper makes up for the development of endogenous factors, the integration of exogenous factors, and the promotion of government policies, and puts forward specific plans to achieve transformation and upgrading from the aspects of industrial upgrading, main body integration, spatial matching, and efficient governance, and uses the sustainable revitalization of rural areas driven by power suppliers as a reference.