外源驱动下的农村电商发展模式研究——以济南市王老村为例

Research on the Development Model of Rural E-Commerce Driven by Exogenous Forces—A Case Study of Wanglao Village, Jinan City

摘要: 在乡村振兴战略与数字乡村建设的双重驱动下，农村电商已成为激活乡村经济、链接城乡资源的重要抓手。然而，多数乡村电商发展高度依赖外部力量，面临可持续发展动力不足的结构性困境。本文以山东省济南市莱芜区王老村为案例，运用产业融合理论与利益相关者理论，系统剖析该村在外源驱动下形成的四种电商发展模式：政府主导型、企业驱动型、能人带动型与集体组织型。研究发现，四种模式在功能上形成互补分工，共同构成外源驱动的复合动力机制。但其也暴露出资源依赖性强、内生动力不足、利益分配张力突出、品牌建设滞后与复合型人才匮乏等深层问题。破解困境的关键在于将外源输入过程同步转化为内生能力建设过程。据此，本文提出强化内外协同、构建本土人才梯队、深化农文旅融合、完善利益联结机制等优化路径，推动王老村电商发展从“外部输血”向“内外共建”转型，为同类村庄实现可持续的电商发展提供理论参照与实践启示。

Abstract: Driven by the rural revitalization strategy and digital village construction, rural e-commerce has become a crucial instrument for activating rural economies and linking urban and rural resources. However, most rural e-commerce development relies heavily on external forces, facing structural challenges such as insufficient momentum for sustainable development. Taking Wanglao Village in Laiwu District, Jinan City, Shandong Province as a case study, this paper employs industrial integration theory and stakeholder theory to systematically analyze four e-commerce development models formed under exogenous drive: government-led, enterprise-driven, talent-driven, and collectively-organized models. The study finds that the four models functionally complement each other, jointly constituting a composite dynamic mechanism of exogenous drive. Nevertheless, they also reveal deep-seated problems, including strong resource dependence, weak endogenous momentum, prominent tensions in benefit distribution, lagging brand construction, and a shortage of versatile talents. The key to addressing these dilemmas lies in simultaneously transforming the process of exogenous input into endogenous capacity building. Accordingly, this paper proposes optimization pathways such as strengthening external-internal synergy, building local talent echelons, deepening the integration of agriculture, culture and tourism, and improving benefit linkage mechanisms, so as to promote the transformation of Wanglao Village’s e-commerce development from “external blood transfusion” to “internal-external co-construction”. This provides theoretical reference and practical insights for similar villages to achieve sustainable e-commerce development.