自组织理论视角下沙集农村电商发展模式的迭代与创新

Iteration and Innovation of Shaji Rural E-Commerce Development Model from the Perspective of Self-Organization Theory

摘要: 在“数商兴农”战略推进下，县域电商正由规模扩张转向品质化、品牌化转型。江苏睢宁沙集作为中国农村电商标志性样本，其“农户 + 网络 + 公司”模式历经十余年发展形成产业集群，也面临同质化竞争、品牌薄弱、人才流失等困境。本文以自组织理论为分析工具，将沙集模式划分为自发萌芽、集群形成、转型迭代三个演进阶段，从非平衡性、非线性作用、涨落演进三个维度剖析其迭代创新机制。研究发现，品牌与产品差异化维持系统非平衡动力，多元主体非线性协同产生放大效应，直播、数字化等创新涨落推动序参量由“低价”向“品牌”更替。沙集经验表明，自组织与他组织上下联动是农村电商集群可持续发展的关键，可为县域电商转型升级提供理论参考与实践启示。

Abstract: Against the backdrop of the “Digital Commerce for Rural Vitalization” strategy, county-level e-commerce is shifting from scale expansion to quality and brand-oriented development. As an iconic example of China’s rural e-commerce, Shaji Model in Suining, Jiangsu Province, characterized by the “farmers + internet + companies” framework, has evolved into an industrial cluster over more than a decade. However, it also faces dilemmas including homogeneous competition, weak branding, and brain drain. Based on self-organization theory, this paper divides the evolution of Shaji Model into three stages: spontaneous emergence, cluster formation, and transformative iteration, and analyzes its iterative innovation mechanisms from three dimensions: non-equilibrium, non-linear interaction, and fluctuation evolution. The findings show that brand and product differentiation sustain the non-equilibrium driving force of the system; non-linear collaboration among multiple actors generates an amplification effect; and innovative fluctuations such as live streaming and digitalization drive the replacement of the order parameter from “low price” to “brand”. The experience of Shaji demonstrates that the vertical coordination between self-organization and hetero-organization is critical to the sustainable development of rural e-commerce clusters, providing theoretical references and practical implications for the transformation and upgrading of county-level e-commerce.