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

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。

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

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.