农村电子商务与产品多样化影响因素探究——基于浙江淘宝村的实地调研分析

doi:10.18306/dlkxjz.2020.08.002

摘要/Abstract

摘要：

论文基于浙江省282个淘宝村的实地调研数据,从产品的垂直多样化和水平多样化2个方面衡量淘宝村抓住电子商务机遇并实现路径创造的能力,分析了电子商务对农村产品多样化的提升程度,并通过普通最小二乘法(ordinary least square, OLS)模型、空间计量模型构建淘宝村产品多样化的影响因素模型并分析其作用机制,以期弥补电子商务产业演化方面理论研究和经验分析的不足,同时为乡村经济发展与转型的实践提供建议与参考。研究表明：① 淘宝村产品多样化的提升情况呈现两极分化的趋势,垂直多样化和水平多样化的提升程度大致相同;② 浙江省淘宝村的产品多样化提升程度的空间集聚特征明显,产品垂直多样化提升程度的高值聚集点主要位于临安、湖州、慈溪、余姚等地,产品水平多样化提升程度的高值聚集点则位于杭嘉湖区域以及慈溪、余姚等县市,水平多样化提升程度和垂直多样化提升程度的低值聚集点都主要位于义乌市;③ OLS模型显示产品垂直多样化提升程度与产品深化加工及政策的支持情况呈显著正相关;④ 空间误差模型显示产品水平多样化的提升与机械化操作水平呈显著正相关,但电商协会的建立却逆向促进了产品水平多样化提升程度。

关键词: 电子商务, 淘宝村, 多样化, 农村经济发展, 浙江省

Abstract:

With the rapid development of e-commerce, Taobao village has become one of the most influential economic geography phenomena in China. However, little is known about how to promote product diversification of Taobao villages as yet. Based on the field research data of 282 Taobao villages in Zhejiang Province, this study measured the ability of Taobao villages to apply e-commerce to realize path creation from the aspects of vertical diversification and horizontal diversification of products, and analyzed the improvement of product diversification in Taobao villages after the introduction of e-commerce. This study constructed the influential factor models of product vertical and horizontal diversification improvement in Taobao villages, which include the ordinary least square (OLS) model and spatial econometric models. The mechanisms of the models were also analyzed. We found that: 1) The overall improvement of product diversification in Taobao villages is polarized and the improvements of vertical diversification and horizontal diversification are roughly the same. It was believed that in 40.4% and 42.6% of the villages the degrees of product vertical diversification and horizontal diversification have been improved greatly or very greatly since they became Taobao villages, while in 28.7% and 32.6% of the villages the improvement is small or very small. 2) The spatial agglomeration characteristics of improvement of product diversification in Taobao village of Zhejiang Province are obvious. The high-value gathering points of improvement of product vertical diversification are mainly located in Lin'an, Huzhou, Cixi, Yuyao, and other regions. The high-value gathering points of improvement of horizontal diversification are located in the Hangzhou-Jiaxing-Huzhou area, Cixi, as well as Yuyao. The low-value gathering points of improvement of both horizontal diversification and vertical diversification are mainly located in Yiwu City. 3) The result of OLS model shows that the improvement of vertical diversification of products is significantly positively correlated with product deepening processing and policy support. 4) The result of spatial error model (SEM) shows a significant positive correlation between improvement of product horizontal diversification and mechanized operation level, and a significant negative correlation with the establishment of e-commerce associations.

Key words: e-commerce, Taobao village, product diversification, rural economic development, Zhejiang Province

张佳, 王琛. 农村电子商务与产品多样化影响因素探究——基于浙江淘宝村的实地调研分析[J]. 地理科学进展, 2020, 39(8): 1260-1269.

ZHANG Jia, WANG Chen. Research on rural e-commerce and influential factors of product diversification: Based on the field investigation and analysis of Taobao villages in Zhejiang Province[J]. PROGRESS IN GEOGRAPHY, 2020, 39(8): 1260-1269.

图/表 5

图1

表1

变量的选取与描述"

变量	变量名称	变量描述	变量单位及取值	均值	标准差
$y 1$	产品垂直多样化	成为淘宝村后村庄产品质量的提升情况	1=很小;2=较小;3=一般;4=较大;5=很大	3.00	1.29
$y 2$	产品水平多样化	成为淘宝村后村庄生产的产品种类增加情况	1=很小;2=较小;3=一般;4=较大;5=很大	2.93	1.30
$X 1$	机械化操作水平	成为淘宝村后机械化操作水平的提高程度	1=很小;2=较小;3=一般;4=较大;5=很大	2.57	1.25
$X 2$	产品深化加工程度	成为淘宝村后产品深化加工的提高程度	1=很小;2=较小;3=一般;4=较大;5=很大	2.77	1.24
$X 3$	产品的网销比例	各村利用电子商务平台销售的产品额占总产品额比例		57.85%	0.23
$X 4$	物流行业发展情况	各村快递网点数量	个	157.56	104.34
$X 5$	政策的支持情况	有无鼓励电商发展的相关政策支持	0=有政策支持;1=无政策支持	0.34	0.48
$X 6$	有无电商协会	是否成立电商协会	0=有电商协会;1=无电商协会	0.94	0.24
$X 7$	管理手段改进	成为淘宝村后生产过程中管理手段的改进程度	1=很小;2=较小;3=一般;4=较大;5=很大	2.63	1.31
$X 8$	龙头电商	村内最大电子商务商户的雇佣人数	人	68.01	271.60

表1

图2

图3

表2

浙江省淘宝村产品垂直、水平多样化提升程度的OLS、SEM、SLM模型估计结果"

变量	OLS模型		SEM模型		SLM模型
变量	产品垂直多样化	产品水平多样化	产品垂直多样化	产品水平多样化	产品垂直多样化	产品水平多样化
常数	1.0216^** (0.3424)	1.2924^*** (0.3732)	1.0204^** (0.3385)	1.2541^*** (0.3686)	0.9288^*** (0.3408)	1.2300^*** (0.3715)
机械化操作水平	0.0795 (0.0681)	0.2008^** (0.0742)	0.0832 (0.0670)	0.2190^** (0.0722)	0.0827 (0.0667)	0.2036^** (0.0729)
产品深化加工程度	0.3640^*** (0.0710)	0.1300 (0.0774)	0.3554^*** (0.0697)	0.0995 (0.0746)	0.3575^*** (0.0695)	0.1247 (0.0760)
产品的网销比例	0.1029 (0.2422)	0.0717 (0.2640)	0.0901 (0.2400)	0.0948 (0.2618)	0.0537 (0.2387)	0.0446 (0.2610)
物流行业发展情况	-0.0010 (0.0005)	-0.0002 (0.0006)	-0.0010 (0.0006)	-0.0001 (0.0007)	-0.0009 (0.0005)	-0.0001 (0.0006)
政策的支持情况	0.2595^* (0.1172)	0.0933 (0.1277)	0.2588^* (0.1146)	0.0926 (0.1220)	0.2641^* (0.1148)	0.0962 (0.1255)
有无电商协会	-0.0800 (0.2401)	-0.5270^* (0.2617)	-0.0672 (0.2366)	-0.5215^* (0.2556)	-0.1112 (0.2363)	-0.5483^* (0.2581)
管理手段改进	0.3282^*** (0.0564)	0.4652^*** (0.0615)	0.3286^*** (0.0553)	0.4774^*** (0.0591)	0.3288^*** (0.0552)	0.4674^*** (0.0604)
龙头电商	-0.0001 (0.0002)	-0.0002 (0.0002)	-0.0001 (0.0002)	-0.0002 (0.0002)	-0.0001 (0.0002)	-0.0003 (0.0002)
Log likelihood	-367.236	-391.559	-367.011	-388.847	-366.070	-391.104
AIC	752.471	801.119	752.022	795.694	725.141	802.209
$R 2$	0.5229	0.4922	0.5240	0.5062	0.5271	0.4941

表2

参考文献 35

[1]	南京大学空间规划中心, 阿里研究院. 中国淘宝村发展报告(2014—2018) [EB/OL]. https://i.aliresearch.com/img/20181216/20181216145248.pdf, 2018-12-16.
	[ Resear-ch Center for Spatial Planning of Nanjing University, Ali Research. Chinese Taobao village development report (2014-2018). https://i.aliresearch.com/img/20181216/20181216145248.pdf, 2018-12-16. ]
[2]	Fleisher B, Hu D H, Mcguire W, et al. The evolution of an industrial cluster in China[J]. China Economic Review, 2010,21(3):456-469. doi: 10.1016/j.chieco.2010.04.004
[3]	Lin G, Xie X, Lv Z. Taobao practices, everyday life and emerging hybrid rurality in contemporary China[J]. Journal of Rural Studies, 2016,47:514-523. doi: 10.1016/j.jrurstud.2016.05.012
[4]	Rivera L, Gligor D, Sheffi Y. The benefits of logistics clustering[J]. International Journal of Physical Distribution & Logistics Management, 2016,46(3):242-268.
[5]	阿里研究院. 中国淘宝村研究报告(2016) [EB/OL]. http://i.aliresearch.com/file/20170125/20170125164026.pdf, 2017-01-25.
	[ Ali Research. Taobao village research report (2016): Taobao Village, new breakthrough. http://i.aliresearch.com/file/20170125/20170125164026.pdf, 2017-01-25.]
[6]	李裕瑞, 刘彦随, 龙花楼, 等. 大城市郊区村域转型发展的资源环境效应与优化调控研究: 以北京市顺义区北村为例[J]. 地理学报, 2013,68(6):825-838.
	[ Li Yurui, Liu Yansui, Long Hualong, et al. Village transformation development, resources and environment effects and their optimal regulation in the metropolitan suburbs: The case of Beicun in Shunyi District, Beijing. Acta Geographica Sinica, 2013,68(6):825-838. ]
[7]	张天泽, 张京祥. 乡村增长主义: 基于“乡村工业化”与“淘宝村”的比较与反思[J]. 城市发展研究, 2018,25(6):112-119.
	[ Zhang Tianze, Zhang Jingxiang. New growth supremacism in rural areas: Interpretation and reflection on the phenomenon of "Taobao Village". Urban Development Studies, 2018,25(6):112-119. ]
[8]	Lester R. Universities, innovation, and the competitiveness of local economies [R]. A summary report from the local innovation systems project: Phase I. Cambridge, USA: Industrial Performance Center, Massachusetts Institute of Technology, 2005.
[9]	郭琪, 贺灿飞. 演化经济地理视角下的技术关联研究进展[J]. 地理科学进展, 2018,37(2):229-238.
	[ Guo Qi, He Canfei. Progress of research on technological relatedness in the perspective of evolutionary economic geography. Progress in Geography, 2018,37(2):229-238. ]
[10]	徐媛媛, 王琛. 金融危机背景下区域经济弹性的影响因素: 以浙江省和江苏省为例[J]. 地理科学进展, 2017,36(8):986-994.
	[ Xu Yuanyuan, Wang Chen. Influencing factors of regional economic resilience in the 2008 financial crisis: A case study of Zhejiang and Jiangsu Provinces. Progress in Geography, 2017,36(8):986-994. ]
[11]	贺灿飞. 区域产业发展演化: 路径依赖还是路径创造?[J]. 地理研究, 2018,37(7):1253-1267.
	[ He Canfei. Regional industrial development and evolution: Path dependence or path creation? Geographical Research, 2018,37(7):1253-1267. ]
[12]	任晶, 杨青山. 产业多样化与城市增长的理论及实证研究: 以中国31个省会城市为例[J]. 地理科学, 2008,28(5):631-635.
	[ Ren Jing, Yang Qingshan. Theory and de-monstration between the industry diversion and city increase: A case study of 31 provincial cities in China. Scientia Geographica Sinica, 2008,28(5):631-635. ]
[13]	徐智邦, 王中辉, 周亮, 等. 中国“淘宝村”的空间分布特征及驱动因素分析[J]. 经济地理, 2017,37(1):107-114.
	[ Xu Zhibang, Wang Zhonghui, Zhou Liang, et al. The spatial distribution characteristics and driving factors of "Taobao Village" in China. Economic Geography, 2017,37(1):107-114. ]
[14]	周静, 杨紫悦, 高文. 电子商务经济下江苏省淘宝村发展特征及其动力机制分析[J]. 城市发展研究, 2017,24(2):9-14.
	[ Zhou Jing, Yang Ziyue, Gao Wen. The development characteristics and mechanism analysis of Taobao Villages in Jiangsu Province under e-commerce economy. Urban Development Studies, 2017,24(2):9-14. ]
[15]	曾亿武, 郭红东. 电子商务协会促进淘宝村发展的机理及其运行机制: 以广东省揭阳市军埔村的实践为例[J]. 中国农村经济, 2016(6):51-60.
	[ Zeng Yiwu, Guo Hongdong. The mechanism and operation mechanism of e-commerce association promoting the development of Taobao villages: Taking the practice of Junpu Village, Jieyang City, Guangdong Province as an example. Chinese Rural Economy, 2016(6):51-60. ]
[16]	曾亿武, 邱东茂, 沈逸婷, 等. 淘宝村形成过程研究:以东风村和军埔村为例[J]. 经济地理, 2015,35(12):90-97.
	[ Zeng Yiwu, Qiu Dongmao, Shen Yiting, et al. Study on the formation of Taobao Village: Taking Dongfeng Village and Junpu Village as examples. Economic Geography, 2015,35(12):90-97. ]
[17]	千庆兰, 陈颖彪, 刘素娴, 等. 淘宝镇的发展特征与形成机制解析: 基于广州新塘镇的实证研究[J]. 地理科学, 2017,37(7):1040-1048.
	[ Qian Qinglan, Chen Yingbiao, Liu Suxian, et al. Development characteristics and formation mechanism of Taobao town: Taking Xintang Town in Guangzhou as an example. Scientia Geographica Sinica, 2017,37(7):1040-1048. ]
[18]	崔丽丽, 王骊静, 王井泉. 社会创新因素促进“淘宝村”电子商务发展的实证分析: 以浙江丽水为例[J]. 中国农村经济, 2014(12):50-60.
	[ Cui Lili, Wang Lijing, Wang Jingquan. An empirical analysis of social innovation factors promoting the development of e-commerce in "Taobao village": Taking Lishui in Zhejiang Province as an example. Chinese Rural Economy, 2014(12):50-60. ]
[19]	Bils M, Klenow P J. The acceleration in variety growth[J]. American Economic Review, 2001,91(2):274-280. doi: 10.1257/aer.91.2.274
[20]	姜付秀. 我国上市公司多元化经营的决定因素研究[J]. 管理世界, 2006(5):128-135.
	[ Jiang Fuxiu. Research on the determinants of diversification strategy of listed companies in China. Management World, 2006(5):128-135. ]
[21]	Gary M S. Implementation strategy and performance outcomes in related diversification[J]. Strategic Management Journal, 2005,26(7):643-664.
[22]	Siggelkow N. Why focus? A study of intra-industry focus effects[J]. Journal of Industrial Economics, 2003,51(2):121-150.
[23]	Molla A, Heeks R. Exploring e-commerce benefits for businesses in a developing country[J]. Information Society, 2007,23(2):95-108.
[24]	Nightingale P. The network society: The information age: Economy, society and culture[J]. Research Policy, 2003,32(6):1141-1145.
[25]	Wurster T S. Blown to bits: How the new economics of information transforms strategy [M]. Brighton, USA: Harvard Business School Press, 1999.
[26]	Gereffi G. Shifting governance structures in global commodity chains, with special reference to the Internet[J]. American Behavioral Scientist, 2001,44(10):1616-1637.
[27]	Moodley S. Global market access in the Internet era: South Africa's wood furniture industry[J]. Internet Research-Electronic Networking Applications and Policy, 2002,12(1):31-42.
[28]	Bausch A, Krist M. The effect of context-related moderators on the internationalization-performance relationship: Evidence from meta-analysis[J]. Management International Review, 2007,47(3):319-347.
[29]	Anvari R D, Norouzi D. The impact of e-commerce and R&D on economic development in some selected countries[J]. Procedia: Social and Behavioral Sciences, 2016,229:354-362.
[30]	Bernard A B, Eaton J, Jensen J B, et al. Plants and productivity in international trade[J]. American Economic Review, 2003,93(4):1268-1290.
[31]	李育林, 张玉强. 我国地方政府在“淘宝村”发展中的职能定位探析: 以广东省军埔村为例[J]. 科技管理研究, 2015,35(11):174-178.
	[ Li Yulin, Zhang Yuqiang. Analysis of the role of local government in the development in the "Taobao" village: Taking Junpu Village in Guangdong Province as an example. Science and Technology Management Research, 2015,35(11):174-178. ]
[32]	刘吉祥, 周江评, 肖龙珠, 等. 建成环境对步行通勤通学的影响: 以中国香港为例[J]. 地理科学进展, 2019,38(6):807-817.
	[ Liu Jixiang, Zhou Jiangping, Xiao Longzhu, et al. Effects of the built environment on pedestrian communing to work and school: The Hong Kong case, China. Progress in Geography, 2019,38(6):807-817. ]
[33]	李林, 丁艺, 刘志华. 增长溢出作用的空间计量分析[J]. 金融研究, 2011(5):113-123.
	[ Li Lin, Ding Yi, Liu Zhihua. Spatial econometric analysis of financial agglomeration on regional economic growth spillover. Journal of Financial Research, 2011(5):113-123. ]
[34]	OECD. Oslo manual: Proposed guidelines for collecting and interpreting technological innovation data[M]. Paris, France: Organisation for Economic Co-operation and Development, 1992.
[35]	Anselin L, Florax R, Rey S J. Advances in Spatial Econometrics: Methodology, Tools and Applications[M]. Berlin, Germany: Springer Science & Business Media, 2004.