【作者】 王倩；

【导师】 郑称德；

【作者基本信息】 南京大学 ， 企业管理， 2015， 硕士

【摘要】 2014年,农村电商最具有典型的代表——淘宝村,迎来了阶梯式的发展,“淘宝村”的出现是中国农村电商发展进程中一个重要的里程碑。我国的“淘宝村”从全世界范围来看是特有的经济现象。这一独特的经济现象引发了学术界的广泛关注。但是对淘宝村的研究还甚少,淘宝村的兴起还没有得到理论上的解释,也没有学者对淘宝村的演变路径及其各阶段的动力机制进行探究和归纳。本研究通过对多个淘宝村进行分析,归纳出了淘宝村演变的一般路径,淘宝村的发展需要经历四个阶段：萌芽阶段、扩散阶段、分工阶段、规范化阶段,并且对每个阶段的动力机制进行了探究,在萌芽阶段,淘宝村的驱动因素主要为创新和区位因素；在扩散阶段,淘宝村的动力机制包括社会网络、创业知识溢出以及预期成本收益；在分工阶段,则主要由外部规模经济和分工协作来驱动淘宝村的进一步发展；在规范化阶段,同质化竞争一方面制约了淘宝村的发展,另一方面也促进了淘宝村的创新。本文内容主要包括五个章节,如下：第一章：绪论部分,对当前淘宝村发展现状、趋势和相关问题等研究背景进行简要的概括,提出本文的研究问题,并阐明研究目的及研究意义。第二章：文献回顾,对产业集群、电子商务产业集群等相关研究进行大量文献回顾,并分析讨论已有的相关研究理论和结论。第三章：研究设计,介绍研究方法以及研究过程。第四章：案例分析,对案例进行分析。第五章：结论与讨论,得出本文的主要结论,提出了本研究的启示,并指出本研究的局限性,同时对未来进一步研究的方向提出研究展望。更多还原

【Abstract】 The most typical representative of rural e-commerce-"Taobao village" has experienced great development in 2014. The appearance of "Taobao village" is an important milestone. From the view of the whole world, "Taobao village" is an unprecedented economic phenomenon attracting widespread attention in the academics. However, studies of the village are still inadequate. The rise of "Taobao village" has no theoretical explanation. And few people explored the evolution path of "Taobao Village" and its dynamic mechanism.This thesis studied several cases of "Taobao village" and summarized their general evolution stages. The whole process includes four stages:the embryonic stage, the diffusion stage, the division stage and the standardization stage. In the embryonic stage, the main driving forces are the innovation and regional factors. In the diffusion stage, the dynamic mechanism include social networks, entrepreneurial knowledge spillover and the expected costs and benefits factors. In the division stage, the further development depends on the external economies of scale and division of labor. In the standardization stage, homogenization of competition restricts the development of "Taobao village" on the one hand, but also promotes the innovation of it.The whole article is organized as follows. Part 1 mainly discusses the related theoretical & practical research background of "Taobao village" and presents the research purpose and research question. Part 2 provides a systematical literature review on E-commerce cluster and discusses the related theory and results. Part 3 introduces a detailed description of the research method and research process. Part 4 studies several cases. Part 5 discusses the main results, implications as well as limitations and suggestions for further research.更多还原