近年来,随着城镇化进程的推进,我国农村人口在总体人口中的占比持续下降, 但农村网民在总体网民中的占比却保持上升, 农村地区已经成为了目前我国网民规模增长的重要动力。本文从电子商务发展的工具、渠道、基础设施、经济体四个阶段出发,基于对湾头村电子商务创业者的调查数据,运用案例分析法,针对电子商务创业的起步、发展、成熟和协同引领阶段,分析其主体现状—影响因素—行动策略, 凝炼农村电子商务创业演进机制,并提出相关的对策建议。

In recent years, with the progress of urbanization, China"s rural population proportion in the overall population continues to decline, but rural Internet users in the general Internet users keep rising. Rural areas have become the important driving force for the growth of Internet users in China. This article from the four stages of electronic commerce development: tools, channels, infrastructure and economy, and based on survey data of Wantou village electronic business entrepreneurs, applies case analysis, in view of four entrepreneurial stage (beginning, development, mature and collaborative leading stage), and analyzes its main body status—influencing factors— acting strategies, refines the evolution of entrepreneurial mechanism of rural e-commerce, and puts forward relevant countermeasures and suggestions.

G645.5

国家自然科学“企业开放式创新平台模式与组织特质动态匹配研究——适应性结构化理论视角”(编号：71572097)。项目负责人：戚桂杰；山东省自然科学基金“开放式创新社区组织采纳与知识创造能力提升研究”(编号：2014ZRE27335)。项目负责人：戚桂杰；济南市哲学社会科学“济南市基于电子商务的‘大众创业’模式及对策研究”(编号：JNSK15C25)。项目负责人：王新春