Study On The Evolution Path Of Taobao Village And Its Dynamic Mechanism:A Multi-Case Study

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.