Research On The Formation Mechanism And Development Significance Of Taobao Village

In recent years,with the penetration of information network technology from urban to rural areas,e-commerce has developed in the vast rural areas.Taobao village,as the most typical representative of rural e-commerce,is constantly changing the way of production and life style in China's rural society.As a unique economic phenomenon in China,Taobao village has attracted wide attention in academic circles,but there are few sociological studies on it.From the perspective of sociology,this paper attempts to study the development of a typical village in eastern China--Z village in Nantong city.On this basis,this paper explores the significance of the emergence of Taobao village for rural development and the problems it faces at the present stage of development,and tries to put forward relevant countermeasures and suggestions for these problems.Combined with the development process of Z village,the development of Taobao village can be divided into three stages,namely the germination stage,the scale stage and the bottleneck stage.The endogenous factors such as industrial foundation,social network and social capital jointly promoted the germination of Taobao village.Three major factors,namely industrial chain division,government policy support and e-commerce platform support,have promoted the large-scale development of e-commerce cluster in Taobao village.In recent years,the emergence of embeddability dependence in the cluster,the homogeneous competition among merchants and the rule system dominated by the e-commerce platform have brought more challenges to the e-commerce operators in Z village,and the sustainable development of the rural industry is in urgent need of injecting new innovative factors.The rapid development of Taobao village,while promoting the transformation of rural industries and the construction of rural informatization,has led a spontaneous rural construction movement among the people,attracted the return of rural talents and promoted local employment,it has promoted the revitalization of rural areas and the integration of urban and rural development.However,in recent years,the homogeneity of industrial development and the lack of rural governance has become a bottleneck restricting the further development of Taobao village.Therefore,local governments,e-commerce associations and e-commerce practitioners should work together to promote local industrial innovation and sustainable development of Taobao village.