Relational Embeddedness:Research On The External Dilemma And Countermeasures Of Rural Commercial Capital

This thesis takes the investment attraction of A Heritage Park in Nanchang City as a case study,to investigate the process of commercial capital taking root in the countryside and getting rid of the “external” dilemma after going to the countryside.This study is based on the rural field and focuses on answering the question of "What are the specific aspects and characteristics of the ’external’ dilemma of commercial capital engaged in non agricultural service industries after moving to the countryside? What are the basic paths,specific actions,and strategic technologies for commercial capital moving to the countryside to adapt to local culture and embed in rural society in order to achieve a win-win situation between capital and rural areas?".Ethnic rejuvenation,rural rejuvenation!At the 19 th National Congress,the Communist Party of China proposed The Rural Revitalization Strategy,and pointed out that modernization of agriculture and rural areas will be basically realized by 2035,which will raise the development of agriculture,rural areas and farmer to a new height.However,due to the limited financial resources of government,the development and construction of agriculture and rural areas also require the strength of civil society,so the "capital to the countryside" has emerged and gradually formed a boom.However,while promoting the speed and quality of rural revitalization,rural capital sometimes finds it difficult to achieve smooth interaction with rural society due to the particularity of rural social structure networks,the inability to mediate interests or the actual situation of regional development,resulting in negative effects on the development of some rural areas,which has gradually attracted academic attention.This thesis believes that although rural capital is a special external group or individual with advantages in capital,technology,knowledge and management elements,it can still take a series of measures to embed in the countryside and take root in the local soil.This thesis explores the specific manifestations and characteristics of the "external" dilemma of rural commercial capital through field research.Based on the theoretical perspective of Granovetter’s relational embeddedness,this thesis combs the interactive process between capital and villagers from the two directions of industrial dividend distribution and rural resource mining and utilization of commercial capital in the countryside,examines the relationship cultivation in their interactive process,and explores how commercial capital with external identities can take root in the countryside,break away from external dilemma and embed their economic actions into rural society through relational embeddedness.Regarding the distribution of industrial dividends with capital going to the countryside,the author summarizes and analyzes it from two aspects: on the one hand,it is the connection of interests between commercial capital in rural areas and villagers,specifically including the provision of employment opportunities and preferential benefits for villagers;On the other hand,there is a harmonious win-win situation between rural commercial capital and local businesses.In the process of doing business,it avoids vicious competition with local businesses and seeks to cooperate with them.The distribution of industrial dividends builds a harmonious,mutually beneficial and mutually confiding relationship between village and capital.In terms of rural resource exploration and utilization,the first is to explore cultural resources.In the context of the modernization with local culture,commercial capital in the countryside fully adapts to rural cultural customs,and uses folk culture to carry out marketing,so as to create a good relationship of harmonious coexistence with each other from the cultural level;The second is the exchange of resources between rural commercial capital and village organizations.Rural commercial capital uses the advantages of acquaintances with village organizations to reduce operational difficulties,while also providing shelter and assistance to members of village organizations,achieving mutual benefit and win-win results under the guidance of common values;Finally,commercial capital in the countryside relies on local preferential policies for attracting investment to strengthen its legitimacy and authority in the countryside,and enhance the villagers’ sense of identity and mutual trust.In general,the process of embedding commercial capital into rural society is also the process of constructing village capital relationships and embedding them i-nto economic activities.The construction of harmonious,mutually confiding and mutually beneficial village-capital relationships has played an important role in bri-nging commercial capital to the countryside to operate industries,alleviate conflicts,and embed them in rural society.