基于关系资本的淘宝村竞争优势研究-工商管理专业论文.docxVIP

万方数据 万方数据 摘要 中国共产党的十八大报告指出，要促进工业化、信息化、城镇化、农业现代化同步发 展，解决好农业农村农民问题仍是全党工作的重中之重。淘宝村作为兼具农村特色和信息 技术特点的发展形式、新经济商业模式的代表，如今已出现在 7 个省份，拉动直接就业的 人群就达 6 万人，为我国解决“三农”问题提供了新的发展思路和途径参考。 随着市场经济的发展，卖方市场逐渐被买方市场所替代，信息产业里的竞争也愈加激 烈。淘宝村能够在这样的环境里，保持显著的竞争优势，其重要原因可归功于其具有得天 独厚的关系资本——基于差序格局的供应链关系资本、基于信息技术的顾客关系资本，以 及基于政策扶持的政治关系资本。 本文尝试将淘宝村作为一个研究整体，着重剖析淘宝村关系资本的机理，分析淘宝村 的关系资本对其构建竞争优势的积极作用，并探析淘宝村运营好关系资本、构建新的竞争 优势的思路和途径。通过对淘宝村形成和发展的重要因素的把握，并利用其可复制性，我 们可以将淘宝村模式推广向更多农村，让广大农村借助信息技术充分挖掘和运营内外的关 系资本，实现全面发展。 关键词：淘宝村，关系资本，竞争优势，差序格局，政府扶持 i ABSTRACT The report of the Eighteenth National Congress of the Communist Party has indicated that the top priority for our nation is to stimulate the simultaneous development of industrialization, informatization, urbanization and agricultural modernization, at the other hand, to solve the problems of agriculture, rural area and farmer.As a representative of new economic business model and development pattern that combined rural characteristics and IT characteristics, Taobao Village has covered over 7 provinces, created 60,000 jobs which is direct employment, and what’s more, as a successful example, it suggests new ideas of development and approaches for the “Three Rural Issues”. With the development of market economy, sellers market is gradually being replaced by buyers market, meanwhile, the competition in information industry has been increasingly fierce. However, Taobao Village still strongly maintains its significant competitive advantage in this exactly cruel condition today. The main reason for its great success could be attributed to its 3 unique relationship Capital: the supply chain relationship capital that based on the Pattern of Difference Sequence, the customer capital that based on IT, and the political capital that based on government support. This article tries to put Taobao Village as a whole study model，and focus on the mechanism of Taobao Villages relational capital, which analyses its positive role of relational capital for the competitive advantage,