Research On The Agglomeration Process And Mechanism Of Taobao Village Online Retailers In Henan Province

With the introduction of "Internet +",e-commerce has penetrated into the production and lifestyle of traditional rural areas,combining the rural real economy with the Internet,and gradually formed Taobao Village,an e-commerce professional village with Chinese characteristics.As a typical product of "Internet + Rural",Taobao Village is of great significance in promoting the new type of urbanization and rural revitalization.At present,the spatial distribution of Taobao village in China shows a state of uneven development with more East and less west.At the same time,the research on Taobao village i s mainly concentrated in the eastern developed areas,which makes the study of the gathering process and mechanism of Taobao village in the underdeveloped areas in the central and western regions relatively scarce.The number of Taobao villages in Henan Province accounts for more than half of the total number in the central and Western regions.The prosperous development of Taobao villages in Henan Province is of great significance to enhance the economic development level of the underdeveloped rural areas in the central and Western regions,and is helpful to promote the accelerated rise of Taobao villages in the underdeveloped regions.Based on the above analysis,this study selected 13 Taobao villages in Henan Province in 2016 as the research object,obtained questionnaire data through field research,and used the nearest neighbor distance method,spatial visualization,stepwise regression method to explore the process and mechanism of network merchants' agglomeration in Henan Province.The main conclusions are as follows:(1)From the cluster type of Taobao Village Network Cluster in Henan Province,it can be divided into four types: enterprise distribution + industry foundation + brand effect,flash training mode + government cultivation + regional characteristics,farmer + family workshop + e-commerce platform,professional market + resource advantage.Among them,"enterprise distribution + industry foundation + brand effect" refers to the type of online merchants who buy the commodity ownership of local superior enterprises and resell it on e-commerce platform on the basis of local industrial characteristics."Flash cultivation mode + government cultivation + regional characteristics" refers to the cooperation and guidance of the government and Flash News Company,relying on local unique products,to train villagers in the operation of online stores for a short period of time,thus developing into Taobao Village."Farmer + Family Workshop + E-Commerce Platform" refers to Taobao Village,which is based on the local industrial foundation and combines "one family" family workshop mode with E-Commerce Platform through the radiation-driven effect of network business leaders."Professional Market + Resource Advantage" means that on the basis of possessing local unique resources,relying on the abundant supply of nearby professional markets,and driven by the demonstration effect of talented people,Taobao village network merchants gather.(2)From the perspective of the formation process of Taobao village network me rchants gathering in Henan Province,it can be divided into the early germination stage and the late diffusion stage.However,due to the different development time and driving factors of each Taobao village,there are some differences in the development stage of each Taobao village.Overall,the development of Taobao Village online merchants is mainly divided into two categories,one is Taobao village formed spontaneously,and its development process is mainly divided into germination stage and expansion stage.In the early stage of germination,a group of enterprising talents with the spirit of daring to venture and strive took the lead in opening Taobao stores.Through continuous exploration and learning of online store management,they succeeded.In the expansion stage,under the influence of the talent effect,the villagers spread and spread through the way of kinship and geographic relationship to promote the rapid growth of the number of online merchants.The other is relying on government support,cooperating with Flash News Company,training villagers in online business operation,and forming Taobao Village in a short time.(3)From the analysis of the evolution of Taobao village network merchants in Henan province,in terms of the spatial characteristics of Taobao village network merchants,Sangpo village,Shifosi village and Hezhuang village,Guodian village and Matun village show remarkable clustering characteristics in spatial distribution;Huozhuang village,monk Yang village,Pingle village and Digshan village show random distribution characteristics;the remaining Taobao village network merchants show uniform distribution characteristics;Distribution characteristics;From the perspective of spatial evolution process,Taobao village in Henan Province's online merchants spread by scattered point distribution,through relatives,geographic relationships and other means,spread disorderly in space,and eventually form a gathering of Taobao village network merchants;From the perspective of spatial distribution location,relying on the influence of local enterprises and traffic conditions,Taobao village network merchants mainly close to enterprises or markets and village traffic owners.The two sides of the main road are centrally distributed,which facilitates the transportation of products.(4)According to the gathering mechanism of Taobao village network in Henan province,the gathering of Taobao village network businessmen is mainly formed under the interaction of farmers,social network,industrial base,Internet environment and government behavior.Among them,peasant households are the key force of Taobao village network merchants' agglomeration.The success of the pioneers has provided a demonstration effect for the villagers and promoted the communication and diffusion among them.Social network promotes the accelerated diffusion of Taobao village network merchants,which is an important external environmental factor for promoting the formation and development of Taobao village network merchants' agglomeration.Industrial foundation is the prerequisite for the development of Taobao village network merchants,and good industrial foundation is very important.To a large extent,it determines the formation and development of Taobao village network merchants' agglomeration;the development of e-commerce environment and e-commerce platform in the Internet environment promotes the emergence and development of Taobao village network merchants,and provides a sales platform for the emergence and development of Taobao village network merchants;government behavior is an important support to guide the development of Taobao village network merchants,and provides good supporting resources and policy support for the development of Taobao village network merchan.