摘要
2009 年淘宝村在我国首次出现，近几年发展形势如火如荼，目前其数量已超过
千家，淘宝村的飞速发展为农村经济的转型和腾飞带来巨大的机遇和活力。我国改
革开放以来一直实行中国特色社会主义市场经济，并且不断放宽市场限制，鼓励支
持大众创业万众创新，淘宝村就是在这样的经济社会环境下自发形成的。它是农村
经济与电子商务相结合的产物，从全球电商经济的发展来看，淘宝村是中国特有的
经济现象。这一新兴的经济现象自产生起就引起学术界、电商界以及各个领域人士
的广泛关注。随着许多成功的淘宝村逐渐被大家了解和熟知，淘宝村逐渐成为大家
口耳相传的、互联网时代农民发家致富的神话。随着淘宝村数量、规模的不断发展，
也出现一系列问题，诸如人才匮乏、同质化竞争等等，这些问题的显现对淘宝村的
进一步发展起到一定的阻碍作用

本文通过论述淘宝村相关理论，研究总结淘宝村的兴起原因、发展历程、典型
模式、经济影响等基本现状的基础上，发现多数的淘宝村在发展过程中存在发展规
模小、层次低、且网站建设相对滞后，存在信息更新不及时，产品形象和品牌推广
不力；同质化严重；缺乏专业的电商人才；缺乏专业的电商人才；物流成本过高；
淘宝村经营水平不高，未建立诚信经营体系等问题。并针对淘宝村电子商务产业发
展过程中存在的问题提出了完善政府职能；增强创新能力，走品牌化之路；加强淘
宝村人才建设；加强淘宝村物流体系建设，降低物流成本；延长电子商务产业链，
完善农村电子商务平台建设；实现农产品标准化品牌化生产，完善农产品质量安全
监督；打破传统销售观念，做新型电商农民；大力扶持农村基础设施建设；健全农
村中小企业发展等发展战略。本文希望通过对淘宝村产生发展的研究，为更多淘宝
村未来能够健康持续的发展提供可参考的依据，从而推进中国农村经济更快更好地
发展，尽快实现现代化，使淘宝村模式成为农村经济发展的常规模式

关键词：淘宝村；电子商务产业；发展战略III
Abstract
Taobao village in our country for the first time in 2009, development situation in
recent years, the number has more than 2016 thousand, the rapid development of taobao
village for the transformation of the rural economy to take off and bring huge
opportunities and vitality. Since the reform and opening in China through the Chinese
characteristic socialist market economy, and ease restrictions on the market, constantly
encourage support mass entrepreneurial innovation, taobao village is in the spontaneous
formation of the economic and social environment. It is the combination of the rural
economy and e-commerce, from the perspective of the development of global business
economy, village of taobao is China&39;s unique economic phenomena. This emerging
economic phenomenon since producing cause, the electric business and fields in
academia. As many successful taobao village is everybody understand and know, taobao
village gradually become people mouth of the myth of the Internet age farmers get rich.
With the continuous development of taobao village quantity, scale, also appeared a series
of problems, such as talent lack of minnith, homogeneity competition, etc., these
problems appeared on the further development of taobao village of obstacles.
Based on the related theory of Taobao Village and the summary of the basic causes
of the rise, development history, typical patterns and economic impact of Taobao Village,
this paper finds that the majority of Taobao Village has small development scale and low
level in its development , And the construction site is relatively lagging, there is not
timely information updates, poor product image and brand promotion; serious
homogeneity; lack of professional e-commerce talent; lack of professional e-commerce
talent; logistics costs are too high; Taobao village management level is not high , Did not
establish integrity management system and other issues. In order to solve the existing
problems in the development of e-commerce industry in Taobao Village, the government
functions are proposed to improve the capability of innovation and branding; to
strengthen the construction of talents in Taobao Village; to strengthen the logisticsIV
system of Taobao Village and reduce the logistics cost; to extend the e-commerce
industry Chain, improve the construction of rural e-commerce platform; to achieve
standardized production of agricultural products brand, improve the quality and safety
supervision of agricultural products; to break the traditional sales concepts, do a new
type of electricity supplier farmer; vigorously support rural infrastructure construction;
improve the development of rural small and medium enterprises development strategy.
This paper hopes that the research on the development of Taobao Village will provide
reference for more Taobao Village&39;s healthy and sustainable development in the future so
as to promote the faster and better development of China&39;s rural economy and realize
modernization as soon as possible so that the Taobao Village Model becomes The
Regular Pattern of Rural Economic Development.
Keywords: taobao village; e-commerce industry; development strategyV
目 录
摘要 ......I
Abstract . III
目 录 ......V
第 1 章 绪论 .1
1.1 研究背景及意义 ...1
1.1.1 研究背景 ....1
1.1.2 研究意义 ....2
1.2 国内外研究现状及分析 .........4
1.2.1 国外研究现状 4
1.2.2 国内研究综述 5
1.3 研究方法 .........7
1.3.1 理论研究与案例分析相结合 7
1.3.2 文献阅读和实地调查相结合 7
1.4 研究的创新之处 ...8
第 2 章 相关理论研究 .....9
2.1 淘宝村内涵 .......9
2.1.1 淘宝村的含义 9
2.1.2 淘宝村电商产业主要发展模式 ........ 10
2.2 产业集群理论 ... 12
2.2.1 产业集群定义 .......... 12
2.2.2 产业集群竞争优势理论 .. 12
2.2.3 产业集群理论概述 ...... 13
2.2.4 农村电子商务产业集群特征 .......... 14
2.3 长尾理论 ....... 15
2.3.1 长尾理论的内涵 ...... 15
2.3.2 长尾理论的特征 ........ 16VI
2.4 二八理论 ....... 17
2.4.1 二八理论的内涵 ........ 17
2.4.2 二八理论的应用 ........ 17
第 3 章 淘宝村电子商务产业发展现状与分析 ....... 19
3.1 淘宝村电商产业发展现状 ..... 19
3.1.1 总体规模增长快速，应用领域逐步拓展19
3.1.2 淘宝村集群化发展迅速 .. 20
3.1.3 淘宝村带动效应有所改善22
3.2 淘宝村电商产业快速发展原因 . 25
3.2.1 淘宝电商产业市场准入门槛低 ........ 25
3.2.2 传统产业不能满足农民需求 .......... 26
3.2.3 国家对农村电商产业的政策支持 ...... 27
3.3 淘宝村电子商务当前发展存在的问题 ....... 29
3.3.1 发展规模小、层次低、还处于起步阶段29
3.3.2 同质化严重29
3.3.3 缺乏专业的电商人才 .... 30
3.3.4 物流成本过高 .......... 31
3.3.5 未建立起诚信经营体系 .. 32
3.3.6 缺乏品牌意识 .......... 33
第 4 章 典型淘宝村案例分析 ......... 35
4.1 浙江省桐庐合村的成功模式 ... 35
4.2 云南省曲靖市沾益区农村电商发展成功案例 . 36
4.3 典型淘宝村发展分析 ......... 38
第 5 章 淘宝村电子商务发展战略探索 . 41
5.1 完善政府职能 ... 41
5.1.1 完善现行的信用评价体系41
5.1.2 完善农村电子商务的法律制度规范 ......
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