中國大陸農村電商發展政策:以拚多多為例

中國大陸在互聯網領域的應用發展之快讓人驚歎，運用互聯網的商業模式如雨後春筍般不斷推陳出新。特別在發布的中央一號文件，將農村電商議題凸顯出來，代表農村電商作為農村發展新動力被寄予厚望。本論文認為：中國農村電商是以互聯網技術為基礎的商業模式在農村發展中的應用。因此其發展除來自於消費市場的「驅動力」例如：城鄉差異驅動力、技術驅動力、農業現代化驅動力等，另一方面更是有賴於公部門的政策引導推展與互聯網基礎建設所提供的「被動能」，也就是相關電商扶持政策、物流政策、財政金融政策、電商聚落群建設等。「社群互動」+「超低價」吸引客戶，是拼多多商業模式的獨特之處，進一步分析後發現，拼多多經營者徹底抓住當前中國整體經濟發展和貧困農村亟欲脫貧的社會脈動，精確掌握消費市場的需要，成功營造出低端消費族群與和廣大供給商間的交易平臺。也充分理解中國經濟發展的不均衡、城鄉收入水準的不均衡，區域建設的不均衡；以及充分掌握農村人口數量龐大，中低消費族群人口需求龐大、生活在三四線城市的人需求龐大的契機。通過對商業模式圖設定的9個要素(客戶區隔、價值主張、通路、顧客關係、收入來源、核心資源、關鍵活動、主要夥伴、成本結構)對拼多多的商業模式，進行拆解並逐一歸納、整理與檢視，以探索拼多多透過農村電子商務的現況、機遇與挑戰。

關鍵字

拼多多；農村電商；社群電商；扶貧政策；商業模式

並列摘要

The rapid development of the Internet of things applications in mainland China is astonishing. Business models related to the Internet of things have been developed one after another. In particular, the issue of rural e-commerce was brought to the forefront in the release of China's No1 Central Document 2021. This thesis argues that: China's rural e-commerce is the application of business models based on the Internet of things in rural development. Therefore, its development not only comes from the "driving force" of the consumer market, such as the urban-rural difference driving force, technology driving force, and agricultural modernization driving force, but also depends on the "passive energy" provided by the public sector's policy guidance and Internet infrastructure construction, i.e., relevant e-commerce support policies, logistics policies, financial and fiscal policies, and e-commerce cluster construction. Our analysis results pointed out that the unique feature of Pinduoduo's business model is "community interaction plus the ultra-low price." Pinduoduo has thoroughly grasped the social pulse of China's overall economic development and the urgent need to alleviate poverty in poor rural areas. Furthermore, it precisely held the market demand in hand and successfully created a trading platform between the low-end consumer groups and the vast number of suppliers. We also discovered the imbalance of China's economic development, the imbalance of urban and rural income levels, and the imbalance of regional construction. We then identified the opportunity of the huge number of the rural population, the huge demand of the middle and low consumption groups, and the huge demand of people living in third-tier and fourth-tier cities. We disassembled the business model of Pinduoduo and analyzed piece by piece to explore the current situation, opportunities, and challenges of Pinduoduo through rural e-commerce.