基于运营流程的海宁市淘宝村空间联系研究*
Spatial Connection of Taobao Village in Haining Based on the Operation Process
朱查松
厦门大学建筑与土木工程学院助理教授，博士
钟炜菁
杭州市城市规划设计研究院设计师，硕士
张 涛
同济大学建筑与城市规划学院博士研究生
王 德
同济大学建筑与城市规划学院教授，博士生导师
王 鑫
武汉中央商务区城建开发有限公司投拓经理，硕士
摘要: 淘宝村作为极富中国特色的产业现象，形成从生产到销售、从核心物品到配套产业的完整产业链，产生广泛的空间联系。应用问卷调查、访谈法获取海宁市淘宝村店铺的一手资料，从店铺运营视角研究淘宝村的空间联系特征。经研究发现，网店运营可以划分为研发或采样、生产或进货、网络销售、发货配送4个核心环节，自产自销型店铺、本地依赖经销型店铺的主要环节都在海宁市，形成了紧密的产业关联，能够形成根植于本地的生产体系或产业集群，而外地依赖型店铺的运营流程仅有部分环节在海宁市，本地依赖较小。相应地，淘宝村、海宁市承担了研发或采样、生产或进货、网络销售、发货配送等运营全环节功能，是复合型空间，也是淘宝村空间强联系的主要区域。嘉兴市以外的区域主要为销售市场（杭州市区提供销售平台），与淘宝村的联系以网络联系为主。
Abstract: As an industrial phenomenon with Chinese characteristics, Taobao Village has formed a complete industrial chain from production to sales, from core goods to supporting industries, and has generated extensive spatial connections. By questionnaire survey and interviews, this paper obtains first-hand data on Taobao Village stores in Haining City, and studies the spatial connection characteristics of Taobao Village's industrial chain from the perspective of operation process. The research shows that the main operation links of self-produced and self-sold stores and local dependent dealership stores are all in Haining, forming a close industrial relationship and a production system or industrial cluster rooted in the local area. However, there are only partial operation processes of non-local dependent dealership stores in Haining, with less regional dependence. This results in Taobao Village and Haining City being a compound space, which undertakes the entire operational functions such as R&D or sampling, production or purchase, online sales, delivery and distribution, and being the main areas with strong spatial connections. Jiaxing and other counties and cities are mainly for production or purchase, delivery and distribution. The urban area of Hangzhou provides a sales platform. Other provinces and cities are mainly sales destinations. Their contact with Taobao Village is mainly axial virtual contact.
关键词：运营流程；淘宝村；空间联系；海宁市
Keyword: operation process; Taobao Village; spatial connections; Haining City
中图分类号：TU984
文献标识码: A
资金资助
厦门大学校长基金 “基于街景图片的街道空间品质测度与提升研究” 20720190017
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