从店老板到平台打工者的异化——农村小微零售商营销实践的平台化

王旖旎

从店老板到平台打工者的异化——农村小微零售商营销实践的平台化

引用本文：王旖旎.从店老板到平台打工者的异化——农村小微零售商营销实践的平台化[J].湖南大学学报社会科学版,2025,(2):138-145

摘要点击次数: 42

全文下载次数: 25

作者	单位
王旖旎	（湖南大学新闻与传播学院，湖南长沙 410082）

中文摘要:平台化对农村小微零售商的经营活动产生重要影响。农村小微零售商接入数字平台成为平台互补者，采用人情营销、本地化营销、平台适应与自我调适等策略增加经济收益。看似灵活自由的平台零工体制实则压缩了实体经营收益，农村零售户虽有“做自己的老板”之名，实则异化为受平台牵制的“打工者”。农村女性在家庭数字化经营活动中的深入参与体现出平台劳动“家庭主妇化”的特点。数字平台的治理应以公共价值为中心更好地服务农村商业的发展。

中文关键词:平台化农村零售数字劳动数字营销平台治理

The Alienation from Store Owners to Platform Workers—The Platformization of Rural Micro Retailers’ Marketing Practices

Abstract:Platformization has exerted significant impact on rural micro retailers’ management activities. Rural micro retailers have become platform complementors through accessing platforms. They employed marketing strategies including renqing, localization, and platform adaptation and self-adjustment to increase economic profits. The seemingly flexible and free gig economy system has in fact compressed the earnings of their brick-and-mortar businesses. Rural retailers, while still nominally “being their own bosses”, have actually been transformed into “workers” constrained by platforms. The retailers’ work presents the characteristics of “houswifization” through the high-level female participation in the household digital marketing activities. The governance of digital platforms should focus on public value to better serve the development of rural commerce.

keywords:platformization rural retail digital labor digital marketing platform governance

查看全文 查看/发表评论 下载pdf阅读器