第三届淘宝村转型与发展论坛的办会理念 The Concept of the 3rd Taobao Village Transformation and Development Forum


11月23号-24号,第三届淘宝村转型与发展论坛在湖北枝江市召开。我们试图把这次枝江淘宝村转型与发展论坛,办成一次产学对话会。淘宝村的发展为学界提供了鲜活的材料,学界为淘宝或者电商现象提供逻辑解释,为产业的发展提供逻辑指引,两者互惠互利。

On November 23-24, the 3rd Taobao Village Transformation and Development Forum was held in Zhijiang, Hubei. We tried to make this forum for the transformation and development of Taobao Village in Zhijiang into an industry-academia dialogue. The development of Taobao Village provides fresh materials for the academic community. The academic community provides logical explanations for Taobao or e-commerce phenomena, and provides logical guidance for the development of the industry. Both are mutually beneficial.

科学的首要任务在于解释现象。但是长期以来,我国社会科学研究有两种倾向:一种借助理论术语,为企业或者政府的做法进行包装。另一种是,试图解释现象,但对现象的解释不够深刻,多停留在经验层面上,提供的解释只是简单地复述政府或者企业的说法。这种解释当然没有错,却不够深刻。研究结论没有超出常识或者经验的范围,学界研究没有为人类的认知提供“附加值”。

The primary task of science is to explain phenomena. However, for a long time, there have been two tendencies in China's social science research: one is to use the theoretical terminology to pack the practices of enterprises or governments. The other is to try to explain the phenomenon, but the explanation of the phenomenon is not deep enough, and it stays on the empirical level. The explanation provided is simply a restatement of the government or the enterprise. This explanation is certainly not wrong, but it is not deep enough. The research conclusion does not exceed the scope of common sense or experience, and academic research has not provided "added value" for human cognition.

一个好的解释必须是用理论语言而不是日常语言,用逻辑而不是用经验来描述,其结论必须是超越常识或者是反常识的。如同万有引力对苹果下落的解释、日心说的提出,使得我们对日常司空见惯的现象产生了重新认知,产生“原来如此”的顿悟或者惊奇。对于这样的解释或者理论,现实中的人们是需要的,不仅满足他们的好奇心,也可以使他们有意识地应用原理指导实践。如果学者的研究结论就是普通人的常识,企业界和政府不会对这样的理论感兴趣。

A good explanation must be described in theoretical language instead of everyday language, and in logic rather than experience. The conclusion must be beyond common sense or counter-common sense. Just like the gravitational interpretation of Apple's whereabouts and the proposition of the heliocentric theory, we have re-understood the everyday phenomenon that is commonplace, and have the "original" epiphany or surprise. For such an explanation or theory, people in reality need it, not only to satisfy their curiosity, but also to make them consciously apply the principles to guide practice. If scholars' research conclusions are common knowledge of common people, the business community and the government will not be interested in such a theory.

我们使用理论语言,不只是为了使用不同的语言来说明同样的意思,不是新瓶装旧酒,不是文字游戏,而是由于理论语言的一般性和理论的洞察力,使得我们对于现象的理解更加简洁、一致和深刻。一个好的理论必须能够解释很多现象。同样的机理可以理解迥然不同的大千世界,从而节约人类的认知资源。同时,理论逻辑的延伸可以产生反直觉的涵义,如同向天上抛洒物体(发射人造地球卫星)居然可以不落地。

We use theoretical language, not just to use different languages to explain the same meaning, not new bottles and old wine, not word games, but because of the generality of theoretical language and theoretical insights, we make our understanding of phenomena more concise , Consistent and profound. A good theory must be able to explain many phenomena. The same mechanism can understand vastly different worlds, thereby saving human cognitive resources. At the same time, the extension of theoretical logic can produce counter-intuitive meanings, as if throwing objects (launching artificial earth satellites) into the sky can not land.

一旦人类学会使用概念或者模型思考,拿起了理论武器,使得它从常识的禁锢中解放出来,才真正使人类超越于动物世界。这也是发达社会与传统社会的区别。

当然,现象的深刻解释是不容易做到的事情。它首先需要确定有理论价值的现象,然后提出有想象力的假说。提出问题比解决问题更重要。

Once human beings learn to use concepts or models to think, and take up theoretical weapons, they are liberated from the imprisonment of common sense, and then they truly transcend humans beyond the animal world. This is also the difference between developed society and traditional society.

Of course, a deep explanation of the phenomenon is not easy. It first needs to identify phenomena with theoretical value, then come up with imaginative hypotheses. Asking questions is more important than solving them.

什么是好的现象?我的理解好的现象一定是与现有理论相冲突的现象。捕获好的现象,一方面需要有理论修养,熟练掌握现有理论。理论语言要进入自己的思维方式,经年累月,沉淀为无意识。一旦在现实中遇到理论不能回答的问题,本能地产生困惑和“思维堵塞”,引起注意力的聚焦。另一方面,又需要对实际有深刻的洞察,需要长时间在实践中的浸泡。

What is a good phenomenon? My well-understood phenomenon must be a phenomenon that conflicts with existing theories. To capture good phenomena, on the one hand, you need to be theoretically literate and proficient in existing theories. The theoretical language has to enter its own way of thinking, and over time, it precipitates into unconsciousness. Once you encounter a problem that the theory cannot answer in reality, you instinctively produce confusion and "thinking of the mind", causing the focus of attention. On the other hand, you need to have a deep insight into reality, and you need to soak in practice for a long time.

从业者往往比较了解现实,但是缺乏理论思维。他们不知道什么才是值得研究的现象。不是所有的现象都值得研究,一些成功的案例也许只是已有的理论在特定情景中的展现,反过来,一些平常的现象或者失败的案例,背后可能隐藏有不为人知的机理,好的现象一定是现有理论解释不了的。

Practitioners often understand the reality better, but lack theoretical thinking. They don't know what is worth studying. Not all phenomena are worth studying. Some successful cases may just be the presentation of existing theories in specific scenarios. Conversely, some ordinary phenomena or failure cases may have hidden mechanisms behind them. It must not be explained by existing theories.

受过理论训练的人往往缺乏接触现象的机会和个人体验,特别是一些特殊领域,如淘宝购物、直播购物、网红带货,很难提出贴切的概念和理论。有的理论家,只知道背书,不认识概念在现实中的表现形式。

People who have been trained in theory often lack the opportunity to experience the phenomenon and personal experience, especially in some special areas, such as Taobao shopping, live shopping, and online celebrities carrying goods, it is difficult to propose appropriate concepts and theories. Some theorists only know the endorsement, they don't know the expression form of the concept in reality.

即便是有了值得研究的现象,也不一定是能够获得满意的解答。现实中的现象是复杂的、多重机理作用的复合结果,是受到“污染”的材料。理论研究需要通过分析来简化、“清洗”问题,以便在“纯质”和“真空”、“无摩擦力”的环境下识别特定的机理。有些现象的机理可以猜测,但是难以实证。提出新的概念和假说,这需要研究者的想象力和抽象思维,需要逻辑。

Even if there is a phenomenon worth studying, it is not necessarily a satisfactory answer. The phenomenon in reality is the composite result of complex and multiple mechanisms, and it is the material that is "contaminated". Theoretical research needs to be simplified and "washed" through analysis in order to identify specific mechanisms in "pure", "vacuum", and "friction-free" environments. The mechanism of some phenomena can be guessed, but it is difficult to prove. Proposing new concepts and hypotheses requires researchers' imagination and abstract thinking, and logic.

中国淘宝村和农村电商发展的生动实践,为学术界提供了丰富的素材,目前是学术研究跟不上实践的发展。

The vivid practice of the development of Taobao Village and rural e-commerce in China has provided a wealth of material for the academic community. At present, academic research cannot keep up with the development of practice.

我们团队在过去一年中接触和调查淘宝村的过程中,试图提出了一些新概念,如网购成瘾、网购失望、聚点均衡、交易过程效用、电商营销力、不对称知识与不对称信息。也有一些不成熟的命题,如适合直播的产品多是便宜产品和冲动性消费产品,东部是以工业制成品为主而中西部以农产品和资源产品为主。湖北省有22个淘宝村,枝江有10个,这个现象是否具有理论价值?这些命题、概念和现象,需要在这次的会议中跟学者们和企业家们进行交流探讨。我们欢迎参会的代表分享你们在过去一年中的理论成果或者思考。不断提高每年一度的淘宝村产学对话会的理论层次,这是帮助淘宝村转型升级的一种方式。

In the process of contacting and investigating Taobao Village in the past year, our team tried to put forward some new concepts, such as online shopping addiction, online shopping disappointment, convergence point equilibrium, transaction process utility, e-commerce marketing power, asymmetric knowledge and asymmetry information. There are also some immature propositions. For example, the products suitable for live broadcast are mostly cheap products and impulsive consumer products. The eastern part is dominated by manufactured goods while the central and western parts are dominated by agricultural products and resource products. There are 22 Taobao villages in Hubei and 10 in Zhijiang. Does this phenomenon have theoretical value? These propositions, concepts and phenomena need to be discussed and discussed with scholars and entrepreneurs at this conference. We welcome participants to share your theoretical results or reflections over the past year. Constantly improving the theoretical level of the annual Taobao Village Industry-Academic Dialogue is a way to help Taobao Village transform and upgrade.

有学者认为,枝江淘宝论坛期间,学界要帮助企业解决他们面临的现实问题。这是可以理解的,也是必须的。但是学者在这方面的作用是有限的,应当要保持审慎态度。学者的世界是纯质的、分解的、一般性的、单一逻辑的世界,对于企业家面临的本地知识知之甚少。企业家的世界是综合的、技能的、特殊的、具体的世界。学者可以从单学科、多学科角度提供建议,企业家则根据自己的资源、目标和约束,酌情“组合”。

Some scholars believe that during the Zhijiang Taobao Forum, the academic community must help companies solve the real problems they face. This is understandable and necessary. However, the role of scholars in this area is limited, and one should be cautious. The world of scholars is a pure, decomposed, general, single-logic world, and knows little about the local knowledge faced by entrepreneurs. The entrepreneurial world is a comprehensive, skilled, special, and concrete world. Scholars can provide advice from a single-disciplinary, multi-disciplinary perspective, and entrepreneurs can "combine" as appropriate based on their own resources, goals, and constraints.

这次枝江论坛,邀请了来自东、中、西部电商带头人,他们的实践为学者们提供了生动的案例;同时,论坛主办地枝江市作为湖北省电商第一县,农产品电商表现突出,另一方面,我们也邀请了来自很多大学的专家学者。我们会提前把会议材料的电子版发放给参会者,让大家可以提前熟悉材料,准备问题。会议期间,参与者有机会向嘉宾提问。23号晚间专门提供了2个小时供企业家和学者自由交流联谊,企业家之间可以充分交流,交流经验,发展合作。企业家与学者之间,充分互动,识别有价值的现象,提出新的概念,扩展现有的认知。期望参与本次会议的代表乘兴而来,满意而归,“会”有所值,不虚此行。

The Zhijiang Forum has invited e-commerce leaders from the east, middle and west, and their practice has provided vivid cases for scholars. At the same time, Zhijiang City, the host of the forum, is the first county of e-commerce in Hubei Province. Business performance is outstanding, on the other hand, we also invited experts and scholars from many universities. We will distribute the electronic version of the conference materials to the participants in advance so that everyone can familiarize themselves with the materials in advance and prepare questions. During the meeting, participants have the opportunity to ask questions to the guests. On the evening of the 23rd, two hours were provided for entrepreneurs and scholars to exchange freely, and entrepreneurs could fully communicate, exchange experiences, and develop cooperation. Entrepreneurs and scholars fully interact to identify valuable phenomena, propose new concepts, and expand existing cognition. It is expected that the delegates who participated in this meeting came along with satisfaction and returned.

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  • 作者:管理员(联系作者)
  • 发表时间:2019-12-02 20:19
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