基于扎根理论的农村绿色创业研究 ——逻辑框架与实践路径

Research on Rural Green Entrepreneurship Based on Grounded Theory： Logical Framework and Practice Paths

摘要:

为探索农村绿色创业实践背后的理论规律，选取中央电视台《致富经》栏目报道的42个创业故事，应用扎根理论的编码程序，归纳和提炼出农村绿色创业的逻辑框架和实践路径。研究表明：①农村绿色创业的逻辑框架沿循“驱动因素-行动策略-结果表现”这一主线展开，其中，驱动因素包括市场、制度、自然和个体等四类，这些因素引发了农村创业者对绿色创业机会的识别；行动策略包括三种创新策略（开发产品功能、创新生产流程、优化基础设施）和两种常规策略（沿循传统流程、基础资源保护），农村创业者通过不同的行动策略来利用绿色创业机会；结果表现包括经济效益和生态效益，农村创业者通过绿色创业实现了企业和环境的可持续发展。②基于创业过程中价值创造逻辑的差异，农村绿色创业呈现保守型、直接型和渐进型三种实践路径。研究结论有助于丰富和拓展农村绿色创业研究，并启发农村绿色创业实践。

Abstract:

In order to explore the theoretical knowledge behind the practice of rural green entrepreneurship，a grounded theory study is conducted to identify the logical framework and practice paths of rural green entrepreneurship, based on a sample of 42 publicly published entrepreneurial stories by China Central Television. The findings show as follows. First, the logical framework of rural green entrepreneurship follows the main line of “driving factor - action strategy - performance”. In detail, driven by the factors from market, institution, nature, and individual, the green entrepreneurial opportunities are recognized by rural entrepreneurs. And then three innovative strategies(i.e. developing product functions, innovating production processes, optimizing infrastructure) and two conventional strategies(i.e. following traditional processes, protecting basic resources) are adopted by rural entrepreneurs to exploit the above opportunities. As a result, the rural entrepreneurs benefit from the economic and ecological aspects and achieve the sustainable development of enterprise and the environment. Second, rural green entrepreneurship is embodied in three practice paths of conservative, direct, and incremental, due to the difference of value creation logic in the entrepreneurial process. The research on rural green entrepreneurship can be extended, and the practice of rural green entrepreneurship will be inspired.