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平台的地方性转译——基于四川盐源县美团平台发展的案例研究
Localized Adaptation of Platforms: A Case Study of Meituan’s Development in Yanyuan County, Sichuan
本文旨在通过地方性的视角,探究国内大型平台下沉到地方之后引起的复杂变化以及在主体性日常实践中蕴含的本土现代化发展方向。在凉山盐源县,平台下沉是国家力量、平台商业扩张与地方社会文化要素之间彼此协调的客观后果。一方面,下沉平台给县城返乡青年提供了就业机会,而且县城骑手们通过与亲友之间的关联,形成了与系统共生的策略性行为。在此基础上,青年们形成了城乡两栖式地方生活节奏,在其中平衡工作、休闲与家庭,获取物质支持的同时也得到情感关怀。另一方面,平台的实际运转方式与县域时空格局相融合带来了交通管理、市场规则制定与执行等一系列的问题。而具有多身份背景的地方精英,可以利用自身地方社会资本协调政府、平台以及平台从业者之间的观念差异与利益需要。在平台与地方的互动过程中,这种在地方性的基础上协调多方权力关系的能动性策略实践帮助县城青年缓解工作与生活的异化状态,重构着县域的城市空间形态。这不仅帮助了平台与地方的适应,也帮助过去发展中处于劣势的地方性要素转化出新的发展方向。这种根植于地方性的主体力量中潜藏着中国式现代化发展的未来方向。
This paper aims to explore, through a local perspective, the complex changes triggered by the downward expansion of large domestic platforms into local areas, as well as the indigenous modernization development directions embedded in the subjective daily practices. In Liangshan's Yanyuan County, platform sinking is an objective consequence of coordination among state power, platform commercial expansion, and local socio-cultural elements. On one hand, platforms provide employment opportunities for returning youth in the county town, and county-based riders have formed symbiotic strategic behaviors with the system through their connections with relatives and friends. On this basis, the youth have developed an amphibious local lifestyle rhythm between urban and rural areas, balancing work, leisure, and family, gaining both material support and emotional care. On the other hand, the actual operation methods of platforms integrated with the county's spatiotemporal structure have brought about a series of issues such as traffic management, market rule formulation, and enforcement. Local elites with multi-identity backgrounds can leverage their local social capital to coordinate differences in perspectives and interests among the government, platforms, and platform practitioners. During the interaction between platforms and localities, this kind of agentic strategic practice—which coordinates multi-party power relations based on locality—helps county youth obtain less alienated work and life, while reconfiguring the county's urban spatial form. This not only aids the adaptation between platforms and localities but also helps transform previously disadvantaged local elements into new development directions. The author argues that this subjective force rooted in locality harbors the future direction of China-style modernization development.
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1. 当地交通不便。目前从盐源外出只能乘汽车——307省道经过县治盐井镇,并通往泸沽湖镇和泸沽湖与云南省泸沽湖沿岸的环湖公路连接。
2. 近年来,除了原有的省道升级维护之外,途经盐源的“西昌—香格里拉”和“攀枝花—盐源”两条高速公路也正在修建。
3. 至于为什么要起这个名字,张华平解释是想“借一下阿里巴巴的知名度”。
4. 比如,平台公司会通过系统与算法,根据以往的历史数据,不断地精准预测并提升划定代理商的营业指标。所以对于代理商来说,商家增长速度越快,业绩增长的越快,系统预测指标就会越高,面临的压力也就会越来越大。张华平深谙其中的平衡“套路”,所以他并不急于快速拉新商家入驻平台,而是将每月入驻平台商家数量维持在最低系统需求标准的情况之下,保证基本业务收入,也不影响平台的正常运营。
5. 参见2015年修订后颁发的《食品经营许可管理办法》的相关规定,具体包括经营的空间、设备、人员、工艺等。
6. 但实际上,即便在完全符合平台规定的情况下,同一商家也可以做到只有一家实际店面,但是在平台上显示有2家~3家,经营不同类型的商品。这在一定程度上加大了政府的监管难度。
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