巾帼电商与农村妇女赋权：社会工作介入路径研究

Women’s E-Commerce and Rural Women’s Empowerment: A Study of Social Work Intervention Paths

摘要: 在乡村振兴与数字经济背景下，“巾帼电商”正成为推动农村妇女创业就业与社会参与的重要路径。本文采用文献分析法，系统梳理巾帼电商的政策演进与发展现状，并从“结构–个体”交互层面探析从业妇女电商创业难题，发现其面临着数字赋能结构性不平衡、家庭与工作的角色缠绕、情绪劳动与心理韧性透支、社会资本嵌入不足与制度支持断层等四大核心困境。对此，本文以社会工作赋权框架切入，提出微观个体心理赋能、中观集体行动培育与宏观支持性环境营造的三层介入策略，以助力其实现更具可持续性的经济与社会参与。

Abstract: Under the background of rural revitalisation and digital economy, “women’s e-commerce” is becoming an important path to promote rural women’s entrepreneurship and social participation. This paper adopts the literature analysis method to systematically review the policy evolution and development of women’s e-commerce, and analyses the difficulties of women’s e-commerce entrepreneurship from the interactive level of “structure-individual”, and finds that women face four core dilemmas: structural imbalance in digital empowerment, entangled roles of family and work, overdraft of emotional labour and mental toughness, insufficient embedding of social capital and disconnection of institutional support. In this regard, this paper takes the social work empowerment framework as a starting point and proposes a three-tiered intervention strategy of micro-individual psychological empowerment, mid-range collective action cultivation, and macro-supportive environment creation, in order to help them achieve more sustainable economic and social participation.