社会工作者助力农村电商发展的模式探索——以浙江诸暨的实践为例

Exploration of the Model of Social Workers Facilitating the Development of Rural E-Commerce—A Case Study of Practice in Zhuji, Zhejiang Province

摘要: 在乡村振兴和数字经济深度融合的背景下，农村电商成为推动乡村产业振兴的重要引擎，但面临人才匮乏、资源分散、信任薄弱等发展瓶颈。社会工作者凭借其专业方法和实践优势，能够通过资源链接、能力培育、组织孵化等手段，助力破解农村电商发展的难题。本文以浙江诸暨的实践为案例，结合协同治理理论，探索出社会工作者助力农村电商发展的创新模式。研究发现：该地社工团队以“公益引领 + 数字赋能”双轮驱动模式为核心，形成“政–社–校–企–农”协同共富机制。社会工作者凭借资源整合、志愿动员等能力，激活乡村内生动力，实现社工服务和电商经济的深度融合。本研究为农村电商发展中社会工作的专业化介入提供了实践参考，为社会工作者助力农村电商发展提供了新思路，也为同类地区构建农村电商发展模式提出路径启示。

Abstract: Under the background of the deep integration of rural revitalization and digital economy, rural e-commerce has become an important engine for promoting the revitalization of rural industries. However, it faces development bottlenecks such as a lack of talent, scattered resources, and weak trust. Social workers, with their professional methods and practical advantages, can help solve the problems of rural e-commerce development through means such as resource connection, capacity building, and organization incubation. This paper takes the practice in Zhuji, Zhejiang as a case and combines the theory of collaborative governance to explore an innovative model of social workers assisting rural e-commerce development. The research finds that the local social work team has formed a “government-society-school-enterprise-farmer” collaborative co-prosperity mechanism with the “public welfare leadership + digital empowerment” dual-wheel drive model as the core. Social workers, by virtue of their abilities in resource integration and volunteer mobilization, have activated the internal driving force of the countryside and achieved the deep integration of social work services and e-commerce economy. This study provides practical references for the professional intervention of social work in rural e-commerce development, offers new ideas for social workers to assist rural e-commerce development, and also provides path inspirations for similar regions to build rural e-commerce development models.