社会工作视角下乡村文旅融合的电商营销策略研究——以苏州周庄古镇为例

Research on E-Commerce Marketing Strategies for Rural Culture and Tourism Integration from the Perspective of Social Work—Taking Suzhou Zhouzhuang Ancient Town as an Example

摘要: 在乡村振兴战略与文旅融合发展的宏观政策背景下，乡村文旅产业成为推动乡村经济发展、传承传统文化的重要力量，电商营销则为其注入新活力。然而，苏州周庄古镇在发展乡村文旅电商过程中，面临社工专业力量不足、村民营销能力欠缺、利益协调机制缺失以及文旅同质化竞争和品牌传播效能低等问题。本研究以周庄古镇为样本，运用案例分析方法，从社会工作视角深入探讨乡村文旅融合的电商营销策略。研究提出“社工赋能 + 电商增效”双螺旋模式，通过培育在地化社工组织与专业人才队伍、构建多元主体协同的营销网络、打造品牌IP并进行差异化定位、完善文化保护机制等策略，为解决现存问题提供路径。本研究成果有助于丰富乡村文旅电商营销理论，为其他地区提供实践参考，推动乡村文旅产业可持续发展。

Abstract: Under the macro policy background of rural revitalisation strategy and integrated development of culture and tourism, rural culture and tourism industry has become an important force to promote rural economic development and inherit traditional culture, and e-commerce marketing injects new vitality into it. However, Zhouzhuang Ancient Town in Suzhou faces the problems of insufficient professional strength of social workers, lack of marketing ability of villagers, lack of coordination mechanism of interests, and homogeneous competition and low effectiveness of brand dissemination of cultural tourism in the process of developing rural cultural tourism e-commerce. Taking Zhouzhuang Ancient Town as a sample, this study applies the case study method to deeply explore the e-commerce marketing strategy of rural cultural tourism integration from the social work perspective. The study proposes a double helix model of “social worker empowerment + e-commerce efficiency”, which provides a path to solve the existing problems by cultivating localised social work organisations and professional talents, building a marketing network with the synergy of multiple actors, creating brand IP and differentiated positioning, and improving the cultural protection mechanism. The results of this research can help enrich the theory of rural cultural tourism e-commerce marketing, provide practical reference for other regions, and promote the sustainable development of rural cultural tourism industry.