乡村振兴战略下社会工作助力非遗产品电商化发展的路径研究

Research on the Path of Social Work Assisting the E-Commerce Development of Intangible Cultural Heritage Products under the Rural Revitalization Strategy

摘要: 近年来，随着乡村振兴战略的实施和“数商兴农”政策的推进，非物质文化遗产的保护与传承面临新的发展机遇。非遗 + 电商的协同模式为非遗文化的活态传承开辟了新路径。非遗是乡村文化的精髓，电商是现代化传播的渠道，推动二者的深度融合成为实现乡村文化振兴与产业振兴的重要突破口。然而，当前非遗电商化发展仍面临传承主体数字能力不足与文化价值转化不畅等现实挑战。因此，本文基于社会工作的视角，构建“文化赋能–技术增能”双轨介入模式，旨在探索非遗保护与电商发展的创新路径，为乡村振兴背景下的非遗电商化发展提供新的思路。

Abstract: In recent years, with the implementation of the rural revitalization strategy and the advancement of the “Digital Commerce Revitalizing Agriculture” policy, the protection and inheritance of intangible cultural heritage (ICH) have encountered new development opportunities. The collaborative model of “ICH + e-commerce” has opened up a new path for the dynamic preservation of intangible cultural heritage. ICH represents the essence of rural culture, while e-commerce serves as a modern channel for dissemination. Promoting the deep integration of the two has become a crucial breakthrough in achieving both cultural and industrial revitalization in rural areas. However, the current development of ICH e-commerce still faces practical challenges, such as the insufficient digital capabilities of inheritors and the ineffective transformation of cultural value. Therefore, from the perspective of social work, this paper constructs a dual-track intervention model of “cultural empowerment-technical capacity building” to explore innovative approaches for ICH protection and e-commerce development, providing new insights for the e-commerce-driven growth of ICH in the context of rural revitalization.