电商经济中小微商户数字营销能力困境与社会工作介入路径研究

Research on the Digital Marketing Capability Predicament of Small and Micro Merchants in the E-Commerce Economy and Social Work Intervention Pathways

摘要: 本文深入探讨了电商经济背景下小微商户在数字营销能力方面所面临的困境。随着数字经济蓬勃发展，电商已成为重要引擎，小微商户虽扮演关键角色，但其数字营销能力不足已构成生存挑战。这些困境主要包括资源资金短缺、技术知识匮乏、市场竞争压力大，以及客户获取与品牌塑造困难。本文引入社会工作视角，构建了一套系统化、多层次的介入路径。这些路径融合了社会工作的赋能增能、优势视角、系统理论和社群支持等核心理念，以期通过提供定制化培训、链接外部资源、促进社群互助、开展政策倡导以及引导精细化运营等方式，全面提升小微商户的数字营销能力。文章旨在为弥合“数字鸿沟”、促进数字经济包容性增长提供理论依据和实践指导，助力小微商户实现可持续发展。

Abstract: This article delves deeply into the predicaments faced by small and micro merchants in terms of digital marketing capabilities under the backdrop of the e-commerce economy. With the vigorous development of the digital economy, e-commerce has become a crucial driving force. Although small and micro merchants play a key role, their insufficient digital marketing capabilities have posed a survival challenge. These predicaments mainly include shortages of resources and funds, lack of technical knowledge, intense market competition pressure, and difficulties in customer acquisition and brand building. This article introduces a social work perspective and constructs a systematic and multi-level intervention path. These paths integrate the core concepts of social work, such as empowerment, strength-based perspective, systems theory, and community support, aiming to comprehensively enhance the digital marketing capabilities of small and micro merchants through customized training, linking external resources, promoting community mutual assistance, conducting policy advocacy, and guiding refined operations. This research aims to provide a theoretical basis and practical guidance for bridging the “digital divide” and promoting inclusive growth in the digital economy, assisting small and micro merchants in achieving sustainable development.