农村电商数字化转型中的社会工作适应性服务研究

Research on Adaptive Social Work Services in the Digital Transformation of Rural E-Commerce

摘要: 随着数字经济的深入发展，农村电商数字化转型成为助推乡村振兴的重要力量，但在转型过程中面临人才数字素养不足、数字化基础设施落后、品牌建设薄弱等困境。本文聚焦农村电商数字化转型的趋势与挑战，探讨社会工作的适应性服务路径。研究发现，农村电商正呈现数字化技术深度融合、线上线下加速融合、直播电商等新业态兴起及品牌化发展凸显的趋势。针对转型困境，社会工作可通过人才培养与能力建设、品牌建设与社区营造、资源整合与多元主体协同等服务介入，助力农村电商突破瓶颈。研究旨在为社会工作参与农村电商数字化转型提供实践参考，推动农村电商高质量发展，服务乡村振兴战略。

Abstract: With the in-depth development of the digital economy, the digital transformation of rural e-commerce has become an important driving force for rural revitalization. However, during the transformation process, it faces difficulties such as insufficient digital literacy of talents, backward digital infrastructure, and weak brand building. This paper focuses on the trends and challenges of the digital transformation of rural e-commerce and explores the adaptive service paths of social work. The study finds that rural e-commerce is showing trends such as in-depth integration of digital technologies, accelerated integration of online and offline channels, the rise of new formats such as live-streaming e-commerce, and the prominence of brand development. To address the transformation dilemmas, social work can intervene through services such as talent training and capacity building, brand construction and community development, resource integration, and multi-subject collaboration, helping rural e-commerce break through bottlenecks. The research aims to provide practical references for social work to participate in the digital transformation of rural e-commerce, promote the high-quality development of rural e-commerce, and serve the rural revitalization strategy.