“社工 + 电商”：探索滞销农产品销售的创新模式

“Social Work + E-Commerce”: Exploring Innovative Models for the Sale of Unsalable Agricultural Products

摘要: 在市场经济环境下，农产品滞销成为农业发展与农民增收的关键难题。传统销售模式因信息不畅、环节繁琐、成本高等问题难以有效解决滞销困境。社会工作作为专业力量，其优势在农产品滞销领域尚未充分挖掘。本研究聚焦农产品滞销现状，剖析传统销售模式弊端，指出农民迫切需要社会工作介入。通过案例分析，揭示“社工 + 电商”模式在促进滞销农产品销售、提升农民收入、推动农村经济发展等方面的显著成效，探讨其为农民赋能、整合资源等优势，同时剖析面临的人才短缺、社会认知不足、资金压力大、运营风险高等挑战。进而提出涵盖人才培养、合作机制强化、服务质量提升、政策法规完善、基础设施建设等方面的发展策略，以全方位引导与支持该模式持续发展。最后，总结研究成果，明确该模式的创新价值与实践意义，指出研究局限性并展望未来研究方向，旨在优化“社工 + 电商”模式，助力农产品销售与乡村振兴。

Abstract: In the market economy environment, unsalable agricultural products have become a key problem in agricultural development and farmers’ income. The traditional sales model is difficult to effectively solve the unsalable dilemma due to problems such as poor information, cumbersome links, and high costs. As a professional force, the advantages of social work have not been fully explored in the field of unsalable agricultural products. This study focuses on the current situation of unsalable agricultural products, analyzes the disadvantages of traditional sales models, and points out that farmers urgently need social work intervention. Through case analysis, this paper reveals the remarkable results of the “social work + e-commerce” model in promoting the sales of unsalable agricultural products, increasing farmers’ income, and promoting rural economic development, discusses its advantages in empowering farmers and integrating resources, and analyzes the challenges faced by talent shortage, insufficient social awareness, high financial pressure, and high operational risks. Furthermore, the development strategy covering talent training, strengthening the cooperation mechanism, improving service quality, improving policies and regulations, and infrastructure construction is proposed to guide and support the sustainable development of the model in an all-round way. Finally, this paper summarizes the research results, clarifies the innovative value and practical significance of the model, points out the limitations of the research and looks forward to the future research direction, aiming to optimize the “social work + e-commerce” model and help the sales of agricultural products and rural revitalization.