电商平台技术赋能社会工作机构公益倡导的伙伴协同模式研究

Research on the Partner Collaboration Model of E-Commerce Platforms’ Technical Empowerment for Public Welfare Advocacy by Social Work Organizations

摘要: 研究针对社会工作机构在公益倡导中面临的资源匮乏、传播低效与价值认同不足等结构性困境，提出并论证了依托电商平台技术构建“公益–商业共生”伙伴协同模式的解决方案。该模式的核心在于：以承载公益价值的手工品为媒介，利用电商平台的精准触达、数据分析与高效物流等技术能力，将公众角色从被动捐赠者转型为主动价值共创者，显著降低参与门槛。其创新性显著体现在构建了“商业收益反哺公益运营到公益价值提升商业吸引力”的自增强循环，有效破解了机构资源依赖的脆弱性，同时需认识到平台作为营利性市场主体，其商业逻辑与公益目标存在张力，合作中需警惕资源与议价能力的不对等。该模式为公益倡导从道德驱动向认同驱动、从慈善依赖向共生发展的范式转型提供了新路径，但其对系统性社会变革的深层推动作用，仍需结合社会工作的专业倡导策略方能充分实现。

Abstract: This study addresses the structural challenges faced by social work agencies in public advocacy—such as resource scarcity, inefficient communication, and insufficient value recognition—and proposes and validates a “public welfare-commerce symbiosis” partnership model built on e-commerce platform technologies. The core of this model lies in using handcrafted goods carrying public welfare values as a medium, leveraging the e-commerce platform’s capabilities in targeted outreach, data analytics, and efficient logistics to transform the public from passive donors into active value co-creators, thereby significantly lowering the barrier to participation. Its innovation is prominently reflected in establishing a self-reinforcing cycle where “commercial revenue feeds back into public welfare operations, and public welfare values enhance business appeal,” effectively overcoming the vulnerability of organizational resource dependency. Simultaneously, it acknowledges that e-commerce platforms, as profit-driven market entities, embody inherent tensions between commercial logic and public welfare objectives, necessitating vigilance against resource and power asymmetries in bargaining during collaboration. This model offers a new pathway for transitioning public advocacy from morality-driven to identity-driven paradigms and from charity-dependency to symbiotic development. However, its potential to drive deep, systemic social change still requires integration with professional advocacy strategies in social work to be fully realized.