乡村振兴背景下农村跨境电商人才培养现状与对策研究

Research on the Current Situation and Countermeasures of Rural Cross-Border E-Commerce Talent Cultivation under the Background of Rural Revitalization

摘要: 在数字经济与乡村振兴战略的双重推动下，农村跨境电商已成为连接农业生产与国际市场的重要纽带。人才开发既是推进农村电商快速发展的战略资源，也是实现“产业兴旺、生活富裕、治理有效”等乡村振兴总要求的关键抓手。本文强调以需求评估、赋权增能、社区参与和社会资本激活为核心方法，系统分析农村跨境电商人才供给与乡村振兴之间的耦合机制。研究发现：当前农村电商人才培养滞后已成为制约乡村产业升级和农民可持续增收的瓶颈；社会工作方法可在识别在地需求、整合多方资源、构建支持网络及促进人才在地留用等方面发挥独特作用。为此，本文从政府、高校、企业、社区等多元主体协同出发，提出“社会工作 + 产教融合”的整合性人才培养路径，以期为乡村振兴提供可复制的实务经验与政策建议。

Abstract: Driven by the dual impetus of the digital economy and the rural revitalization strategy, rural cross-border e-commerce has become an important link connecting agricultural production with the international market. Talent development is not only a strategic resource for promoting the rapid development of rural e-commerce, but also a key starting point for realizing the general requirements of rural revitalization such as “prosperous industries, affluent lives, and effective governance”. This paper emphasizes the core methods of demand assessment, empowerment, community participation, and social capital activation to systematically analyze the coupling mechanism between the supply of rural cross-border e-commerce talents and rural revitalization. The study finds that the current lag in the cultivation of rural e-commerce talents has become a bottleneck restricting the upgrading of rural industries and the sustainable increase of farmers’ income; social work methods can play a unique role in identifying local needs, integrating multiple resources, building support networks, and promoting the retention of talents in the local area. Therefore, starting from the collaboration of multiple subjects such as the government, colleges and universities, enterprises, and communities, this paper proposes an integrated talent cultivation path of “social work + integration of industry and education”, aiming to provide replicable practical experience and policy recommendations for rural revitalization.