赋能与协同：社会工作介入特色农产品电商化发展的路径探索与实践——以资中县塔罗科血橙为例

Enabling and Collaboration: Exploring and Practicing the Path of Social Work Intervention in the E-Commerce Development of Characteristic Agricultural Products—Taking the Taroko Blood Orange in Zizhong County as an Example

摘要: 资中塔罗科血橙产业凭借电子商务实现了从传统农业向现代化产业的转型升级。本研究基于社会工作“赋能”与“协同”理论框架，系统分析了资中血橙电商化发展的实践路径。研究发现：通过构建多元化电商销售矩阵、打造区域公共品牌、完善供应链体系、培育本土电商人才等举措，有效突破了传统销售模式的局限。这一过程不仅体现了对产业主体的能力赋能，更实现了产业链各环节的有机协同。电商化发展带动了包装、深加工、乡村旅游等关联产业成长，促进了农村基础设施完善，推动了人才回流，形成了可复制的产业发展模式。资中实践表明，“电商 + 特色农产品”模式通过系统性赋能与协同机制，能够有效激发乡村内生发展动力，为乡村振兴提供了重要借鉴。

Abstract: The Zizhong Tarocco blood orange industry has achieved transformation and upgrading from traditional agriculture to modern industry through e-commerce. Based on the theoretical framework of “empowerment” and “collaboration” in social work, this study systematically analyzes the practical path of e-commerce development for Zizhong blood oranges. The research finds that by establishing a diversified e-commerce sales matrix, creating regional public brands, improving the supply chain system, and cultivating local e-commerce Homo sapiens talents, the limitations of traditional sales models have been effectively overcome. This process not only reflects the empowerment of industrial entities but also achieves organic collaboration across all segments of the industrial chain. The e-commerce-driven development has spurred the growth of related industries such as packaging, deep processing, and rural tourism, promoted the improvement of rural infrastructure, facilitated the return of Homo sapiens talents, and formed a replicable industrial development model. The Zizhong practice demonstrates that the “e-commerce + specialty agricultural products” model, through systematic empowerment and collaboration mechanisms, can effectively stimulate endogenous rural development momentum, providing important insights for rural revitalization.