城乡融合背景下农村电商赋能农民工就业能力提升的路径研究

Research on Pathways for Rural E-Commerce to Empower Migrant Workers’ Employment Capacity in the Context of Urban-Rural Integration

摘要: 在城乡融合发展战略深入推进与农民工就业结构持续调整的双重背景下，提升农民工就业能力、拓宽就业渠道成为破解城乡发展不平衡与农民工就业难题的关键。本文以农村电商为研究切入点，结合农村电商产业链对就业技能的多元需求，分析其在农民工就业能力提升中的独特价值——既可为农民工提供“家门口”的就业岗位，又能通过电商运营、直播带货、物流配送等技能培训，弥补农民工在数字经济领域的能力短板。研究发现，农村电商通过资源整合，可从基础操作技能、市场思维、创业能力三个维度赋能农民工就业能力提升，同时助力农民工实现从“外出务工”到“返乡就业创业”的转变，为城乡要素双向流动与乡村振兴提供人才支撑。最后，针对农村电商赋能过程中存在的技能培训体系不完善、资源对接不精准等问题，提出优化培训内容、搭建政企协作平台等对策建议，以期为城乡融合下农民工就业质量提升提供实践参考。

Abstract: Against the dual backdrop of deepening integrated urban-rural development strategies and the ongoing restructuring of migrant workers’ employment patterns, enhancing their employability and broadening their employment channels have become pivotal to addressing urban-rural development imbalances and migrant workers’ employment challenges. This paper takes rural e-commerce as its research entry point. By examining the diverse employment skill demands within the rural e-commerce industry chain, it analyzes its unique value in enhancing migrant workers’ employment capabilities—not only providing “home-based” job opportunities but also addressing their skill gaps in the digital economy through training in e-commerce operations, live-streaming sales, and logistics distribution. Research findings indicate that through resource integration, rural e-commerce empowers migrant workers’ employment capabilities across three dimensions: foundational operational skills, market-oriented thinking, and entrepreneurial capacity. Simultaneously, it facilitates their transition from “migrant work” to “returning home for employment and entrepreneurship”, thereby providing talent support for the two-way flow of urban-rural factors and rural revitalization. Finally, addressing challenges such as inadequate training systems and imprecise resource matching in rural e-commerce empowerment, this study proposes solutions including optimizing training content and establishing government-enterprise collaboration platforms. These recommendations aim to provide practical guidance for enhancing the quality of migrant worker employment within the context of urban-rural integration.