乡村振兴背景下社会工作助力乡村电商发展路径探究

Exploring Pathways for Social Work to Advance Rural E-Commerce Development in the Context of Rural Revitalization

摘要: 乡村振兴战略是新时代“三农”工作的总抓手，需要多元主体协同参与。乡村电商作为连接城乡、促进农民增收的重要桥梁，在推动乡村振兴中发挥着关键作用。然而，乡村电商发展面临经营模式单一、人才短缺、物流瓶颈、品牌竞争力不足等多层次困境，亟需专业力量介入。社会工作作为一门注重赋权、社区参与和可持续发展的专业学科，与乡村振兴战略高度契合，其助力乡村电商发展的意义在于：一是通过培养乡村电商人才，实现精准扶贫的目的；二是借助专业干预，增强社区凝聚力，实现共同富裕；三是提升电商个体经营者的责任意识，实现电商的绿色可持续发展；最后，通过建立乡村电商发展和监督机制，实现乡村电商高质量发展。本文基于先前学者们的相关研究和实证分析，探讨社会工作助力乡村电商的路径，通过阐述社会工作专业助力电商发展的实践价值，梳理乡村电商发展的成就、面临的困难及原因，提出在乡村振兴的背景下，提出社会工作在优化经营模式、行业人才培养、物流资源整合及品牌质量提升等方面助力乡村电商高质量发展的可行性建议。

Abstract: The rural revitalization strategy serves as the overarching guiding policy for work related to agriculture, rural areas, and farmers in the new era, requiring coordinated participation from multiple stakeholders. Rural e-commerce, acting as a vital bridge connecting urban and rural areas and boosting farmers’ incomes, plays a key role in advancing rural revitalization. However, its development faces multi-level challenges such as homogeneous business models, talent shortages, logistical bottlenecks, and insufficient brand competitiveness, calling for professional intervention. Social work, as a discipline emphasizing empowerment, community participation, and sustainable development, aligns closely with the goals of rural revitalization. Its significance in supporting rural e-commerce lies in the following aspects: first, by cultivating talent in rural e-commerce, it contributes to targeted poverty alleviation; second, through professional intervention, it enhances community cohesion, and promotes common prosperity; third, it raises awareness of responsibility among individual e-commerce operators, fostering green and sustainable development of e-commerce; finally, by establishing mechanisms for the development and supervision of rural e-commerce, it facilitates high-quality growth in this sector. Based on previous scholarly research and empirical analysis, this paper explores pathways for social work to support rural e-commerce. By elaborating on the practical value of social work in promoting e-commerce development, it reviews the achievements, challenges, and underlying causes of rural e-commerce. Within the context of rural revitalization, the paper proposes feasible recommendations for social work to contribute to high-quality rural e-commerce development in areas such as optimizing business models, cultivating industry talent, integrating logistics resources, and enhancing brand quality.