环境社会工作视角下地方特产电商ESG营销的赋能与建构

Empowerment and Construction of ESG Marketing for Local Specialty E-Commerce from the Perspective of Environmental Social Work

摘要: 地方特产电商在ESG营销中面临的传播同质、信任缺失、价值转化困难与主体能力不足等多重困境，本文以茂名荔枝为例提出“赋能–建构”双路径解决方案，重点指出环境社会工作通过第三方中立性、专业方法与生态系统理论优势，助力地方特产电商ESG营销在传播层面推动专业术语向文化叙事转化，在信任层面构建多元验证机制，在价值层面建立共生共享的品牌社群，在能力层面形成协同运营体系。茂名荔枝的“赋能–建构”的实践路径能有效提升ESG营销的真实性与系统性，为地方特产电商的ESG营销与可持续发展提供理论支持与实践范式。

Abstract: Local specialty e-commerce faces multiple challenges in ESG marketing, including homogenized communication, trust deficits, difficulties in value conversion, and insufficient stakeholder capabilities. Using Maoming Lychee as a case study, this paper proposes a dual-path solution of “empowerment-construction”. It highlights how environmental social work, leveraging its third-party neutrality, professional methodologies, and ecosystem theory, facilitates the transformation of professional terminology into cultural narratives in communication, builds multi-layered verification mechanisms for trust, establishes co-created brand communities for shared value, and develops collaborative operational systems for capability enhancement. The approach of “empowerment-construction” demonstrated in the Maoming Lychee case effectively enhances the authenticity and systematic nature of ESG marketing, providing theoretical support and a practical paradigm for ESG marketing and sustainable development in local specialty e-commerce.