数字赋能与收入提升：新就业形态农民工数字素养培育的电子商务路径研究

Digital Empowerment and Income Improvement: A Study on E-Commerce Paths for Digital Literacy Cultivation of Migrant Workers in New Employment Forms

摘要: 新就业形态农民工已成为推动农产品电商发展的核心力量与宝贵人力资源，其数字素养水平直接决定了其在数字经济浪潮中的就业质量与收入天花板。本文基于对全国多省份农产品电商从业农民工的实地调研，系统剖析了该群体数字素养培育的现状特征与核心短板。研究揭示，当前存在“基础技能尚可、高阶能力匮乏”、“培训体系零散、场景适配不足”、“基础设施滞后、保障机制缺位”三大核心矛盾。针对这些问题，本文紧扣农产品电商“生鲜易损、标准不一、链条绵长”的运营场景特点，创新性地构建了以“基础设施为基、技能培训为核、场景应用为本、保障机制为纲”的四位一体数字素养培育体系化路径。该路径旨在实现从“有网络”到“会用网”、从“能操作”到“善运营”的跨越，为落实数字助农、全面推进乡村振兴战略提供了兼具理论深度与实践价值的参考方案。

Abstract: Migrant workers in new employment forms have become the core force and valuable human resources driving the development of agricultural product e-commerce, and their digital literacy level directly determines their employment quality and income ceiling in the wave of the digital economy. Based on field investigations of migrant workers engaged in agricultural product e-commerce in multiple provinces across the country, this paper systematically analyzes the current characteristics and core shortcomings of digital literacy cultivation for this group. The research reveals three core contradictions: “basic skills being adequate but advanced capabilities lacking”, “fragmented training systems and insufficient scenario adaptation”, and “lagging infrastructure and absence of guarantee mechanisms”. To address these issues, closely focusing on the operational scenario characteristics of agricultural product e-commerce, such as “perishability of fresh products, inconsistent standards, and long industrial chains”, this paper innovatively constructs a four-in-one systematic path for digital literacy cultivation with “infrastructure as the foundation, skill training as the core, scenario application as the essence, and guarantee mechanism as the guide”. This path aims to achieve the leap from “having access to the internet” to “being able to use the internet proficiently” and from “capable of operation” to “good at management”, providing a reference plan with both theoretical depth and practical value for implementing digital agriculture support and comprehensively advancing the rural revitalization strategy.