从“悲情”到“赋能”：社会工作介入农村电商营销失范的实践探索

From “Pathos” to “Empowerment”: A Practical Exploration of Social Work Intervention in Rural E-Commerce Marketing Anomie

摘要: 近年来，电商已成为主流购物渠道，农村电商逐步发展为农产品销售的重要路径，但营销失范问题随之凸显。“悲情营销”作为典型的失范营销手段，在农产品销售领域屡禁不止，已形成系统性造假的违法违规产业链，对消费者权益、农民利益、地方产业及社会诚信体系造成多重侵害。本文基于社会工作专业视角，引入“污名化”与“道德经济学”理论，剖析“悲情营销”的生成机制与社会危害，明确社会工作的介入边界，提出“个体增能–组织培育–制度倡导”的三维实践路径。研究表明，社会工作应聚焦抗逆力提升、互助组织培育、诚信价值观重塑等核心领域，通过跨专业合作解决供应链等技术问题，构建“预防–干预–治理”的全链条介入模式，推动农村电商从“悲情依赖”向“能力建设”转型，最终实现农村电商生态的健康可持续发展。

Abstract: In recent years, e-commerce has become a mainstream shopping channel, and rural e-commerce has gradually evolved into an important path for agricultural product sales, but problems of marketing anomie have emerged. “Pity marketing”, as a typical anomic marketing method, persists in the field of agricultural product sales and has formed a systematic fraudulent black industry chain, inflicting multiple harms on consumer rights, farmers interests, local industries, and the social credit system. From a professional perspective of social work, this paper introduces the theories of “stigma” and “moral economy”, analyzes the generative mechanism and social harms of “pity marketing”, clarifies the intervention boundary of social work, and proposes a three-dimensional practical path of “individual empowerment-organizational cultivation-institutional advocacy”. The research shows that social work should focus on core areas such as resilience enhancement, mutual aid organization cultivation, and integrity value reshaping, solve technical issues such as supply chains through inter-professional cooperation, and construct a full-chain intervention model of “prevention-intervention-governance”. This approach aims to promote the transformation of rural e-commerce from “dependency on pity” to “capacity building”, ultimately fostering the healthy and sustainable development of the rural e-commerce ecosystem.