社区数字赋能背景下盒马面向老年群体的适老服务模式研究

Research on Hema’s Age-Friendly Service Model for the Elderly under the Background of Community Digital Empowerment

摘要: 在人口老龄化与数字经济深度融合的背景下，盒马鲜生作为新零售企业，其社区化战略布局与日益扩大的老年消费群体之间存在一定的结构性错位。本研究从社区数字赋能的视角出发，以盒马鲜生为案例，系统分析其在服务老年用户过程中面临的现实困境。研究发现，当前盒马在产品与服务设计中适老属性不足、老年人数字素养参差不齐、社区资源整合不充分，以及企业–社区–社会工作之间协同机制薄弱等问题突出。为此，本文构建了“社区赋能 + 企业服务 + 社工支持”三位一体的协同机制：以社区为基础，依托社区居家养老服务经验，搭建老年数字能力提升支持网络；以企业为核心，推动适老化服务设计与数字工具的优化；以社工为纽带，培育社区数字助老员队伍，建立消费支持与权益保障通道，形成家庭–社区–企业三级联动支持体系。研究认为，当社区政策资源、企业技术能力与社会工作专业方法实现有效融合，便可推动基层治理从“企业主导”向“多元共治”转型。该机制能够为支持老年人融入数字时代、推动企业服务适老化转型提供可行路径。

Abstract: Amid the deep integration of population aging and the digital economy, Hema Fresh, as a representative enterprise in the new retail sector, exhibits a structural misalignment between its community-oriented strategy and the growing elderly consumer base. From the perspective of community digital empowerment, this study takes Hema Fresh as a case to systematically analyze the practical challenges in serving older adults. The research identifies key issues, including insufficient age-friendly attributes in product and service design, varying levels of digital literacy among the elderly, inadequate integration of community resources, and weak collaborative mechanisms among enterprises, communities, and social work. To address these challenges, this paper proposes a tripartite collaborative mechanism of “community empowerment + enterprise service + social work support.” Rooted in communities, it draws on the experience of community-based home care to build support networks for enhancing the digital capabilities of the elderly. With the enterprise at the core, it promotes the optimization of age-friendly service design and digital tools. Through social work as a link, it cultivates community-based digital assistant teams for the elderly, establishes channels for consumer support and rights protection, and develops a three-tiered family-community-enterprise support system. The study suggests that the effective integration of community policy resources, corporate technological capabilities, and professional social work methods can facilitate the transition of grassroots governance from “enterprise-led” to “multi-stakeholder co-governance.” This integrated approach provides a practical pathway for enhancing the digital consumption participation of older adults and advancing the fulfillment of social responsibility by new retail enterprises.