乡村振兴背景下农村社会工作与电商直播带货的融合发展路径研究

Research on the Integrated Development Path of Rural Social Work and E-Commerce Live Streaming in the Context of Rural Revitalization

摘要: 随着数字技术向乡村深度延伸，电商直播带货已成为推动乡村振兴的新引擎，而农村社会工作作为专业助人服务体系，在乡村发展中扮演着日益重要的角色。然而，当前二者多处于各自为战的状态，缺乏系统性的融合机制。本文基于社会工作专业视角，结合现有研究成果，系统探讨农村社会工作与电商直播带货融合发展的内在逻辑与现实基础。研究发现，二者在目标指向上的契合性、功能上的互补性以及场域上的重叠性，为融合发展提供了理论可能。当前融合实践主要体现为组织引领下的机制融合、人才赋能型的能力融合、公益目标导向的价值融合以及基层治理导向的功能融合等四种模式。针对融合过程中存在的专业壁垒与认知差异、利益分配的公平性问题、专业伦理与市场逻辑的冲突、可持续性困境等现实挑战，本文提出构建协同推进机制、完善利益联结机制、建立专业伦理规范、健全长效支持体系等优化路径，以期为乡村振兴战略实施提供理论与实践参考。

Abstract: As digital technology continues to penetrate deeper into rural areas, e-commerce live streaming has emerged as a new engine for promoting rural revitalization. Meanwhile, rural social work, as a professional helping service system, plays an increasingly important role in rural development. However, at present, these two forces often operate independently, lacking a systematic mechanism for integration. From the perspective of social work and based on existing research findings, this paper systematically explores the internal logic and practical foundation for the integrated development of rural social work and e-commerce live streaming. The study finds that their alignment in goals, complementarity in functions, and overlap in fields provide theoretical possibilities for integrated development. Current integration practices are mainly reflected in four models: mechanism integration under organizational leadership, capacity integration through talent empowerment, value integration oriented toward public welfare, and functional integration aimed at grassroots governance. In response to the practical challenges in the integration process—such as professional barriers and cognitive differences, fairness in benefit distribution, conflicts between professional ethics and market logic, and sustainability dilemmas—this paper proposes optimization pathways, including the establishment of collaborative promotion mechanisms, improvement of benefit linkage mechanisms, formulation of professional ethical norms, and enhancement of long-term support systems. These recommendations aim to provide theoretical and practical references for the implementation of the rural revitalization strategy.