嵌入与共生：乡村振兴背景下社会工作助推农村电商合作社发展的机制研究——以扬州市沿湖村为例

Embeddedness and Symbiosis: A Study on the Mechanism of Social Work Promoting the Development of Rural E‑Commerce Cooperatives in the Context of Rural Revitalization—A Case Study of Yanhu Village, Yangzhou City

摘要: 在乡村振兴与“数商兴农”背景下，农村电商合作社已成为新型经营主体。本文以扬州市沿湖村为典型案例进行深入访谈，运用扎根理论与三级编码技术，深度剖析社会工作专业力量助推农村电商合作社发展的作用机制。研究发现，社会工作通过“技术转译–制度协同–社区增能”三维路径实现对电商发展的深度嵌入：技术转译层面将抽象数字工具转化为契合渔民经验的在地化应用；制度协同层面协调政府、平台与农户的利益诉求，推动合作社治理从“熟人协商”转向“规则驱动”；社区增能层面重构社会信任网络，激活农民参与的内生动力。社会工作介入不仅能有效化解技术脱嵌风险，更能在商业效率与社会公平间达成动态平衡。本文进一步细化各维度的实践内涵，为农村电商实现由外部驱动向内生发展的范式转型提供了社会嵌入型的实践范本与理论支撑。

Abstract: Against the backdrop of rural revitalization and the “Digital Commerce Boosts Agriculture” initiative, rural e‑commerce cooperatives have emerged as new types of agricultural business entities. Taking Yanhu Village in Yangzhou City as a typical case, this study conducts in‑depth interviews and employs grounded theory with three‑level coding to systematically analyze the mechanism through which professional social work promotes the development of rural e‑commerce cooperatives. The findings reveal that social work achieves deep embeddedness in e‑commerce development through a three‑dimensional pathway of “technological translation - institutional synergy - community empowerment”. At the technological translation level, abstract digital tools are transformed into localized applications that align with fishermen’s lived experience. At the institutional synergy level, the interests and demands of the government, platforms, and farmers are coordinated, shifting cooperative governance from “acquaintance negotiation” to “rule‑driven” operation. At the community empowerment level, social trust networks are reconstructed, activating farmers’ endogenous motivation to participate. Social work intervention not only mitigates the risk of technological disembeddedness but also achieves a dynamic balance between commercial efficiency and social equity. This paper further elaborates the practical connotations of each dimension, providing a socially embedded practical model and theoretical support for the paradigm shift of rural e‑commerce from externally driven to endogenously developed development.