电商背景下社会工作助力水族马尾绣销售的策略研究
Research on the Strategy of Social Work to Help Aquatic Horsetail Embroidery Sales under the Background of E-Commerce

在电商蓬勃发展的时代，传统手工艺马尾绣面临着新机遇与新挑战，本研究聚焦于社会工作在电商背景下助力马尾绣产品销售的路径与策略。目前三都县马尾绣产品的销售面临着销售渠道单一，线下为主、经营者文化较低，对网上销售流程和技术不熟悉以及缺乏有效宣传等问题，通过社会工作者的助力，将传统手工艺马尾绣与电商相结合，共同帮助马尾绣从业者解决运用电商过程中的困难，寻找助力马尾绣产品销售的策略与方法。社会工作的介入不仅可以提高马尾绣的市场知名度和销量，还为传统手工艺的创新性发展与传承提供了有力支撑，促进当地传统手工业与经济的发展。
In the era of vigorous development of e-commerce, the traditional handicraft horsetail embroidery is facing new opportunities and new challenges. This research focuses on the path and strategy of social work to help the sales of horsetail embroidery products under the background of e-commerce. Now Sandu county horsetail embroidery products sales are faced with such problems as single sales channel, offline main, low operator culture, unfamiliar with the online sales process and technology, and lack of effective publicity. Through the help of social workers, combining traditional handicraft horsetail embroidery and e-commerce, help horsetail embroidery practitioners to solve the difficulties in the process of using e-commerce, looking for strategies and methods to help the sales of horsetail embroidery products. The intervention of social work can not only improve the market visibility and sales volume of horsetail embroidery, but also provide strong support for the innovative development and inheritance of traditional handicrafts, and promote the development of local traditional handicraft industry and economy.