乡村振兴视角下社会工作服务赋能乡村直播电商高质量发展路径研究
Study on the Path of Social Work Service Enabling High-Quality Development of Rural Live E-Commerce under the Perspective of Rural Revitalization

乡村振兴战略下，乡村直播电商成为激活乡村经济的新引擎，但面临基础设施薄弱、人才短缺、产业生态松散等困境。本研究基于赋权理论与协同治理理论，提出社会工作服务赋能电商发展的实践路径：通过“助人自助”理念构建政策协同机制，破解资源错配难题；以“利他主义”整合政府、企业及社会组织资源，优化电商生态；依托在地化能力建设培育复合型人才，提升职业素养与留存率；融合乡土文化基因与绿色发展理念，打造可持续品牌IP。研究发现，社会工作服务通过多维路径整合政策支持、资源优化、人才赋能与文化创新，推动乡村直播电商从“流量驱动”向“质量驱动”转型，为全面推进乡村振兴战略注入持续动能，助力农业农村现代化建设实现高质量发展。
Under the strategy of rural revitalization, rural live streaming e-commerce has become a new engine to activate the rural economy, but it faces challenges such as weak infrastructure, talent shortage, and loose industrial ecology. Based on the empowerment theory and collaborative governance theory, this study proposes a practical path for empowering the development of e-commerce through social work services: constructing a policy coordination mechanism through the concept of “helping people and self-help” to solve the problem of resource mismatch; Integrating government, enterprise, and social organization resources with “altruism” to optimize the e-commerce ecosystem; Relying on the construction of localized capabilities to cultivate versatile talents, enhance professional ethics and retention rates; Integrating local cultural genes with green development concepts to create a sustainable brand IP. Research has found that social work services integrate policy support, resource optimization, talent empowerment, and cultural innovation through multidimensional paths, promoting the transformation of rural live streaming e-commerce from “traffic driven” to “quality driven”, injecting sustained momentum into the comprehensive promotion of rural revitalization strategy, and helping the modernization of agriculture and rural areas achieve high-quality development.