乡村振兴背景下乡镇新媒体电商“双创”人才培养探析——以广东韶关市电商带头人培训项目为例

Research on “Entrepreneurship and Innovation” Talent Cultivation of New Media E-commerce under the Background of Rural Revitalization——Taking the E-commerce Leader Traing Project in Guangdong Shaoguan as an Example

随着新媒体如抖音、快手、小红书等平台的不断涌现,新媒体营销推广与电商销售结合形成了新媒体电商模式,为乡村振兴带来新动力。农村新媒体电商人才需求增加,而我国对该类人才的培养仍在摸索的阶段。以广东韶关市“南方+‘一村一品’”电商带头人培训项目为典型案例,通过实地考察与调研,深度剖析该人才培养体系设计与培训实施过程,分析培训成效,并提出存在问题,将对健全农村电商人才培养机制、人才培养模式相关政策的制定具有重要的参考价值。

With the continuous emergence of new media platforms such as Tiktok, Kuaishou, and Xiaohongshu,the combination of new media promotion and e-commerce has formed a new business model called "new media + e-commerce". This new business model brings new impetus to rural revitalization. The demand for new media e-commerce talents in rural areas is increasing, and the cultivation of such talents in my country is still in the exploratory stage. This research takes the e-commerce leader training project in Shaoguan as a typical case, through observation and interview with trainees, to analyze the design of the training project, the training effectiveness and existing problems, and to propose countermeasures. This research will have important reference value for the formulation of policies related to the establishment of rural e-commerce talent training mechanism and talent training model.