社会工作助力农产品电商产业发展的策略研究

A Strategic Study of Social Work to Assist the Development of Agricultural E-Commerce Industry

如何盘活农村经济,发展农村电商以有效配置农业资源,是助力我国乡村振兴战略实现的重要议题。而乡村振兴,人才是关键。实现乡村产业振兴,需要一大批优秀人才,社会工作人才的参与同样不可或缺。随着信息时代的高速发展,产业信息化网络化不断充盈着国内外市场发展的进程,农村电商作为新时代新型营销手段在打响农产品知名度、拓宽农产品市场销售渠道、扩大农产品市场占有率、构建农村农民产业化体系等方面都具有重要意义。文章从社会工作专业学科视角出发,通过现状数据分析与典型案例介绍阐明,作为具有得天独厚的优质农产品条件的新农村当前如何将自身优势力量最大程度上得以有效发挥,并探讨社会工作在助力农村因地制宜发展农产品电商产业的效能所在。由此总结出社会工作可以在乡村设立乡村社会工作站,由政府招募专业社会工作机构中的高素质的社会工作人才联动多元主体助力农产品电商产业,发挥“五社联动”机制的协同优势作用助力农村电商产业振兴。具体而言则从“深化政府统筹引领,完善现有设施体制”、“加强专业社工队伍建设,壮大农村电商志愿者力量”、“链接社会资本力量,建立电商资源有效联动机制”、“注重农产品专属IP打造,增强品牌联名营销效应”等方面进行介入,以实现农产品电商产业因地制宜的良好发展。How to revitalize the rural economy, the development of rural e-commerce in order to effectively allocate agricultural resources, is an important issue to help China’s rural revitalization strategy to achieve. In rural revitalization, talent is the key. The realization of rural industrial revitalization requires a large number of excellent talents, and the participation of social work talents is equally indispensable. With the rapid development of the information age, industrial informatization and networking constantly filling the process of domestic and international market development, rural e-commerce as a new era of new marketing means in the popularity of agricultural products, broaden the market sales channels of agricultural products, expanding the market share of agricultural products, and build the industrialization system of rural farmers and so on are of great significance. Starting from the perspective of social work professional discipline, the article clarifies through the analysis of the current situation data and the introduction of typical cases, as the new rural areas with unique conditions of high-quality agricultural products, how to maximize their own strengths can be effectively played, and discusses the efficacy of social work in assisting rural areas to develop agricultural products e-commerce industry in accordance with the local conditions. It is concluded that social work can set up rural social work stations in the countryside, and the government recruits high-quality social work talents from professional social work organizations to link up with multiple subjects to help the agricultural e-commerce industry, and give full play to the synergistic advantages of the “five societies linkage” mechanism to help revitalize the rural e-commerce industry. Specifically, we will intervene in such aspects as “deepening the government’s coordination and leadership, and improving the existing facilities and institutions”, “strengthening the construction of professional social work teams, and expanding the strength of rural e-commerce volunteers”, “linking the strength of social capital, and establishing an effective linkage mechanism”, “focusing on the creation of exclusive IP of agricultural products, and enhancing the brand co-marketing effect” and other aspects of intervention, in order to realize the good development of the agricultural e-commerce industry in accordance with local conditions.