Research on the Path of Social Work in Resolving the Development Dilemmas of Rural E-Commerce under the Construction of Digital Countryside—A Case Study of the “E-Commerce Assisting Rural Areas” Project in County Z

在数字乡村建设背景下，农村电商发展面临基础设施滞后、数字技能匮乏、市场对接低效等结构性困境。本研究以Z县“电商助农”项目为案例，采用参与式观察与混合研究方法，揭示社会工作介入农村电商发展的创新路径与实践效能。研究发现：社会工作通过“三维联动”模式(社区关系重构、技术赋能、资源整合)系统性破解发展瓶颈。研究进一步提出“数字包容性保障机制”“AI + 社工双轨服务”等前瞻性策略，强调社会工作在调和技术效率与社会公平中的核心价值。本研究的理论贡献在于构建“数字–社会–经济”多维分析框架，实践意义在于为乡村振兴中的技术赋能与社会治理创新提供可复制方案。Against the backdrop of digital rural construction, the development of rural e-commerce faces structural dilemmas such as lagging infrastructure, a lack of digital skills, and inefficient market integration. Taking the “E-commerce Assisting Rural Areas” project in County Z as a case study, this research employs participatory observation and mixed research methods to reveal the innovative paths and practical effectiveness of social work’s involvement in the development of rural e-commerce. The study finds that social work systematically breaks through the development bottlenecks through a “three-dimensional linkage” model (reconstruction of community relations, technological empowerment, and resource integration). The research further proposes forward-looking strategies such as the “Digital Inclusivity Guarantee Mechanism” and the “AI + Social Worker Dual-track Service,” emphasizing the core value of social work in reconciling technological efficiency and social equity. The theoretical contribution of this study lies in constructing a multi-dimensional analytical framework of “Digital-Social-Economic,” and its practical significance lies in providing a replicable solution for technological empowerment and social governance innovation in rural revitalization.