Integration of Social Work Elements and Social Value Creation in E-Commerce Live Broadcast

随着数字经济的蓬勃发展，电商直播已成为重要的商业模式。本文聚焦于探讨将社会工作专业元素有序嵌入电商直播生态的可行路径及其创造的社会价值。通过分析电商直播发展现状及存在的产品质量、无序竞争、弱势群体边缘化等真实痛点，本文论证了社会工作秉持的“以人为本”“助人自助”理念及其专业方法如资源链接、能力建设、倡导赋能等在介入该领域时的独特适配性。研究具体分析了社会工作通过教育培训、专业咨询、促进行业规范及公益直播等方式介入电商直播的实践模式，并深入阐释了这种融合对推动经济包容性增长、缩小城乡数字鸿沟、保障从业者权益、提升消费福祉及促进文化传承等多元社会价值的贡献。With the vigorous development of digital economy, e-commerce live broadcast has become an important business model. This paper focuses on discussing the feasible path of embedding social work professional elements into e-commerce live broadcast ecology in an orderly manner and its social value. By analyzing the development status of e-commerce live broadcast and the real pain points such as product quality, disorderly competition and marginalization of vulnerable groups, this paper demonstrates the unique adaptability of social work’s concepts of “people-oriented” and “helping others to help themselves” and its professional methods such as resource linking, capacity building and advocating empowerment when intervening in this field. The study specifically analyzes the practical mode of social work intervening in e-commerce live broadcast through education and training, professional consultation, promotion of industry norms and public welfare live broadcast, and deeply explains the contribution of this integration to promoting inclusive economic growth, narrowing the digital gap between urban and rural areas, protecting the rights and interests of practitioners, improving consumption well-being and promoting cultural inheritance.