大数据背景下银发经济与电商平台融合的发展路径探究

Research on the Integration Development Path of Silver Economy and E-Commerce Platform under the Background of Big Data

摘要: 随着人口老龄化的加剧和大数据时代的到来，我国银发经济市场规模持续攀升，这为银发电商的发展奠定了坚实的基础。本文首先基于目前银发族在消费观念、消费结构、消费方式的发展特征和趋势以及大数据技术在电子商务领域的应用范围，从需求端、供给端和政策环境三方面分析银发经济与电商平台融合发展的机遇以及可能的发展模式，然后提出银发电商发展过程中可能存在的问题，包括老年人数字鸿沟问题、数据隐私与安全挑战、产品和服务供给质量不高以及银发消费市场环境有待培育，最后针对这四方面的问题提出相应的解决对策，要通过弥合老年人数字鸿沟、加强数据隐私安全与保护、提高产品和服务质量以及培育良好的银发消费市场环境，以此来实现银发经济与电商平台更好的融合，推动银发电商这一新业态不断发展繁荣。

Abstract: With the intensification of population aging and the advent of the big data era, the market scale of the silver-haired economy in China has been continuously climbing, laying a solid foundation for the development of silver-haired e-commerce. This article first, based on the current development characteristics and trends of consumption concepts, consumption structures, and consumption patterns of the silver-haired group, as well as the application scope of big data technology in the e-commerce field, analyzes the opportunities and possible development models for the integrated development of the silver-haired economy and e-commerce platforms from the aspects of the demand side, supply side, and policy environment. Then, it puts forward the possible problems in the development process of silver-haired e-commerce, including the digital divide among the elderly, data privacy and security challenges, the low quality of product and service supply, and the need to cultivate the silver-haired consumption market environment. Finally, corresponding countermeasures are proposed for these four aspects of problems. By bridging the digital divide of the elderly, strengthening data privacy and security protection, improving the quality of products and services, and cultivating a favorable silver-haired consumption market environment, the better integration of the silver-haired economy and e-commerce platforms can be achieved, promoting the continuous development and prosperity of the new business form of silver-haired e-commerce.