互联网电商平台助力智慧养老服务发展策略研究

Research on the Development Strategies of Smart Elderly Care Services Supported by Internet E-Commerce Platforms

摘要: 随着互联网、大数据、人工智能等信息技术的快速发展，生活变得越来越数字化、智能化。《“十四五”国家老龄事业发展和养老服务体系规划》中提到要建设与人口老龄化进程相适应的老龄事业和养老服务体系。但目前我国智慧养老服务的发展还面临着推广难、居民认知程度低和供需匹配不精准等问题。而互联网电商平台拥有先进的技术优势、广泛的用户基础以及强大的资源整合能力，为我国智慧养老服务提供了新的发展契机。本研究以京东等电商平台为例，总结其在智慧养老服务中的作用机制及实践经验，研究发现电商平台能够通过直播的方式展示其智慧养老产品和服务，提升了智慧养老的认知度和用户接受度，并通过大数据精准营销和线上小程序为老年人提供一站式服务，构建多层次智慧养老服务体系，实现了数据、服务和资源的全面整合，推动了智慧养老服务高质量发展。

Abstract: With the rapid development of information technologies such as the Internet, big data, and artificial intelligence, life has become increasingly digitalized and intelligent. The “14th Five-Year Plan for the Development of the National Aging Industry and Elderly Care Service System” mentions the need to build an aging industry and elderly care service system that is in line with the process of population aging. However, the development of smart elderly care services in China is currently facing problems such as difficult promotion, low awareness among residents, and inaccurate matching of supply and demand. Internet e-commerce platforms, with their advanced technological advantages, extensive user bases, and strong resource integration capabilities, provide new development opportunities for China’s smart elderly care services. This study takes e-commerce platforms such as JD.com as examples to summarize their role mechanisms and practical experiences in smart elderly care services. The research finds that e-commerce platforms can showcase their smart elderly care products and services through live streaming, enhancing the awareness and user acceptance of smart elderly care. They also provide one-stop services for the elderly through big data precision marketing and online mini-programs, building a multi-level smart elderly care service system, achieving comprehensive integration of data, services, and resources, and promoting the high-quality development of smart elderly care services.