协同治理视角下公益电商生态构建研究

Research on the Construction of Public Welfare E-Commerce Ecology from the Perspective of Collaborative Governance

摘要: 在数字经济与公益慈善深度融合的背景下，构建公益电商生态成为创新社会治理的重要方向。本文基于协同治理理论，探讨以电子商务平台为核心枢纽的多元主体协作模式，分析“公益宝贝”等实践案例中政府、平台、企业、公益组织及消费者面临的治理困境，包括政策滞后、商业与公益价值冲突、专业能力不足、信任壁垒等问题。研究提出，需通过完善政策框架、重构流量分配机制、强化企业社会责任、提升公益组织数字能力及构建消费者全链路参与体系，推动形成“技术赋能–场景融合–多元协同”的公益电商生态，实现商业效率与社会价值的深度耦合，为数字时代公益慈善事业的可持续发展提供理论与实践参考。

Abstract: Under the background of the deep integration of digital economy and public welfare charity, the construction of public welfare e-commerce ecology has become an important direction of innovative social governance. Based on the theory of collaborative governance, this paper discusses the multi-subject collaboration model with e-commerce platform as the core hub, and analyzes the governance dilemma faced by the government, platform, enterprise, public welfare organization and consumers in practical cases such as “public welfare baby”, including policy lag, business and public welfare value conflict, lack of professional ability, trust barriers and other issues. The research proposes that it is necessary to improve the policy framework, reconstruct the flow distribution mechanism, strengthen corporate social responsibility, enhance the digital capabilities of public welfare organizations, and build a consumer full-link participation system to promote the formation of a public welfare e-commerce ecosystem of “technology empowerment-scene integration-multiple synergy”, realize the deep coupling of business efficiency and social value, and provide theoretical and practical reference for the sustainable development of public welfare philanthropy in the digital age.