中国油画电商的算法机制与价值链重构研究

Research on Algorithmic Mechanisms and Value Chain Reconstruction in China’s Oil Painting E-Commerce

摘要: 中国艺术品市场正在进行数字化转型，其在线销售额持续增长，短视频与直播平台成为油画交易的重要渠道。平台作为资源整合者与规则制定者，依托算法推荐实现供需精准匹配，推动了价值链去中介化与交易效率的提升。其中AI技术参与的油画创作与生产，改变了传统供给结构，但真伪识别、版权归属及消费信任等问题突出，制约了艺术品的电商发展。而进行供应链溯源与AI作品版权认证是解决这些问题的有效方案。本文基于平台经济理论，探讨算法协同机制在油画电商价值链重构中的作用，以促进艺术品市场的高质量发展。

Abstract: Online sales are still increasing as the Chinese art sector undergoes a digital revolution. Platforms for live streaming and short videos have grown in importance as avenues for oil painting sales. These platforms use algorithmic recommendations as rule-makers and resource integrators to precisely match supply and demand. This has improved transaction efficiency and fueled the value chain’s disintermediation. Traditional supply chains have changed as a result of the use of AI technology in the creation and production of oil paintings. However, the growth of art e-commerce is hampered by significant problems like authenticity verification, copyright attribution, and customer trust. These issues can be successfully resolved by implementing supply chain traceability and AI-based copyright certification for digital works. This study investigates how algorithmic coordinating mechanisms can restructure the oil painting e-commerce value chain and promote high-quality development in the art market, drawing on platform centrality theory.