网络营销环境下消费者数字资产保护机制及金融模型构建

Consumer Digital Asset Protection Mechanisms and Financial Model Construction in the Context of Online Marketing

摘要: 在网络营销环境中，消费者数字资产范围日渐广泛，涵盖资金账户、积分权利、虚拟货币、个人信息等众多要素，数字资产的经济属性及所隐含的风险也愈加突出。本文根据消费者数字资产的特征和传递风险的方式，提出以科技防御、法律保障和法律约束等为特征的保护框架，建立了消费者–平台–资产流动的三元模型和风险竞争对策，并运用风险揭露度和平台责任建立了系统的均衡点，经变量设值和仿真计算，得到了不同责任构造、消费者素养和平台激励对于风险管理和系统绩效的影响，为数字资产安全管理和金融模型优化提供了解决方案和建议。

Abstract: Numerous elements such as virtual currencies and personal information have made the economic attributes and inherent risks of digital assets increasingly prominent. This article proposes a protection framework characterized by technological defense, legal safeguards, and legal constraints based on the features of consumers’ digital assets and the ways in which risks are transmitted. It establishes a tripartite model involving consumers, platforms, and asset flows, along with risk competition strategies. By using risk disclosure and platform responsibility to establish equilibrium points for the system, variable settings and simulation calculations were conducted to explore the impact of different responsibility structures, consumer literacy, and platform incentives on risk management and system performance. This provides solutions and recommendations for the secure management of digital assets and the optimization of financial models.